In a pioneering move to redefine fashion e-commerce, Flipkart-owned Myntra has unveiled M-Now, a quick-commerce initiative that guarantees delivery within 30 minutes. Initially rolled out in Bengaluru, this hyper-speed service will soon expand to other metropolitan cities, including Mumbai, Delhi, and Pune.
Hyper-speed delivery across categories
M-Now is designed to deliver a wide range of products, including fashion, beauty, accessories, and home items. At launch, the service covers 10,000 styles, with plans to scale this to over 1 lakh styles within the next three to four months. This positions Myntra as a global trailblazer in offering expedited delivery for fashion at scale.
“M-Now will play a transformative role in advancing our collective mission to expand fashion possibilities and reshape India’s lifestyle shopping experience,” said Nandita Sinha, CEO of Myntra. “This is just the beginning, and we will continue to sharpen the offering on multiple fronts, including selection and the speed promise,” she added.
A competitive edge in Indian e-commerce
Myntra’s latest initiative underscores its commitment to staying ahead in India’s competitive fashion e-commerce market, which is projected to grow from $16-17 billion today to $40-45 billion by 2028. The platform competes with industry giants like Amazon Fashion, Reliance Ajio, and others.
M-Now’s expedited delivery aims to eliminate customer wait times, enabling brands such as Vero Moda, Levi’s, Only, Jack & Jones, and high-end labels like Huda Beauty and Armani to reach consumers faster.
Customer-centric approach
The launch of M-Now aligns with Myntra’s focus on meeting evolving consumer expectations. The service emphasizes convenience and immediacy without compromising on trends or quality. According to Myntra, the initiative builds on insights gained from its express delivery service, M-Express, which aims to deliver orders within 24–48 hours in metro cities.
Profitability and financial growth
While Myntra has been operationally profitable since October 2022, its financial performance reflects the challenges of scaling up. Revenue jumped 25% in FY23 to ₹4,375 crore, but losses widened by 31% to ₹782 crore due to increased expenses.
Despite these challenges, Myntra continues to invest in tech-driven innovations and brand collaborations, aiming to redefine India’s shopping experience.
