Myntra Launches Zero-Commission Model to Boost New Indian D2C Brands on its Platform

In an effort to draw in early-stage merchants looking to expand online, Myntra announced that it has implemented a zero-commission scheme for new Indian direct-to-consumer firms joining its marketplace. The programme,e, which is a component of its Myntra Rising Stars initiative, is applicable to domestic fashion, beauty, and lifestyle firms who mostly sell on their own websites or social media platforms.

According to Myntra, the approach is designed to assist these firms in reducing the expenses associated with acquiring new customers by utilising the platform's user base, logistical network, and demand-generating tools in their early stages of expansion. Access to more than 75 million fashion-forward monthly active users in India is part of this. With Myntra's logistics and fulfilment capabilities over 98% of serviceable pin codes, they would have quicker delivery times. Through growth levers like bank incentives and coupons, the platform stimulates demand and discovery.

Why Myntra Opted for Zero-Commission Model?

Over 2,000 fashion, beauty, and lifestyle firms are currently part of the MRS programme, which has been instrumental in the industry's overall expansion while meeting the varied needs of its clientele. The zero-commission approach comes after a very successful 2025 holiday season pilot in the women's ethnic apparel market. In just four months, more than 200 new companies joined the platform as part of the trial, reaching notable size and client penetration.

With perhaps the largest number of D2C companies, Myntra is committed to assisting this emerging sector, according to Maneesh Kumar Dubey, vice-president, category management. The Myntra Rising Stars programme, which aims to give these brands a solid, scalable foundation, is implementing models like zero-commission structures to facilitate a smooth launch on its platform, give brands strong technology to establish high-visibility touchpoints, and enable them to scale their operations with data-driven insights.

Zero-Commission Model Getting Popular Among Ecomm Operators

Interestingly, this idea is not wholly novel in the context of Indian e-commerce. Meesho, a competitor, has long offered its sellers a zero-commission marketplace strategy. According to Bank of America (BofA) Global Research, Meesho is the leader in value commerce in India thanks to its asset-light, cost-effective business model.

Millions of budget-conscious customers in India continue to have access to the low-cost goods-focused e-commerce site, which is similar to models like PDD and Shopee in China and Southeast Asia. In order to simplify cost structures, promote competitive pricing, and strengthen its appeal to small and medium business sellers, Flipkart launched a redesigned seller rate card in November that included a "zero commission" model for any products priced under INR 1,000.