Nykaa Fashion has launched a new accelerator programme under its Hidden Gems proposition. With this new programme, the company will help home-grown fashion and lifestyle brands build and expand their businesses on the platform. As part of the programme, participating brands will receive zero commission for the first six months, allowing them to redirect initial investments toward areas such as brand building, inventory, and customer acquisition. The programme is aimed at independent founders, direct-to-consumer (D2C) brands and emerging designers across categories including Indianwear, Westernwear, jewellery, bags and footwear. Along with the commission waiver, Nykaa Fashion will provide participating brands with visibility, mentorship, account support, growth reviews and other services intended to help them establish and scale their presence on the platform.
What support will brands receive
This is intended to allow participating brands to direct early spending toward building their brands, maintaining inventory, and acquiring customers. The programme includes preferential visibility across relevant discovery and shopping journeys on Nykaa Fashion, along with access to its marketing ecosystem, according to Nykaa Fashion. Growth financing: Access to working capital solutions and financial partnerships to support inventory expansion and business growth. Commenting on the programme, Abhijeet Dabas, CEO of Nykaa Fashion, said it is intended to support emerging brands beyond simply listing their products on the platform. “India’s home-grown fashion landscape is at an exciting inflexion point, with independent brands bringing fresh perspectives, distinctive design and new ideas to the market. By bringing together curated visibility, business mentorship and dedicated growth solutions, we want to help emerging brands build stronger consumer connections and create enduring businesses,” he said. You use AI every day.
The accelerator builds on Nykaa Fashion’s existing Hidden Gems proposition, which features products from home-grown brands. The new programme creates a more structured support system for emerging brands, bringing together consumer reach, strategic support, data-led growth and access to Nykaa Fashion’s wider capabilities. The programme is focused on brands that Nykaa Fashion identifies as having growth potential across Indianwear, Westernwear, jewellery, bags and footwear. Participants will receive support across eight areas. As an introductory benefit, brands joining the accelerator will not have to pay commission for the first six months. Participating brands will also receive: Exclusive mentorship: Strategic guidance and learning opportunities with senior Nykaa leadership. Strategic account management: Dedicated support from category experts to identify opportunities and optimise performance. Monthly growth reviews: Regular reviews of consumer and business metrics with customised action plans. Fast-track onboarding : A streamlined process to get collections live faster. Simplified cataloguing: Digital support to create catalogues and complete the go-live process. As these brands look to scale, access to the right ecosystem, consumer insights and strategic support becomes increasingly important. With Hidden Gems, we aim to go beyond enabling brand discovery to actively supporting the next phase of their growth. Now get your AI Quotient. Take the AIQ test.