Follow Us
For years, online marketplaces like Myntra, Amazon, and Ajio have been the lifeline for many D2C brands offering visibility, reach, and a ready base of shoppers. They’ve served as digital storefronts where customers can discover, compare, and conveniently purchase products, all under one roof. But for the very brands they once empowered, these platforms are beginning to feel like a double-edged sword.
Recently, Rishabh Harish, Co-Founder of sustainable apparel brand Wellbi, took to X (formerly Twitter) to call out Myntra’s aggressive discounting. “We’re not selling T-shirts at Rs 400–Rs 500. We’re a premium brand, not here to burn money and reputation because some account manager doesn’t get it,” he wrote.
His post, now at over 1.1 million views, struck a chord with many founders facing similar struggles to protect brand value in India’s discount-driven market. Ironically, Harish used the same thread to plug his brand, offering a 15% off discount for X users.
The post also reignited the debate over how marketplaces influence consumer psychology. One user even commented below asking whether Myntra forces discounts because they have pushed a psychological notion in customers? that ‘if you want great deals on good brands, you find it on Myntra.’ Responding to the user, Harish said Myntra’s model thrives on volume, not brand health. “They earn through commissions and ads. Returns don’t affect them. More orders mean more money, even if brands suffer,” he mentions.