Nike India's Strategic Shift: Operations to Move to Nykaa Platform from 2026
In a significant development within India's retail landscape, two major industry players are joining forces. Global sports apparel leader Nike has announced plans to transfer its e-commerce operations in India to beauty and fashion marketplace Nykaa, with the transition scheduled to commence from February 2026.
Preparing for the Transition
Ahead of this major operational shift, Nike has already begun redirecting its official Indian website. Visitors to Nike.com are now being directed to the updated platform, while the company's official mobile application will undergo a complete relaunch under the new arrangement starting January 30, 2026.
Enhanced Customer Experience
The partnership promises substantial benefits for Indian consumers. Once Nykaa assumes control of Nike's operations, customers can expect:
- Free shipping on all orders without minimum purchase requirements
- Free exchanges on the same product categories
- Significantly faster delivery services, with two-day delivery in metropolitan cities and four-day delivery in tier-two urban centers
The platform will continue offering Nike's complete product range, including premium sneakers, performance sportswear, and athletic apparel collections. However, this transition will involve the discontinuation of several existing features that Indian customers have previously accessed.
Features Being Discontinued
As part of the operational restructuring, several Nike services will no longer be available in the Indian market:
- Existing Nike member accounts will become inaccessible on both the mobile application and website platforms
- The popular Nike By You customization service, which allowed personalized product creation
- The SNKRS web platform, Nike's dedicated channel for limited-edition releases
Notably, access to Nike Training Club and Nike Run Club applications will remain unaffected by these changes. The company is currently revising its terms and conditions, sales policies, and privacy documentation to reflect the new operational framework, with updated details to be published on Nike's official Indian website.
Drivers Behind the Strategic Move
This operational transition follows persistent customer complaints regarding Nike's e-commerce experience in India. Particular frustration emerged around monthly SNKRS drops—Nike's official platform for releasing high-demand sneakers and limited-edition collections, including premium Jordan and Converse products.
The challenges were exacerbated by Nike's logistical setup in the region. Without dedicated warehousing infrastructure in India, the company relied on direct shipping from its Singapore distribution hub, which served as the primary fulfillment center for Southeast Asia, including the Indian market. This single-hub approach created significant operational complexities as demand surged over the past five years.
Nykaa's New Platform Approach
Under the new arrangement, Nykaa will manage all SNKRS releases in India, implementing enhanced systems designed to:
- Reduce automated bot activity that often plagued previous releases
- Better manage demand for exclusive products
- Provide enriched product storytelling with design and heritage content
- Feature comprehensive live event coverage
Mutual Benefits of the Partnership
For Nykaa, this collaboration arrives at an opportune moment as the company seeks to strengthen its fashion vertical, which has traditionally trailed behind its core beauty business. The partnership offers multiple advantages:
- Improved inventory turnover through association with a globally recognized brand
- Increased platform traffic from Nike's established customer base
- Enhanced credibility in the fashion and athletic apparel segments
Conversely, Nike gains access to Nykaa's established logistics network, local execution capabilities, and deep understanding of the Indian consumer market—elements that were previously challenging for the international brand to navigate independently.
This strategic partnership represents a significant evolution in how global brands approach the Indian market, leveraging local expertise while maintaining international brand standards and product offerings.
