Bangalore, 16 May 2025: Following the successful launches of the D2C Fashion and Beauty editions, Myntra announces the launch of the Myntra Rising Stars (MRS) Home Edit. A strategic expansion of the platform’s Rising Stars program, the MRS Home Edit is aimed at nurturing design-led innovations of digital-first homegrown D2C brands that are transforming the way India shops for its living spaces.
As lifestyles continue to evolve, customers are increasingly investing in their homes—seeking personalization, style, and innovation. India’s new-age, homegrown D2C brands are rewriting the playbook on design-led innovation. These digital-first disruptors are not just creating products—they’re reimagining category experiences, blending form and function with a deep understanding of evolving personal lifestyle choices. The MRS Home Edit, providing thrust to these innovation-led brands, is serving as a platform for emerging D2C brands to reach a digitally savvy and aspirational audience.
Myntra Rising Stars Program has been designed for both renowned and emerging D2C made-in-India brands with unique offerings for customers. Brands can opt-in basis qualifying criteria which include the size of the brand, social media followership, strategic significance and uniqueness of the product proposition among others.
The launch phase of the MRS Home Edit witnessed 165+ D2C brands across home furnishing, decor, kitchen and dining, furniture and mattresses the program. These include tapestries and wall art, antique showpieces, Indie wall plates, Warli printed decor, ceramic soap dispensers, luxe bathroom accessories, smart cookware and much more.
Elevating D2C, the Myntra way
The onboarded brands include a mix of Myntra-first entrants and established players now being elevated through strategic exposure. Brands like Sleepyhead, Story@Home, Kuber Industries, Haus & Kinder, Chumbak, SleepyCat and Nestasia have scaled with enhanced merchandising, curated content, and targeted discovery.
Brands will be able to unlock their growth potential by leveraging Myntra’s proven expertise in brand-building and scaling D2C brands at optimised overall cost including that for customer acquisition, with significantly enhanced on and off-app visibility and consultative management. As an equal partner in this journey, Myntra will provide full funnel focusing on building awareness, driving consideration and conversions. The brands will gain exposure to Myntra’s high-intent Gen Z and Millennial audiences, resulting in increased share of voice and higher conversion rates.
Speaking on the launch, Maneesh Kumar Dubey, VP, Category Management, Myntra, said, “In today’s world, customers have become more discerning and are looking to differentiate themselves. They are increasingly seeking products that align with their lifestyle- whether it’s ergonomic furniture, sustainable decor, or theme-inspired home selections. D2C brands are catering to this space with their unique and differentiated products. With the launch of MRS D2C Home Edit, wherein we are bringing in an array of all the emerging homegrown brands together with the biggest selection and innovative offerings.”
Over the last 18 years, Myntra has built a legacy in fashion. Our rapid growth stems from our ability to identify consumer needs and strategically address them. Leveraging the credibility established with years of building fashion for various customer cohorts and deep penetration across the country, Myntra is evolving to become a formidable lifestyle destination, and home is a natural extension of that journey.
The home category on Myntra has seen significant growth over the past two years, with next-gen D2C brands playing a major role in this surge. More than half of the traffic in the category comes from non-metro cities, with region-specific preferences becoming increasingly pronounced: earthy tones and wooden textures in the South, bold prints in the North and East, and minimalist styles in the West.
Driven by year-round seasonal mini-makeovers, influencer inspiration, and demand driven by peak festive shopping seasons, the Home category is evolving to become as dynamic as fashion. From collapsible racks and wall planters to bold prints and minimalist aesthetics, the MRS D2C Home Edit promises to cater to various lifestyle and region-specific preferences across the country.
With a strong and growing overall portfolio of Home and Living, Myntra is poised to revolutionise India’s home shopping experiences—bringing style, design aesthetics, function, and innovation into every corner of Indian homes.