Myntra expands quick fashion delivery service ‘M-Now’ to Delhi-NCR and Mumbai

Myntra, the fashion and beauty e-commerce platform owned by Flipkart, is accelerating its push into quick commerce by expanding its rapid delivery service, M-Now, to Delhi-NCR and Mumbai. The expansion is aimed at catering to rising consumer demand for rapid access to fashion, particularly for high-intent and occasion-driven purchases.

The development follows a successful pilot in Bengaluru that began in November 2024. The M-Now service enables delivery of fashion and beauty products within hours, and is powered by Myntra’s dense network of more than 40 dark stores across Bengaluru, Delhi and Mumbai. Each facility is capable of storing 20,000 to 25,000 products, allowing the platform to fulfill a wide range of orders quickly.

“As a customer-first organisation, our aim is to cater to the evolving needs of our customers and speed is one of the key strategic pillars for Myntra,” said Sharon Pais, Chief Business Officer at Myntra. “In line with this, we are launching in Delhi-NCR and Mumbai. As we strengthen our offerings in these cities, we will explore other geographies where there are speed-sensitive fashion-forward customers.”

The company currently fulfills nearly half of all orders across 600 cities on the same or next day through its M-Express initiative. M-Now builds on that foundation, offering an even faster experience, supported by Myntra’s in-house logistics capabilities and third-party logistics partners.

According to Pais, customer uptake for M-Now has surged, particularly during gifting occasions and festive periods such as Mother's Day and Holi. The platform has seen twice the number of daily orders in the most recent quarter, with strong growth in categories such as beauty, party wear and accessories.

“While it is still early days, we have seen that the return rates for M-Now have been relatively lower, which could be due to the nature of demand,” Pais added. “M-Now caters to high-intent, occasion-led purchases, leading to naturally lower return rates.”

Myntra’s M-Now service offers access to roughly 90,000 stock-keeping units (SKUs) across 600 brands. Industry observers see the move as part of a broader shift in India’s e-commerce sector, where faster delivery timelines are rapidly becoming table stakes. Rival Nykaa has also launched pilots of its own quick commerce offering, Nykaa Now, which promises deliveries in as little as 2 to 4 hours.