10 January 2026, Mumbai
The competitive landscape of Indian e-commerce has reached a strategic tipping point as Myntra introduces a zero-commission model for emerging homegrown brands. Launched on January 9, 2026, under the ‘Myntra Rising Stars’ (MRS) banner, the initiative targets the nation’s rapidly expanding direct-to-consumer (D2C) ecosystem. This market is forecasted to cross $100 billion by late 2025, with fashion and apparel accounting for nearly 60 per cent of new retail leasing and a significant share of digital-first sales. By waiving standard commissions - which typically range from 15 per cent to 30 per cent - Myntra is positioning itself as a low-barrier launchpad for labels that have historically struggled with escalating customer acquisition costs (CAC) on social media.
Modernizing onboarding through high-frequency logistics
To differentiate from rival ‘value-commerce’ platforms like Meesho, Myntra is leveraging its premium logistics infrastructure to offer a ‘performance-first’ entry for new sellers. Participating brands gain immediate access to 75 million monthly active users, with fulfillment capabilities spanning 98 per cent of India's serviceable pin codes. This logistical edge is critical as the sector pivots toward an ‘omnichannel’ reality; data suggests that localized, high-speed delivery can improve repeat purchase rates by up to 20 per cent. We are focused on building a scalable foundation, providing robust technology that allows brands to redirect capital toward core product innovation, states Maneesh Kumar Dubey, Vice President, Myntra.
Gen Z Trends and the shift to transparency
The move comes as Myntra’s demographic profile shifts, with Gen Z now comprising 47 per cent of its customer base. This ‘trend-first’ audience prioritizes brand story and ethics over simple discounting. The zero-commission pilot in women’s ethnic wear during the 2025 festive season serves as a successful case study, where 200 new brands scaled their operations within just four months. As parent company Flipkart also adopts zero-commission structures for value-tier goods, the broader industry is moving toward a service-led monetization model—prioritizing ad revenue and logistics fees over transaction taxes to sustain growth in a crowded $163 billion digital economy.
Myntra is India's leading fashion e-commerce platform, specializing in branded apparel, beauty, and lifestyle products. Targeting a high-intent user base across metro and Tier-II cities, the company reported an 18 per cent revenue growth in FY25. Its 2026 roadmap focuses on ‘Rising Stars’ D2C incubation and AI-driven personalization to maintain market leadership.
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