Nykaa, the popular Indian beauty and fashion e-commerce platform, has achieved a significant milestone with its in-house brands. Their gross merchandise value (GMV) surpassed ₹2,100 crore in the fiscal year 2025. This substantial figure demonstrates the considerable success of Nykaa’s strategy to cultivate its own product lines alongside third-party sellers. The growth underscores the strong consumer demand for Nykaa’s private label offerings and their ability to compete effectively within a crowded market.

This achievement highlights the company’s strategic focus on building a robust portfolio of in-house brands. By controlling the entire supply chain, from product development to marketing, Nykaa can maintain consistent quality and optimize pricing, leading to higher profit margins and brand loyalty. This vertical integration is a key differentiator for Nykaa and allows them to offer competitive products tailored to the specific preferences of their customer base.

The success of Nykaa’s in-house brands also speaks to the broader trends within the Indian e-commerce landscape. Consumers are increasingly showing a preference for trusted brands and curated selections, making private labels a lucrative avenue for growth. Nykaa’s ability to leverage its strong online presence and established customer base to promote these brands has proven incredibly effective.

The ₹2,100 crore GMV milestone represents a major step forward for Nykaa and solidifies its position as a significant player in the Indian beauty and personal care market. This success will likely encourage further investment in the development and expansion of their in-house brands, potentially leading to even greater growth in the coming years. The company’s strategic approach to building its own product lines serves as a case study for other e-commerce players looking to diversify their offerings and enhance profitability.