Myntra aims to onboard 500 D2C brands under new program to push Make-in-India

Myntra is set to onboard 500 direct-to-consumer (D2C) beauty and grooming brands by the end of the year as part of a new program aimed at accelerating the growth of made-in-India brands. The initiative, known as the Beauty Edit of Myntra Rising Stars, will focus on brands with unique offerings that cater to the evolving beauty needs of consumers.

Under the Beauty Edit of Myntra Rising Stars, the platform will welcome brands that offer a wide range of products, from Korean beauty items and science-based products to vegan and natural options, the company said in a release. This program aims to support the growth of digital-first beauty brands in India, recognizing the significant potential within the country's beauty and personal care industry.

“Given India’s rapidly evolving beauty and personal care landscape, it’s imperative for brands to reach the right audience and have a meaningful association in a focussed manner,” said Sharon Pais, Chief Business Officer, Myntra.


India's Beauty and Personal Care industry is seeing rapid growth. Currently the fourth largest in the world, the industry is estimated to reach the $30 billion mark by 2027, according to industry reports.

The Myntra Rising Stars program has already broght significant success for brands such as Rare Rabbit, Snitch, Fable Street, The Bear House, Bewakoof, Janasya, Bliss Club, UpTownie, Giva, and Neemans. Some participating brands have experienced an average growth of 2X in demand, the company said.