Myntra M Now quick commerce service scales fashion delivery in India

Myntra’s fast delivery offering has completed its first year with strong growth across key Indian markets. The Myntra M Now quick commerce service is designed to give shoppers near instant access to premium fashion, beauty and lifestyle products, strengthening the platform’s position in digital first retail.

M Now has scaled to major markets including Bengaluru, Mumbai, Delhi NCR, Hyderabad, Kolkata and Pune, focusing on consumers who prize speed, convenience and brand choice. Over its first year, the service accounted for 10 percent of orders in active markets and emerged as a key growth lever for Myntra.

The service has reached more than 35 million unique visitors and achieved 20 percent customer penetration in cities where it is active. Coverage now extends to more than 940 pincodes across the country, supported by a network of 80 dark stores with plans for further rollout.

M Now offers more than 100,000 stock keeping units from 1,000 domestic and international brands. Orders are delivered from as early as 6:05 am to as late as 11:45 pm. Myntra recorded a delivery as fast as 10 minutes in Bengaluru, while the highest value item sold to date is a Dyson hair dryer priced at Rs 55,000.

The assortment spans women’s western and Indian wear, men’s casual and occasion wear, beauty products, footwear, jewellery, watches, handbags, perfumes, premium beauty and sports shoes. Gifting has emerged as a strong driver, with noticeable spikes in related categories during festivals and special occasions.

Popular brands available on M Now include MANGO, Tommy Hilfiger, Levi’s, USPA, Jack and Jones, adidas, Puma, ASICS, Skechers, Michael Kors, GUESS, Fossil, Casio, CeraVe, Maybelline, M A C, Huda Beauty, BIBA, trueBrowns, Rare Rabbit, The Souled Store, Snitch, Taavi, Libas, Indo Era and Manyavar.

CEO Nandita Sinha said the service has been pivotal in offering elevated shopping experiences to digital first customers who value both convenience and speed while seeking premium brands. She described M Now as a key growth engine that draws new users to the platform and fuels demand.

Sinha added that Myntra plans to double down on M Now with technology led personalisation. The focus will be on sharpening the assortment to serve diverse and evolving trend driven lifestyle needs, while addressing last minute fashion requirements for users.

As fast delivery and personalised discovery reshape online shopping, Myntra aims to push the speed led model in fashion, beauty and lifestyle. The combination of technology enabled convenience, expanded assortment and locally optimised logistics is central to its expansion plans.

With further city launches on the roadmap, M Now is positioned to unlock instant gratification for a wider base of customers nationwide, making quick access to premium fashion and beauty a more routine part of everyday shopping.

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