Korean-brand GMV on Indian beauty platform Nykaa reportedly rose 58% in a year, and Reliance Retail's Tira signed exclusive partnerships with TIRTIR and Skin1004. K-beauty is a category where specialist stores compete.
BY FIELD · E-commerce
Amazon, Flipkart, Meesho, Nykaa & D2C
The seller is your Indian entity. Commissions under ₹1,000 are now zero on Amazon and Flipkart, but origin filters and dark-pattern rules apply.
For: companies selling online to Indian consumers (the seller is the Indian entity)What you must do
Required
Official
Whatever the route, the seller is the Indian entity. The Korean head office does not open the account directly
Source: Adullam column · 2026-10-11 ↗Conditional
Official
From 16 Mar 2026: about 1,800 categories and 125 million products. Easy Ship fees for items under ₹300 cut by 20% or more
Source: Storyboard18 (Amazon announcement) · 2026-03-02 ↗Conditional
Official
Introduced Nov 2025; all products on Shopsy. From 8 Jul 2026, zero for fashion at any price
Source: Indian Retailer · 2025-11 ↗ Source: Flipkart (official announcement) · 2026-07-08 ↗Conditional
To verify
Amazon referral fees are usually 2–16.5% of the selling price. Shipping and closing fees are separate
Source: Angel One · 2026-03 ↗Required
Official
New Rule 6(10A) of the Legal Metrology (Packaged Commodities) Rules, in force 1 Jul 2026. Sellers must enter accurate country-of-origin data
Source: Ministry of Consumer Affairs notification (full text on TaxGuru) · 2026-02-13 ↗ Source: S.S. Rana & Co. · 2026-04-08 ↗Required
Official
Give the platform price, expiry, origin, returns, delivery and authenticity details. No reviews posing as consumers; appoint a grievance officer
Source: Mondaq · 2020-10-19 ↗Required
Official
False urgency, basket sneaking, subscription traps, hidden extra charges and more. Platform self-audit advised in June 2025
Source: Mondaq · 2026-09-17 ↗ Source: Storyboard18 · 2025-06-07 ↗Conditional
Official
If one seller exceeds 25% of platform sales, it may be seen as inventory control. The seller (Indian entity) should set prices
Source: Adullam column · 2026-10-11 ↗Conditional
Official
Using warehouses in several states (e.g. FBA) means an additional GST place of business for each address
Source: Adullam column · 2026-10-11 ↗Steps & deadlines
- 1–2 weeksListing documents (PAN, GSTIN, bank, trademark)Indian entity · Source: Adullam column · 2026-10-11 ↗
- In parallelFinalise import licences and labelsCDSCO·FSSAI·BIS · Source: S.S. Rana & Co. · 2026-10-20 checked ↗
- 1–2 weeksProduct listing (English details, origin, MRP)Amazon·Flipkart·Nykaa · Source: Ministry of Consumer Affairs notification (full text on TaxGuru) · 2026-02-13 ↗
- 1–2 weeksFulfilment centre inbound or self-shippingPlatform · Source: Storyboard18 (Amazon announcement) · 2026-03-02 ↗
- LaunchConnecting ads, coupons and influencersAdullam · Source: Adullam Consulting · 2026-10-20 checked ↗
- MonthlySales and ad report in KoreanAdullam · Source: Adullam Consulting · 2026-10-20 checked ↗
Documents to prepare
- Indian entity PAN and GSTIN
- Trademark application and registration certificate
- CDSCO, FSSAI and BIS approvals
- Product photos and English descriptions
- Legal Metrology label draft
Time & fees Example
- Duration
- Launch in about 4–8 weeks (example)
- Fees
- Quote for launch + monthly operations
- Deliverables
- Store setup · product listing · ad setup · monthly report
Related Adullam platform
Seller accounts are opened in the Indian entity's name
Adullam Incorporation ↗Recent cases
Beauty-tech company APR teamed up with Nykaa, India's largest online beauty platform, and listed 40 products. Nykaa was described as earning about 90% of revenue online while also running about 260 stores.
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