Myntra's zero-commission programme to scale emerging D2C brands resurfaces from January 2026 rollout
Myntra had formally launched its zero-commission Myntra Rising Stars model, following a 2025 pilot with more than 200 ethnic-wear labels, offering emerging fashion, beauty and lifestyle brands access to marketplace demand, fulfilment and analytics.
What happened
Myntra has launched a zero-commission model through Myntra Rising Stars to help emerging Indian D2C fashion, beauty and lifestyle brands scale using its
Key facts
- More than 75 million monthly active users
- 98% of India’s serviceable pincodes
- Deliveries starting in 30 minutes via M-Now
- More than 200 brands participated in the 2025 pilot
- Three-month pilot period: August-October 2025
Why this matters
The initiative gives Myntra earlier access to high-potential brands and proprietary performance data, strengthening its pipeline for exclusive partnerships, strategic investments and future acquisitions.
What to watch
- Number of brands onboarded, active sellers and category mix after the formal launch.
- GMV contribution, repeat purchase rates and conversion performance of Rising Stars brands versus established marketplace labels.
- Changes in Myntra advertising revenue, fulfilment adoption and logistics penetration among zero-commission sellers.
- Seller graduation rules, duration of zero-commission eligibility and any caps on annual GMV or order volume.
- Return rates, cancellation rates, customer complaints and delivery SLAs for newly onboarded brands.
- Counter-programmes from Ajio, Amazon, Flipkart, Nykaa Fashion, Tata CLiQ and Meesho.
- Whether Myntra secures exclusive D2C launches or uses the programme to build a private-label acquisition pipeline.
- Expand Rising Stars beyond ethnic wear into beauty, accessories, footwear, home and regional fashion labels.
- Bundle zero commission with optional paid fulfilment, warehousing, creator marketing, catalogue production and advertising services.
- Use platform data to identify high-conversion brands and offer preferred placement, working-capital partnerships or exclusive launches.
- Introduce graduation thresholds based on GMV, return rates, delivery performance and customer ratings, shifting mature sellers toward monetized plans.
- Deepen sourcing in tier-2 and tier-3 cities, where digitally native regional brands may view Myntra as a lower-risk national distribution channel.