Myntra enters quick-commerce space with M-Now for 30-minute deliveries

Myntra has stepped into the quick-commerce sector with its latest service, M-Now, aiming to deliver fashion, beauty, and lifestyle products within 30 minutes.

Initially launching in Bengaluru, the service will soon expand to major cities like Delhi, Mumbai, and Pune in the coming months.

The fashion e-commerce giant is targeting growing demand for rapid delivery among younger consumers, particularly Gen Z and millennials.

“Fashion, a highly aspirational category, thrives on a diverse selection that empowers customers to style their complete look. As enablers, we are truly grateful for Myntra’s strong association with leading brands across the globe, which are at the front and center of catering to the evolving fashion aspirations of the country. Together with the brands, 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 at Myntra.

Expansion and logistics

Myntra's quick-commerce model relies on a network of third-party dark stores and brand partners' offline outlets for order fulfilment.

While the company currently offers access to 10,000 styles from renowned brands such as Tommy Hilfiger, MANGO, and MAC, it plans to expand this selection to over 100,000 styles in the next three to four months.

Rising Competition

Myntra is the first major fashion e-commerce platform in India to adopt quick commerce at this scale.

The move comes as non-grocery quick commerce—covering categories like electronics, toys, and even kitchen appliances—gains traction in the country.

Players like Fabindia, Decathlon, and Adidas have also joined this space, making the market increasingly competitive.

The quick-commerce industry in India is projected to grow to $42 billion by 2030, according to Morgan Stanley.

Challenges and opportunities

Despite the potential, quick commerce presents logistical challenges. Ensuring the right selection of products within 30 minutes and scaling delivery networks are areas where significant effort will be invested, Sinha noted.

However, with post-pandemic shifts driving broader fashion shopping occasions, the company is optimistic about the success of M-Now.

"Our pilot runs showed strong demand, encouraging us to scale this offering. As an enabler, Myntra remains committed to addressing the evolving fashion aspirations of our customers," Sinha said.