Selling on Myntra works when you treat the catalogue as merchandising: every attribute filled, size charts measured per fit, on-model imagery and each colourway listed as its own style. Read the commission and return costs before you set prices, then spend the first ninety days getting clean styles live, fixing what leaks, and only then adding ads and sale events.
What Myntra Looks For Before It Approves a Brand
Myntra is a curated fashion and lifestyle platform, not an open catalogue where anything that uploads goes live. Onboarding usually asks for proof that you own the brand or are authorised to sell it, your GST and business documents, and a catalogue the platform can review. The paperwork is rarely where D2C brands get stuck. The review is.
What that review is effectively asking is simple: does this brand look like it belongs next to the labels already on the platform, and will it give a good experience to a shopper who cannot touch the product? A brand with a coherent range, consistent imagery and a clear price position gets through far more smoothly than one that uploads every SKU it has ever made, shot on three different backgrounds over three different seasons.
So apply with a focused range. Pick the styles that best represent the brand, in the categories where you genuinely have depth, rather than your whole warehouse. A tighter first catalogue is easier to approve, easier to shoot properly and easier to learn from once it is live. Before you sign, also be clear which commercial model you are being offered, because who holds the stock, who controls the selling price and who carries the cost of a return can differ between arrangements. Ask the question directly rather than finding out from your first settlement.
The Catalogue Is a Merchandising Job
On Myntra, a large share of discovery happens through browsing and filtering rather than typed search. A shopper taps into a category, then narrows it down by size, colour, fabric, fit, occasion, sleeve length and price. Every attribute you leave blank, or leave at a vague default, is a filter your style quietly drops out of. That is why the catalogue is a merchandising job and not a data upload: each field decides which shelf your product appears on, and whether it appears at all.
Attributes. Fill every one, accurately. A shirt tagged with a generic colour or a catch-all fabric will not show up when a shopper filters for olive linen, which is exactly the shopper most likely to buy it.
Size charts. Measure them per fit block, not once per brand. A slim-fit shirt and a relaxed-fit shirt labelled M are not the same garment, and a single brand-wide chart guarantees that one of them will come back. Inaccurate size information is the most common root cause of fit returns, which we unpacked in detail in how fashion brands bring down their return rate on Myntra.
Imagery. Shoot on-model, with front, back, side and a fabric close-up, so the images answer the fit and drape questions a shopper would otherwise answer by trying it on. The principles behind listing images that actually convert apply here too, with fit and fabric carrying even more of the weight in fashion.
| Catalogue as a data upload | Catalogue as merchandising on Myntra |
|---|---|
| Colour and fabric left at defaults, so filters miss it | Every attribute filled, so the style shows in filtered browse |
| One generic size chart copied across every style | Size chart measured per fit block, not per brand |
| Flat-lay images shot for another channel | On-model images that answer fit and drape |
| All colourways crammed into one listing | Each colourway listed as its own style |
| Titles and descriptions pasted from the tech pack | Copy that describes fit, fabric feel and occasion |
Colourways and copy. List each colourway as its own style where the platform allows it, so each colour gets its own tile in browse results and its own chance to appear under a colour filter. Then write titles and descriptions for the shopper, not the factory: how it fits, how the fabric feels, where you would wear it. The tech pack is where that information starts, not how it should read.
Reading the Commission Before You Set Prices
Myntra's commission typically varies by category and by price band, and it is rarely the only deduction on an order. Depending on your model and terms, expect some combination of fixed or closing fees per order, logistics charges for forward and return shipping, payment collection charges and, once you start them, ads. Read the rate card for your category line by line, and ask your account manager specifically how each deduction behaves on an order that gets returned.
Returns are the cost that changes the maths most in fashion. A returned order can still carry shipping in both directions and some of the fees, and the unit that comes back is not always sellable again at full price. So calculate your margin per order the customer kept, not per order placed. A style with a healthy margin on paper and a high return rate can be losing money on every sale, and the sales dashboard will never tell you.
"On Myntra, margin per order placed is a vanity number. The number that matters is margin per order the customer kept."
- Brand Integer Marketplace Team
Then price with the platform's discount culture in mind. Myntra shoppers are trained by large sale events, and a meaningful share of fashion volume moves at discounted prices. Set your MRP and everyday price knowing that, and decide in advance how deep you are willing to go on each style so a sale does not quietly turn a profitable product into a loss leader. Keep that price architecture consistent with your own site and your other marketplaces, using the same logic as pricing one product across Amazon, Nykaa and your own site, or you will end up competing with yourself.
The First Ninety Days on Myntra
The most expensive mistake new Myntra brands make is spending on visibility before the catalogue is ready to convert it. Treat the first quarter as three distinct jobs, done in order.
- Days 1 to 30 Get approved styles live, clean and correctly attributed
- Days 31 to 60 Read return reasons and browse data, fix listings that leak
- Days 61 to 90 Add ads and sale events behind the styles that already convert
- Day 90 review Decide which styles to deepen, reprice or drop
Days 1 to 30: live and clean. Check that every approved style renders correctly, that the images appear in the right order, that attributes are complete and that sizes are in stock across the full run. A broken size run is a quiet killer: a style missing its two most common sizes looks sold out to most of the shoppers who find it. Hold off on ads until this is done.
Days 31 to 60: read what the data says. Look at each style on its own. Styles that get views but few add-to-bags usually have an image or price problem. Styles that sell but come back usually have a size chart or expectation problem. Return reasons, read style by style, will tell you which listings to fix before you put money behind them.
Days 61 to 90: amplify what works. Now put ad spend behind the styles that both convert and stay kept, and deepen inventory on them so a push does not end in a stock-out. Go into sale events with a plan per style rather than a blanket discount; the approach in preparing a catalogue for the festive sale season carries straight over to Myntra's big events.
The day 90 review. Sort every style into three groups: deepen, reprice or fix, and drop. Brands that do this honestly go into their second quarter with a smaller, stronger catalogue and a clear idea of what their Myntra shopper actually wants, which is worth more than any single month of sales.
Frequently Asked Questions
How do I start selling on Myntra as a new D2C brand?
Apply through Myntra's seller onboarding with proof that you own or are authorised to sell the brand, your GST and business documents, and a catalogue for review. Lead with a focused range of your strongest styles, shot consistently, rather than your entire inventory. Before signing, confirm which commercial model you are being offered and get the rate card for your category.
What commission does Myntra charge sellers?
It varies by category, price band and commercial model, and commission is rarely the only deduction. Expect fixed or closing fees, logistics charges for forward and return shipping, and payment collection charges depending on your terms. Get the rate card for your category, ask how each charge behaves on a returned order, and calculate your margin per order the customer kept rather than per order placed.
Why are my Myntra listings getting views but few sales?
The usual causes are a broken size run where the most common sizes are out of stock, images that do not answer fit and fabric questions, a price that looks out of line next to similar styles in filtered results, or incomplete attributes that put the style in front of the wrong shoppers. Check each of these style by style before spending on ads.
How long does it take to see results on Myntra?
Plan on a full quarter. The first month is for getting clean, correctly attributed styles live, the second for learning from return reasons and browse behaviour, and the third for putting ads and sale events behind the styles that already convert. Brands that spend heavily in the first weeks usually pay to learn what a better catalogue would have fixed for free.
