Strategic expansion of Myntra’s Rising Stars programme empowers design-led, homegrown labels reimagining Indian living spaces
Following the successful launches of its fashion and beauty editions, Myntra has unveiled the Myntra Rising Stars (MRS) Home Edit, marking a strategic expansion of its Rising Stars programme. This new initiative aims to nurture and accelerate design-led innovations from India’s next-generation, digital-first direct-to-consumer (D2C) home brands, catering to the evolving preferences of Indian consumers seeking style, function, and personalisation in their living spaces.
With lifestyles becoming increasingly home-centric, today’s consumers are making deliberate, aesthetic choices that reflect their personality and values. Tapping into this shift, Myntra’s MRS Home Edit provides a robust platform for emerging homegrown brands that are reimagining traditional categories with innovation and relevance. These brands combine modern design sensibilities with a deep understanding of regional tastes, offering everything from earthy textures in the South to bold prints in the North and minimalist décor in the West.
During the launch phase, over 165 D2C brands have joined the MRS Home Edit across categories like home furnishings, decor, kitchenware, dining, furniture, and mattresses. Product offerings include Warli-printed décor, Indie wall plates, luxe bathroom accessories, collapsible storage, and smart cookware—highlighting the diversity and innovation of participating labels.
The programme includes both Myntra-first brands and established names such as Sleepyhead, Chumbak, Story@Home, Kuber Industries, SleepyCat, Nestasia, and Haus & Kinder, all of which benefit from curated content, targeted discovery, and enhanced on-platform visibility.
Under the Rising Stars initiative, brands gain access to Myntra’s deep expertise in D2C brand building, including consultative account management and marketing support. The programme promises end-to-end assistance, from driving awareness to conversions, ensuring greater exposure to high-intent Gen Z and Millennial shoppers.
Brands that meet specific criteria—including size, social media reach, product uniqueness, and strategic alignment—can apply by reaching out to the Myntra Rising Stars team at MyntraRisingStars@myntra.com.
Maneesh Kumar Dubey, Vice President – Category Management at 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 décor, or theme-inspired home selections. D2C brands are catering to this space with their unique and differentiated products. With the launch of the MRS D2C Home Edit, we’re bringing together an array of emerging homegrown brands with the biggest selection and innovative offerings.”
With a legacy of 18 years in fashion and lifestyle retail, Myntra’s pivot towards home décor is a natural progression. As the Home & Living category sees year-on-year growth, largely fuelled by festive demand, influencer trends, and mini seasonal refreshes, the platform is positioning itself as a comprehensive lifestyle destination.
Over half the category’s traffic now comes from non-metro cities, underlining the pan-India appeal of Myntra’s home segment. From collapsible racks and wall planters to artisanal pieces and tech-enabled cookware, the MRS Home Edit is designed to reflect the diversity and dynamism of Indian homes.
With the Rising Stars Home Edit, Myntra is set to redefine the home shopping experience—bridging design, utility, and cultural resonance to bring stylish, innovative living solutions to consumers across the country.
