Myntra launches MynShakti 2.0 to support 100 women-led fashion, beauty and home brands

Fashion and lifestyle e-commerce platform Myntra has expanded its women entrepreneur enablement initiative with the launch of MynShakti 2.0, aiming to support and scale 100 women-led businesses across fashion, beauty and home categories.

The programme, launched under Myntra’s broader ShECommerce initiative, seeks to provide women entrepreneurs access to the company’s marketplace ecosystem, mentorship and operational support as they look to build and grow digital-first brands.

The move builds on the first edition of MynShakti, which supported 20 women-led brands across segments such as clothing, jewellery, educational toys, pet apparel and personal gifting. Many of the participating brands were early-stage ventures with limited product catalogues, often with fewer than 50 SKUs. By leveraging Myntra’s technology infrastructure, logistics network and customer reach, several of these businesses were able to strengthen brand visibility and expand their presence across India.

Structured support for women entrepreneurs

With the second edition, Myntra plans to introduce a more structured support framework for participating entrepreneurs. This includes end-to-end onboarding support, dedicated account managers for six months, and mentorship through expert-led webinars focused on marketing, catalogue optimisation and order fulfilment.

A key addition in the latest edition is a vernacular video learning series aimed at simplifying seller onboarding and marketplace operations. By offering guidance in regional languages, the company hopes to increase participation from aspiring women entrepreneurs in Tier 2 and Tier 3 cities, where digital commerce adoption is steadily rising.

“India’s e-lifestyle landscape is being shaped by a new generation of entrepreneurs, with women increasingly taking the lead in building brands that cater to evolving consumer aspirations,” said Govindraj MK, chief human resources officer at Myntra. According to him, the initiative is designed to equip women-led brands with the tools, insights and mentorship required to scale sustainably.

Expanding the pipeline of emerging brands

The programme is open to women entrepreneurs building made-in-India fashion, beauty and lifestyle brands, who can apply through Myntra’s programme survey link or via the company’s social media channels.

The initiative also aligns with Myntra’s broader strategy of expanding its portfolio of emerging brands on the platform. As consumer demand shifts toward digital-first and niche lifestyle labels, marketplaces are increasingly investing in founder-led brands to drive differentiation and discovery for younger shoppers.

With MynShakti 2.0, Myntra is looking to accelerate the transition of women-led businesses from small local ventures into nationally recognised brands, while deepening its engagement with India’s growing ecosystem of independent lifestyle entrepreneurs.