Nykaa Fashion started a new accelerator program on October 1, 2026, to support home-grown brands. Qualifying businesses get zero commission for six months and eight forms of support. CEO Abhijeet Dabas said the program was designed to "actively support the next phase of growth for independent founders, D2C brands and emerging designers."
Nykaa Fashion has launched a structured accelerator under its 'Hidden Gems' proposition, offering qualifying brands zero commission for six months and eight forms of support.
Nykaa Fashion on Thursday announced a structured accelerator program under its existing 'Hidden Gems' proposition to nurture home-grown fashion and lifestyle brands on its platform.
The program offers zero commission for the first six months to qualifying brands, allowing early-stage businesses to channel resources toward inventory, brand building and customer acquisition. It targets brands across five categories: Indianwear, Westernwear, jewellery, bags and footwear.
Participating brands will receive eight forms of support, including preferential visibility on the platform, marketing assistance, dedicated account management, monthly growth reviews, fast-track onboarding, cataloguing support, mentorship from senior Nykaa leadership, and access to working capital financing.
Focus on growth for emerging brands
CEO Abhijeet Dabas said the program was designed to go beyond discovery and actively support the next phase of growth for independent founders, D2C brands and emerging designers.
Hidden Gems has been part of Nykaa Fashion's platform since inception, but the newly structured accelerator marks a more formal commitment with defined benefits and a dedicated application process. The expansion comes as India's direct-to-consumer fashion segment has seen increasing activity from independent brands competing on design differentiation and cultural relevance.
Brands can apply through Nykaa Fashion
Nykaa Fashion is a subsidiary of Nykaa, which reported serving over 60 million customers as of June 2026 across its online platforms and 324 offline stores. Brands can apply directly through the Nykaa Fashion platform.