Flipkart launches 'Fashion Spotlight' to boost D2C brands’ growth in India

Leading e-commerce platform, Flipkart has launched a new program to boost the growth of direct-to-consumer (D2C) brands in I        ndia. Known as ‘Fashion Spotlight’, this initiative focuses on digital-first brands, especially those from smaller towns and cities aims to help them overcome barriers in scaling their businesses.

The program is launching just in time for India's 2025 festive season, which is a major sales period for fashion. Flipkart plans to expand the program tenfold by the end of the year, bringing on approximately 500 brands and democratizing the D2C fashion landscape.

While product innovation in India's fashion sector is thriving - from sustainable fabrics to traditional designs - many entrepreneurs struggle with discovery and distribution. Fashion Spotlight is designed to close this gap by leveraging Flipkart's extensive consumer data, merchandising expertise, and platform reach. The program is built on three key pillars including curated discovery, iterative product feedback and guaranteed visibility.

Flipkart has already seen significant growth from D2C fashion brands on its platform, with Rare Rabbit growing over 500 per cent Y-o-Y, Miraggio by more than 2,300 per cent, and Zouk by over 200 per cent.

Going beyond traditional accelerator models, Fashion Spotlight integrates Flipkart's full suite of technological capabilities. This includes features like video cataloging, image search, live commerce, and virtual try-ons, which create a tech-powered environment for fashion entrepreneurs to scale their businesses with confidence.

The program's timing aligns with a shift in the Indian fashion market, where consumers are increasingly prioritizing trends, identity, and comfort over just low prices. With one in three new Flipkart users making their first purchase in the fashion category, the company is positioning itself as a key growth driver for the D2C fashion ecosystem.