Myntra’s M-Now service, offering 30-minute delivery, has expanded to Mumbai and Delhi-NCR, following its initial launch in Bengaluru. This expansion is a key move to strengthen Myntra’s position in the quick commerce sector, offering instant access to fashion, beauty, and lifestyle products. The service features over 90,000 products from more than 600 brands, supported by more than 40 dark stores across the three key cities. M-Now has witnessed a surge in orders, with approximately a doubling of orders per day in the recent quarter, particularly driven by fashion purchases. The platform aims to fulfill both impulsive purchases and immediate needs, offering rapid delivery compared to conventional online shopping. The service has experienced surges during events, with Valentine’s Day seeing a 4.5x increase in orders and a 5x increase in new customer acquisitions. Mother’s Day also saw a 3.5x rise in apparel orders. Sales of RCB jerseys increased sixfold during the IPL finale through M-Now, demonstrating its ability to capitalize on real-time trends. Top-selling product categories include T-shirts, jeans, dresses, kurta sets, lipsticks, and perfumes. The platform features top brands such as Levi, MANGO, Tommy Hilfiger, Bobbi Brown, L’Oréal, and Prada, along with newer brands such as Marks and Spencer, Snitch, Pantaloons, Decathlon and YSL, which provides wider options for consumers. Beyond fashion, lifestyle and seasonal requirements are also driving demand. Trolley bag orders increased by five times, and backpack demand doubled during the summer travel period, showing Myntra’s ability to anticipate customer needs. M-Now complements M-Express, which delivers nearly half of its orders within 48 hours in over 600 cities across India. M-Now aims to accelerate the fashion e-commerce industry with its faster intra-city delivery.
