One of the most confusing aspects of selling on Myntra is understanding the different Myntra selling models.
Unlike Amazon or Flipkart where the setup is relatively standard, Myntra operates with multiple partnership structures. From the popular Myntra CC model to the Platform Partner Model (PPM) and Fulfilled by Myntra (FBM), each model has distinct implications for how you manage inventory, pricing, returns, and revenue.
1. Myntra CC Model (Consignment Model)
In this model you send inventory to Myntra's warehouse, Myntra displays and sells the products under your brand, and pays you only after a product is sold. Unsold inventory can be returned at the end of a season.
Best for: Mid-to-large brands with good inventory depth who want Myntra to handle all fulfillment.
2. Myntra Platform Partner Model (PPM)
A marketplace model where you list products on Myntra but retain full ownership of your inventory until it's sold. You manage your own warehouse, control your pricing, and are responsible for SLA compliance.
Best for: New-to-Myntra brands, niche labels, and sellers who want to retain pricing control.
3. Myntra FBM — Fulfilled by Myntra
Myntra handles all warehousing and delivery while you supply bulk inventory to Myntra's fulfillment centers. Products get a FBM badge improving search ranking and faster delivery for customers.
Best for: Brands with high-volume SKUs looking for faster delivery speed and operational efficiency.
4. Myntra JIT Model (Just-In-Time)
Myntra raises a purchase order when a customer places an order. No need to pre-stock at Myntra's warehouse — lower inventory risk for the brand.
Best for: Boutique brands, ethnic wear labels, and D2C brands with limited production runs.
5. Myntra Outright Model
Myntra purchases inventory from you upfront at a negotiated price. Myntra owns the inventory and takes on all pricing/return risk. You receive payment upon invoice.
Best for: Large established brands with strong product demand and national recognition.
6. Myntra LUX Model
A premium segment dedicated to luxury and designer brands with curated brand experience — dedicated pages, premium visual merchandising, and higher price positioning.
Best for: Designer labels, premium international brands, and luxury fashion houses.
Not sure which model fits your brand? Talk to RiseUp's Myntra experts for a free model assessment.
