You have a clothing or accessories label that is starting to move. Maybe it is doing well on your own Shopify store, maybe it is already on Amazon or Flipkart. Now you are wondering about Myntra, because that is where fashion shoppers in India actually go. This guide answers one question: should you put your brand on Myntra, and if yes, exactly how.
Here is the thing most sellers do not know until they apply. Myntra is not an open marketplace like Amazon. You cannot just register today and list tomorrow. It is a curated, brand-first platform that approves who gets in. And its fees are among the highest in Indian ecommerce. So the real decision is not "how do I list on Myntra," it is "is my brand ready, and can my margin survive the commission."
Let me walk you through the whole thing the way I would if we were sitting across a table. What it takes, what it costs, and when it is genuinely worth it for your brand.
Myntra is India's leading fashion marketplace with roughly 35 to 45 percent of the online fashion market and over 50 million active users. It is invite-and-approval, not open registration. You need GST, PAN, a registered business, and a trademark (or NOC plus indemnity bond), plus a real brand with catalogue depth. There is no onboarding fee, but a one-time growth enablement charge applies. Commission runs anywhere from 0 to 1 percent on select sub-₹500 items up to 25 to 30 percent for premium fashion, plus fixed fees, shipping and 18 percent GST on those fees. Onboarding takes 15 to 45 days. Go on Myntra once you have a proven fashion brand and enough margin to absorb the commission, not on day one.
What Myntra actually is, and why it is different
Myntra is India's biggest online fashion destination. It leads the fashion ecommerce market with an estimated 35 to 45 percent market share in fashion, and its app has ranked number one globally in apparel downloads for three years running, with over 50 million active users. If your product is apparel, footwear, accessories or beauty, this is where a huge chunk of intent-driven fashion buyers already are.
But it works differently from a general marketplace. Amazon and Flipkart will onboard almost anyone with a GST number. Myntra is selective. It operates as a brand-first platform and evaluates every applicant. If your brand does not fit or looks thin, you get rejected. That single fact changes the whole game, because it means Myntra is a channel you graduate into, not one you start with.
Who can sell on Myntra: the approval reality
To even apply you need the standard set of documents: an active, non-suspended GSTIN, PAN, a registered business entity (proprietorship, partnership, private limited or LLP), an Indian bank account, and brand proof. On the brand side you need either a Trademark Registration Certificate, or an NOC and indemnity bond on your letterhead if your trademark is still pending. Selling unbranded or generic products is not allowed.
That is just the entry ticket. Myntra then evaluates your brand on several things, and this is where most first-time founders get stopped:
- Brand strength: trademark status, your social presence, the quality of your own website.
- Product quality: they review samples, fabric finish and packaging standards.
- Catalogue depth: brands with fewer than 20 to 30 SKUs have a lower approval rate. A five-product label reads as too thin.
- Category fit: whether you fill a gap in their existing catalogue or just add another me-too brand.
- Marketplace history: an existing presence on Amazon, Flipkart or AJIO meaningfully improves your odds.
Read that last point again. Myntra likes brands that have already proven themselves somewhere else. That is the clearest signal in the whole process: build traction on your own store and on Amazon or Flipkart first, then Myntra becomes an easy yes instead of a cold pitch. If you are still figuring out the brand itself, start with how to start a clothing brand in India and get the product and trademark sorted before you knock on this door.
Get a trademark first, always
I want to slow down on the trademark because it trips people up. You can technically start with an NOC and indemnity bond, but that puts all the liability on you and does not protect your name. A registered trademark protects your brand and makes onboarding smoother across every platform, not just Myntra. Filing a trademark in India through the IP India portal costs ₹4,500 to ₹9,000 in government fees per class for individuals and small entities, plus professional fees if you use an agent. Start it early, because registration takes months even though you can use the ™ mark and sell while it is pending.
The fulfilment models: PPMP, SJIT and Omni
Once approved, you pick how orders get fulfilled. Myntra offers several models: SJIT, PPMP variants (C+L, CC, and their MDirect versions), and Omnichannel. For a new seller the default and lowest-barrier choice is PPMP C+L, and you can upgrade later based on performance.
PPMP stands for a model where you (the seller) store, pick and pack your own orders, while Myntra handles logistics for delivery and returns. You keep direct control of inventory and dispatch, integrate your order management system with Myntra, and Myntra runs the last-mile and reverse leg. This is the seller-friendly default because you are not shipping stock into a Myntra warehouse blind.
One operational thing you cannot skip: Myntra requires you to install its VMS tool and record a forward-packing video for every order. Those videos are how their team resolves return disputes, and recording them is mandatory to stay eligible for the Seller Protection Fund (SPF). The SPF is what compensates you when a customer or courier sends back an item in an unacceptable state. No packing video, no protection. Set up the camera and the process on day one.
What it really costs to sell on Myntra
Here is the honest part. Myntra does not charge an onboarding fee or a refundable deposit, but a one-time growth enablement charge applies once you start operating. The real cost is the commission, and it is high.
| Fee line | What it is | Typical range (2026) |
|---|---|---|
| Onboarding fee | To join and get approved | ₹0 (no deposit) |
| Growth enablement charge | One-time, after you go live | Charged once, varies |
| Commission | Percentage of selling price, by category and price slab | 0 to 1% on select sub-₹500 items, up to 25 to 30% for premium fashion |
| Fixed fee | Per order, by selling-price slab | Varies by slab |
| Shipping fee | Logistics, charged separately | By weight and zone |
| GST on fees | Tax on all service fees | 18% |
In June 2025 Myntra revised its structure and dropped commission to as low as 0 to 1 percent for products under ₹500 in select western wear and sports categories. That is the low end and it is narrow. For most fashion categories, commission sits in the 10 to 25 percent band, and premium items can hit 25 to 30 percent. On top of that you pay a fixed fee per order, shipping, and 18 percent GST on all of those service fees.
