Myntra expands rising stars programme to support emerging and D2C home brands

Vertical ecommerce marketplace Myntra on Thursday launched its home edit for its Myntra Rising Stars programme for direct-to-consumer brands, it said in a press note.

The programme offers a launchpad for emerging D2C brands in the home furnishing and decor category. It is open for both established and new D2C brands that meet certain qualifying criteria, including brand size, social media presence, product differentiation and strategic relevance.

The MRS Home Edit onboarded over 165 D2C brands across segments such as home furnishings, décor, kitchen and dining, furniture and mattresses. Some popular names included Sleepyhead, Story@Home, Kuber Industries, Haus & Kinder, Chumbak, SleepyCat and Nestasia etc.

The programme would help brands scale efficiently by reducing customer acquisition costs and increasing engagement with core Gen Z and millennial audiences. Myntra would offer full-funnel support, including visibility across the platform, strategic guidance and marketing assistance.

Myntra’s home category has seen strong growth over the past two years, driven in large part by new-age D2C brands. A significant portion of this growth is coming from non-metro markets, which now contribute to over half of the category’s traffic.

It launched the beauty edit of its widely successful Myntra Rising Stars (MRS) Program in July last year with a plan to onboard 300 to 500 D2C brands by the end of the year.