Myntra ventures into quick commerce with \’M-Now,\’ offering 30-minute fashion deliveries.

Myntra, the Indian fashion e-commerce platform, is entering the quick commerce space with the launch of M-Now, a service that promises 30-minute fashion deliveries. Initially introduced in Bengaluru, the service is expected to expand to cities like Mumbai, Delhi, and Pune in the near future.

M-Now currently offers over 10,000 product styles, including apparel, beauty, accessories, and home decor, from both domestic and international brands. Myntra plans to broaden this selection to more than 100,000 styles in the coming months, positioning itself as a comprehensive quick commerce platform in the lifestyle segment. Customers can choose from globally recognized brands such as Levi\’s, Vero Moda, Mango, Huda Beauty, and Fossil, as well as popular domestic brands like Roadster and Campus Sutra, and have their orders delivered quickly.

To ensure efficient delivery, Myntra, owned by Flipkart, is leveraging partnerships with third-party logistics providers and brand outlets. The service utilizes dark stores for inventory management, enabling real-time order processing. Myntra will also collaborate with brand stores to expand the variety of products available. M-Now is launching two years after Myntra introduced M-Express, an express delivery service designed to deliver products within 24–48 hours of placing an order.

Nandita Sinha, CEO of Myntra, commented on the launch, stating, \”In partnership with the brands, M-Now will play a key role in advancing our shared mission to expand fashion possibilities and transform India’s lifestyle shopping experience. This is just the beginning, and as we progress with M-Now, Myntra will continue to enhance the offering across various aspects, including selection and delivery speed.\”

Although Myntra is entering the domestic quick commerce space, it is somewhat late to the game, as several Indian companies have already focused on this sector. The industry has seen rapid growth and fierce competition, with players like Blinkit, Swiggy Instamart, and Zepto dominating the essentials segment with grocery delivery services. Myntra, however, is targeting the premium lifestyle market and currently does not plan to charge additional convenience fees for M-Now deliveries.
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The success of this new service and its expansion to other cities, along with a broader product selection, will be crucial for Myntra as it works to overcome its financial challenges. In FY23, the company reported a 25% revenue increase, reaching ₹4,375 crore, but its losses also grew to ₹782 crore due to rising operational costs, which increased by 26% to ₹5,290 crore. Despite these challenges, Myntra boasts an impressive user base of over 70 million monthly active users and claims to have been operationally profitable since October 2023, though specific figures were not provided.