Myntra, the fashion and beauty e-commerce platform under Flipkart’s umbrella, is stepping up its play in quick commerce with the expansion of its rapid delivery service M-Now to Delhi-NCR and Mumbai. This move comes on the heels of a successful pilot in Bengaluru, launched in November 2024.
M-Now is tailored for high-intent, occasion-driven purchases, offering delivery of fashion and beauty products within hours. Powered by a growing network of over 40 dark stores across Bengaluru, Delhi, and Mumbai, the service is aimed at customers who value immediacy when shopping for last-minute gifting, event outfits, or beauty essentials.
Speed as a Strategic Lever
“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. “We’re launching in Delhi-NCR and Mumbai to meet this demand, and will continue to explore more geographies where speed matters for fashion-forward shoppers.”
Each of Myntra’s dark stores can store between 20,000 to 25,000 products, enabling rapid fulfillment across a wide variety of categories. The company also operates M-Express, which already fulfills nearly 50% of orders across 600 cities on the same or next day. M-Now builds on this logistical foundation with even faster delivery options.
Growing Consumer Demand and Lower Return Rates
According to Pais, daily order volumes for M-Now doubled in the most recent quarter, particularly during occasions like Mother’s Day and Holi. Categories such as beauty, party wear, and accessories saw especially high traction.
“While it is still early days, we’ve observed lower return rates for M-Now orders,” Pais noted. “This could be attributed to the nature of demand—M-Now targets high-intent, event-specific purchases, which often lead to higher satisfaction and lower returns.”
The M-Now catalogue spans 90,000 SKUs across 600 brands, making it one of the most comprehensive quick commerce offerings in fashion and beauty. Orders are fulfilled through a combination of Myntra’s in-house logistics and third-party delivery partners.
The Quick Commerce Shift in Fashion
Industry analysts view Myntra’s M-Now expansion as part of a broader transformation in India’s e-commerce ecosystem. What began in grocery and essentials with Blinkit and Instamart is now influencing fashion and beauty retail, with speed becoming a key differentiator.
Rival platform Nykaa has also begun piloting its own rapid delivery service, Nykaa Now, promising deliveries in as little as 2–4 hours. As consumer expectations evolve, such services are rapidly becoming the new norm in urban Indian markets.
Myntra’s latest move reinforces its ambition to lead not just in assortment or brand partnerships, but also in delivery innovation—a space increasingly critical to winning customer loyalty.