Myntra has extended its M-Now 30-minute delivery service, initially launched in Bengaluru, to include Mumbai and Delhi-NCR. This expansion strengthens Myntra’s position in the rapidly growing quick commerce sector, catering to customers seeking immediate access to fashion, beauty, and lifestyle products. The service encompasses over 90,000 products from more than 600 brands across these three major cities, facilitated by a network of over 40 dark stores. M-Now has seen a significant surge in orders, approximately doubling per day in the recent quarter, with fashion driving much of this growth. The platform is designed to serve impulse buys and immediate needs, offering unprecedented speed compared to traditional online shopping. During peak events such as Valentine’s Day and Mother’s Day, order volumes saw substantial increases. For example, Valentine’s Day saw a 4.5x increase in orders and a 5x increase in new customers. The IPL finale also saw a sixfold increase in sales of RCB jerseys through M-Now, demonstrating the platform’s ability to capitalize on real-time trends. Popular product categories include T-shirts, jeans, dresses, kurta sets, lipsticks, and perfumes. M-Now features leading brands like Levi’s, MANGO, Tommy Hilfiger, Bobbi Brown, L’Oréal, and Prada, with new additions like Marks and Spencer, Snitch, Pantaloons, Decathlon and YSL, reflecting Myntra’s goal to offer a diverse range of products. Beyond fashion, lifestyle and seasonal needs are also driving growth. Trolley bag orders increased fivefold, and backpack demand doubled during the summer travel season, showing Myntra’s responsiveness to customer demand. M-Now builds upon the success of M-Express, which already delivers nearly half of all orders within 48 hours to over 600 Indian cities, further accelerating the pace of e-commerce within the fashion industry.