Put it together and it bites. Industry calculators show a ₹999 fashion product on Myntra can carry up to ₹380 in combined fees, leaving about ₹619 before you have paid for the product itself. Always check your exact rate card in the Myntra Partner Portal before you price, because the number depends on your brand agreement, sub-category and price slab.
The point of that table is not the exact numbers, it is the shape. Once Myntra takes 20 percent commission plus fixed fees plus GST, a product with a 35 percent product cost has almost nothing left. If your gross margin is thin, Myntra will eat it. This is exactly why proven margin, not ambition, is the gate. Model your full D2C unit economics before you list, and read up on GST for ecommerce sellers so the tax side does not surprise you.
Pricing for Myntra the same way you price on your own website. On your Shopify store you keep the full margin. On Myntra you lose 25 to 40 percent of the selling price to commission, fixed fees and GST before COGS. Founders list at their website price, then find out after a month of sales that every order is losing ₹50. Build the Myntra price from the fee-adjusted number up, or set a higher MRP for the channel. Never assume the two channels share the same math.
How the onboarding process actually runs
The flow is: apply through the Myntra Partner Portal, submit your documents and brand details, pass the brand evaluation, then integrate your systems and build your catalogue. Verification and brand evaluation typically takes 7 to 15 working days, and the full onboarding runs anywhere from 15 to 45 business days depending on brand checks and catalogue readiness. It stretches longer around big sale events.
You will need your warehouse details ready: pin code, full address, operating hours, daily order-processing capacity, and a contact email and phone. Catalogue quality matters here too. Fashion sells on images, so studio-grade product photography and accurate size charts are not optional, they are the difference between a live listing and a dead one.
EORS: the event that runs Myntra's calendar
EORS, the End of Reason Sale, is Myntra's flagship sale event and the single biggest thing on a Myntra seller's calendar. The December 2025 edition ran from 5 December with 50 to 90 percent off across 6 million-plus styles from over 10,000 brands. The 2024 edition pulled more than 150 million visitors. A large share of a fashion seller's annual volume moves during these windows.
What this means for you as a seller: EORS is where the volume is, but it is also where the discounting is steepest. You need enough margin and enough inventory to participate without bleeding, and you need to plan stock weeks ahead. If your unit economics only work at full price, EORS will hurt. If you have built margin to absorb a discount, EORS is the fastest way to move volume and climb Myntra's rankings.
Launch Readiness Score™ for Myntra: score yourself 0 to 2 on each of five gates before you apply. One, registered trademark in hand. Two, 20-plus SKUs with real catalogue depth. Three, existing traction on your own store or another marketplace. Four, gross margin above 60 percent so commission does not wipe you out. Five, studio product photography ready. Score 8 or above and apply now. Score below 6 and fix the gaps first, because a rejection or a loss-making launch costs you more than the wait.
Myntra vs Flipkart vs your own store
Choosing Myntra is really choosing where each order should live. Here is how I think about it.
| Channel | Best for | Take rate | Control |
|---|---|---|---|
| Your Shopify store | Margin, data, brand building | Payment gateway ~2% only | Full |
| Flipkart / Amazon | Volume, reach, easy entry | Mid commission, open onboarding | Medium |
| Myntra | Fashion-specific reach, credibility | High: up to 25 to 30% plus fees | Lower, curated |
None of these is "best" on its own. The strong play is to run your own store for margin and customer data, use Flipkart and Amazon for broad volume, and add Myntra once you are an established fashion brand that can afford its take rate for the fashion-buyer reach it gives you.
If you have no trademark, fewer than 20 SKUs, or gross margin under 55 percent → not yet. Fix those first. If you are a proven fashion brand with margin above 60 percent and traction elsewhere → apply, start on PPMP C+L, and price for the fee-adjusted number. If you sell non-fashion products → Myntra is not your channel; stay on Amazon, Flipkart and your own store. If your whole model depends on deep discounting to sell → the EORS calendar will expose it; fix your margin before you enter.
The mistakes that cost Myntra sellers real money
The three I see most: pricing at website margins and losing money per order · applying with a thin five-product catalogue and getting rejected, then having to wait and reapply · skipping the VMS packing video and losing SPF protection, so every damaged return comes straight out of your pocket. Each one is avoidable with a day of prep. None of them is obvious until it has already cost you.
- Register your trademark (or prepare NOC plus indemnity bond) before applying.
- Get GST, PAN, business registration and a business bank account in order.
- Build catalogue depth: aim for 20-plus SKUs before you apply.
- Shoot studio-grade product photos and accurate size charts.
- Build traction first on your own store and Amazon or Flipkart.
- Model unit economics at Myntra's real take rate, not your website margin.
- Apply via the Myntra Partner Portal, start on PPMP C+L.
- Install the VMS tool and record forward-packing videos from order one.
- Plan inventory and margin for EORS before the sale window hits.
Your next action
Do one thing today: run your best-selling product through the full Myntra math. Take the selling price, subtract roughly 25 to 30 percent for commission plus fixed fees plus GST, then subtract your COGS and packaging. If the number at the bottom is comfortably positive, you are ready to build the catalogue and apply. If it is thin or negative, you have found your real work, and it is fixing margin, not filling out the Myntra form. That single calculation, done honestly, is worth more than any application.
If you'd like the complete execution system, calculators, SOPs, templates and operating frameworks behind this process, continue inside D2C Acquisition.Lab, built by Ravikant Tyagi.
