E-commerce giant Myntra has launched a significant initiative under its Myntra Rising Stars program to support digital-first, made-in-India women’s ethnic wear brands just ahead of the critical festive shopping season. Starting August 15 and running for three months, this zero-commission commercial structure aims to onboard 500 emerging ethnic wear labels currently selling via direct-to-consumer or social commerce channels.
How Myntra’s Program Works and Benefits Brands
Under this program, qualifying brands pay no commission on sales while accessing a supportive commercial framework. Instead, Myntra offers strategic account management services on a service-fee basis, helping brands leverage its deep platform expertise for growth. Participating brands receive end-to-end onboarding assistance, accelerated payment cycles, and access to Myntra’s robust M-Express delivery network to enable faster order fulfillment.
To ensure visibility in a competitive market, Myntra guarantees prominent placement of these brands on the platform’s homepage and category pages, complemented by exposure through social commerce formats like Glamstream and Myntra Minis—short-form influencer-led video content designed to increase discovery and engagement. Brands also gain access to performance dashboards offering real-time business insights, marketing data, and industry trends, empowering them to optimize growth strategies during peak shopping times.
Why This Matters During the Festive Season
The festive retail period in India typically drives high demand for ethnic wear, and many emerging brands struggle to scale beyond social commerce or D2C channels due to high marketplace commissions and visibility challenges. Myntra’s zero commission model not only lowers entry barriers but also provides critical infrastructure and marketing muscle during this high-consumption window, enabling these brands to compete on a much larger scale and reach its 70 million+ user base spanning 98% of serviceable pincodes in the country.
Applying to the Myntra Rising Stars Program
Brands interested in joining must be digital-first and aligned with Myntra’s focus on women’s ethnic wear. Selection considers brand uniqueness, social media presence, and product quality. Onboarding involves direct collaboration with Myntra’s merchant success teams to ensure seamless integration and utilization of platform tools—ranging from tech-driven insights to logistics support.
Interested brands can apply through contacting MyntraRisingStars@myntra.com directly.
Myntra’s Recent Challenges and Financial Performance
It’s notable that Myntra has faced scrutiny recently. In July 2025, the Enforcement Directorate (ED) lodged a Foreign Exchange Management Act (FEMA) case alleging FDI violations worth approximately Rs 1,654 crore. The investigation centered on alleged multi-brand retailing under the guise of wholesale operations via related entities, a potential breach of FDI regulations. Myntra is cooperating with authorities while maintaining its operational focus.
On the financial front, Myntra achieved profitability in FY24, reporting a consolidated net profit of around Rs 30.9 crore, a significant turnaround from a loss of Rs 782 crore the previous year. Revenue grew nearly 15% to Rs 5,122 crore, supported by improved cost management and strategic investments in growth, such as its M-Express quick commerce delivery initiative aimed at 30-minute deliveries for fashion essentials.
Recently it has expanded its rapid delivery service, M-Now, to the Delhi-NCR and Mumbai regions, building on the successful pilot in Bengaluru. The M-Now service promises fashion, beauty, and lifestyle products delivered within 30 minutes, catering to the growing demand for hyperlocal, impulse-driven quick-commerce shopping.
Further bolstering its financial position, Myntra secured a fresh capital infusion of Rs 1,062.5 crore ($125 million) from its Singapore-based parent entity FK Myntra Holdings earlier in 2025, supporting its expansion both domestically and into new markets like Singapore.
Why This Move Is Strategic for Myntra and Emerging Brands
With rising competition from platforms like Shein re-entering the Indian market and growing D2C brand prominence, Myntra’s zero-commission scheme serves multiple strategic goals:
- Supporting innovation in India’s ethnic fashion sector
- Attracting diverse brands to its marketplace ecosystem
- Capitalizing on festive demand spikes with a robust, differentiated brand portfolio
- Empowering emerging brands to scale without commission drag, aided by Myntra’s marketing and logistics assets
This initiative signals Myntra’s commitment to strengthening the Indian D2C ecosystem, aligning with broader market trends favoring homegrown labels and digital-native entrepreneurs.
