Comet, an Indian sneaker brand that sells directly to consumers, made a smart move to grow its business by launching on Myntra on January 30, 2026. This is Comet’s first time selling on a marketplace. Before this, they focused on building their brand through their own online store and a growing number of physical stores in India.
From the start, Comet wanted to control its customer relationships, brand image, and product design. That’s why they stayed off marketplaces at first, so they could create a unique identity in India’s competitive shoe market. Going on Myntra now shows that they are changing their sales strategy a bit, but they are not moving away from their main direct-to-consumer business in India.
Joining Myntra lets Comet reach more people in India while still controlling how their brand is seen, what products are offered, and how their story is told. As India’s direct-to-consumer market grows, many brands are using a mix of their own sales channels and select marketplaces to grow without hurting their brand. Comet’s move is part of this trend in the Indian market in 2025.
Utkarsh Gupta and Dishant Daryani, who started Comet, said that they joined the marketplace because it was a good fit for their brand, not just to increase sales. They mentioned that staying off marketplaces was a choice they made early on, which helped Comet build strong relationships with its customers. The founders think Myntra is the next logical step because they understand design, culture, and how to build brands in the direct-to-consumer fashion and lifestyle space.
To celebrate its launch on Myntra, Comet released a special sneaker called the X Lows Polaris, which is only available on Myntra. This shows that Comet is serious about design and treats marketplaces as important partners.
The launch was supported by an event at Bandstand in Mumbai, which helped spread the word beyond just online channels. The event featured a display inspired by the sneaker’s design, creating a memorable experience that combined the physical and digital worlds. These kinds of events show how direct-to-consumer startups are connecting offline storytelling with online sales to get customers more involved.
Comet’s arrival on Myntra shows a change in the Indian direct-to-consumer scene. Brands that have found success on their own are now using large platforms to grow faster. Marketplaces give access to customers who are ready to buy, good logistics, and a national audience. At the same time, brands like Comet are keeping their identity through their own channels and customer engagement.
The company hasn’t shared details about funding for this expansion. The focus is still on design, culture, and building a lasting sneaker brand, rather than just selling a lot of shoes quickly.
With its Myntra launch, Comet is starting a new chapter that combines the strengths of selling directly to consumers with the reach of a major marketplace. This partnership should help more people them, while their own platforms remain key for building community and brand loyalty in India’s quickly growing direct-to-consumer market.
