Myntra’s M-Now service offers customers access to 10,000 styles from top global brands like Vero Moda, MANGO, Tommy Hilfiger, MAC, and Bobbi Brown. The platform aims to scale up to 100,000 styles in the next few months. This move positions Myntra as a pioneer in quick commerce for fashion at scale, catering to evolving consumer demands for faster deliveries.
Expansion Plans
- Current Launch: Bengaluru
- Upcoming Cities: Mumbai, Delhi, Pune, and other metros in the coming months
The initiative represents a shift from Myntra’s standard 2-3 day delivery model, making it one of the first vertical e-commerce players globally to embrace rapid delivery at scale.
Industry Context
Quick commerce is rapidly gaining traction in India, with Morgan Stanley estimating the market to grow to $42 billion by 2030, accounting for 18.4% of the e-commerce market. The model thrives in densely populated urban areas, where lower last-mile delivery costs make it economically viable.
Myntra’s CEO, Nandita Sinha, highlighted the significance of this service in a statement:
“Fashion, a highly aspirational category, thrives on a diverse selection that empowers customers to style their complete look. M-Now is a step towards redefining how customers experience fashion.”
Products and Partnerships
Premium brands available through M-Now include:
- Beauty: Huda Beauty, MAC, Forest Essentials, Estée Lauder
- Accessories: Armani Exchange, Fossil, Casio
Pilot Success and Consumer Response
Myntra reported strong customer response during its pilot runs, emphasizing the growing demand for quick delivery options in fashion.
M-Now’s introduction marks a bold step in India’s quick-commerce evolution, setting new benchmarks for customer convenience and service excellence in the fashion industry.
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