How do Myntra ads work, and how do you judge them once fashion returns come back?

The formats, and which ones you can buy yourself

Product Listing Ads are the self-serve format. You set bids and budgets in the advertising section of the Partner Portal and pay per click. For most sellers, PLA is all of Myntra advertising.

Banner and display ads, Product Contextual Ads and brand store or sale-event packages are sold by Myntra's ad and category teams, usually to brands with bigger budgets, and priced per deal. If you're offered one, ask in writing what you'll get for the money and how it will be measured.

The Growth Enablement Charge is ad money you've already spent

Myntra's policy, as reproduced by third parties, sets a one-time Growth Enablement Charge of ₹15,000 or ₹25,000 for new sellers. It's taken from your payouts, not invoiced up front, and Myntra gives the same amount back as PLA credits. An assisted programme where Myntra's team runs those credits for you is included.

Treat it as your first ad budget. Spend it on purpose, in your first weeks, on a handful of styles you already believe in, with a rule for when to stop a style that isn't converting. Credits spread thinly across a whole catalogue teach you nothing.

Myntra doesn't publish this policy on an open page, so confirm your own amount and terms in the Partner Portal.

Myntra's ROAS counts orders that come back

The ROAS in the portal is worked out on orders when they're placed. In fashion a large share of those orders are returned, and each return costs you shipping and earns nothing.

The number to manage is ROAS on kept orders: platform ROAS × (1 − your return rate). A 5x ROAS at a 35% return rate is 3.25x on kept orders. Your break-even ROAS is 1 ÷ your margin after Myntra's fees, so at a 30% margin you need 3.3x on kept orders just to stand still. That's why a campaign can look healthy in the portal and still lose money.

Work this out per style. Styles with high return rates, often in sizes that run small or large, need a much higher platform ROAS than accessories that rarely come back.

Plan around the End of Reason Sale

Myntra's biggest sales, the End of Reason Sale and the festive Big Fashion Festival, pull in far more buyers, and click prices rise with them. Get the styles you'll discount in stock and ready two to three weeks before, hold budget back for the sale days, and use the quiet weeks to find out which styles convert.

When to hand Myntra ads to someone else

A brand with a few styles can run PLA alone. Outside help is worth paying for when you sell on Myntra alongside Amazon, Flipkart or your own site and need one plan for where the budget goes, or when you can't yet see ROAS on kept orders per style.

We run Myntra ads for fashion brands and judge them on kept orders, with the portal's ROAS shown alongside for comparison. We work on a monthly retainer or on revenue share, where the fixed fee is 50% of our usual rate plus 5% to 10% of marketplace revenue.