Selling on Myntra in 2026: Seller Models, Zero Commission for New Brands, and What You Still Pay
Myntra works differently from Amazon and Flipkart. It is curated: every seller application is reviewed, and it prioritises original brands over resellers. It offers several fulfilment models, each with different operations. And since January 2026, new homegrown brands can join with zero commission for their early growth phase. Here's how it fits together.
Getting on Myntra
Myntra follows an approval-based model, and a valid GSTIN is required for most businesses. Expect to be asked about your brand, catalogue and how you'll fulfil orders before you're approved. If you sell on several marketplaces, decide early which order management system you'll use: Myntra integrates with many third-party systems, and the choice affects which model fits you.
The main seller models
| Model | Who holds the stock | How orders flow | Suits |
|---|---|---|---|
| PPMP (Pure Play Marketplace) | You, in your own warehouse | Individual customer orders come to you; you pick and pack, Myntra's logistics delivers; returns come back to your warehouse | Brands that want to control stock across channels |
| JIT (often called the PO model) | You | Myntra sends bulk purchase orders; you pack and send the items to Myntra, which ships them to customers | Brands comfortable working to Myntra's demand |
| SJIT | Myntra, in its own warehouses | A fulfilled-by-Myntra type model: your stock sits with Myntra, which handles orders | Brands that want Myntra to handle fulfilment |
Myntra has other variants too, such as store-linked omnichannel fulfilment and sale-or-return arrangements. Which ones are open to you depends on your category and what Myntra offers at onboarding.
Commission: what changed in 2025 and 2026
- June 2025: according to two sellers who spoke to Mint, Myntra moved to a revised fee structure with commission as low as 0–1% on products under ₹500 in select categories, such as westernwear, sports apparel and intimate wear, replacing an earlier flat 15–16%.
- 9 January 2026: Myntra announced zero commission for new homegrown D2C brands joining its Myntra Rising Stars programme, across fashion, beauty and lifestyle. It followed a pilot in women's ethnic wear during the 2025 festive season.
Myntra has not published how long the zero-commission period lasts; it applies during a brand's early growth phase. Plan your pricing so the brand is still profitable when standard fees apply.
What you still pay
- Logistics: Myntra's network covers 98% of serviceable pincodes, and delivery and returns are charged to sellers. Price in your expected return rate. Our returns and RTO guide shows how to bring it down.
- Advertising: Myntra's advertising income rose 28% to ₹914.5 crore in FY25. Ads are optional, but competitive categories usually need them, especially for a new brand.
- Discounts: Myntra's big sale events and offers such as coupons and bank deals drive much of its demand. Decide in advance how much discount you can fund.
- Taxes: as on other marketplaces, TCS under GST and TDS under section 194-O are deducted from payouts. You claim both back: see our GST TCS reconciliation guide.
Is Myntra right for your brand?
- You're a fashion, beauty or lifestyle brand with your own designs or labels. Myntra is built for brands, not generic resellers.
- Your margins survive returns. Work out profit per order after delivery, a realistic return rate, ads and discounts, not after commission alone.
- You can run inventory across channels. If you also sell on Amazon, Flipkart or your own site, PPMP-style models let you keep stock in one place.
- You're new and homegrown? Check whether you qualify for Myntra Rising Stars before you apply through the standard route.
Comparing channels? See how Flipkart's zero commission and Meesho compare.
Frequently asked questions
Does Myntra charge commission?+
It depends. Since January 2026, new homegrown D2C brands in the Myntra Rising Stars programme pay zero commission during their early growth phase. Other sellers pay commission by category; Mint reported in June 2025 that Myntra cut it to as low as 0–1% for products under ₹500 in select categories.
What is Myntra PPMP?+
Pure Play Marketplace: you keep the stock in your own warehouse, pick and pack each customer order, and Myntra's logistics delivers it. Returns come back to your warehouse.
What is the difference between Myntra JIT and SJIT?+
In JIT, often called the PO model, Myntra sends you bulk purchase orders and you supply the items. In SJIT, your stock is held in Myntra's own warehouses and Myntra fulfils orders, similar to a fulfilled-by-Myntra model.
Can anyone sell on Myntra?+
No. Myntra reviews every seller application and prioritises original brands. A valid GSTIN is needed for most businesses.
Sources
- YourStory: Myntra waives commissions for new D2C brands across categories — 9 Jan 2026; Rising Stars, logistics coverage
- NewsBytes: Myntra launches zero-commission model to support Indian D2C brands — Festive 2025 pilot in women's ethnic wear
- StartupFeed: Myntra drops commission for D2C brands under Rising Stars — Duration not disclosed
- Mint (via Magzter): Myntra revises sellers' cut to drive sales — 18 Jun 2025
- Storyboard18: Myntra unveils zero-commission marketplace for made-in-India brands — FY25 advertising income
- Unicommerce: How to sell on Myntra — Approval-based onboarding, GSTIN, PPMP
- Increff: Models offered by Myntra — PPMP and JIT order flows
- Unicommerce support: Integration with Myntra PPMP Omni — SJIT explained
Get a free audit of your Amazon, Flipkart, Myntra or FirstCry account: ads, listings, account health and profitability.