Fashion, beauty, and lifestyle platform Myntra has announced the expansion of its expedited delivery service, M-Now, to Delhi-NCR and Mumbai. The service, which promises delivery in just 30 minutes, was earlier launched in Bengaluru and has seen strong consumer adoption.
With this expansion, shoppers in all three metros now have access to over 90,000 trend-first SKUs across more than 600 brands. The growth of M-Now is supported by Myntra’s expanding network of 40+ dark stores across Bengaluru, Delhi, and Mumbai.
The platform has seen M-Now orders nearly double in the last quarter, particularly in fashion categories. During Valentine’s Day, M-Now recorded a 4.5X increase in orders and 5X growth in new customers. High-demand items include dresses, perfumes, watches, T-shirts, shirts, and accessories. Premium gifting brands like MANGO, Fossil, Calvin Klein, and Hidesign saw a 4X surge in demand.
Popular product categories on M-Now include T-shirts, dresses, jeans, kurta sets, lipsticks, and perfumes. Shoppers are also gravitating towards brands such as Levi’s, USPA, MANGO, Jack & Jones, Tommy Hilfiger, Vero Moda, YSL, Bobbi Brown, Dyson, Estee Lauder, Prada, L’Oréal, and Maybelline. Recent brand additions include Marks & Spencer, Snitch, Pantaloons, Decathlon, and YSL.
Sharon Pais, Chief Business Officer, Myntra, said, “Speed is one of the core principles of the best-in-class customer experience that Myntra is renowned for. With M-Now, we’re redefining what convenience means in fashion by marrying speed with the width of selection and platform experience. The expansion of M-Now to Mumbai and Delhi is a natural progression of our commitment to delivering exceptional customer experiences, especially for those moments where immediacy matters most, as we continue to delight customers with unparalleled speed in e-lifestyle.”
Seasonal demand has also played a role in M-Now’s growth. The summer season saw a ~5X spike in trolley bag demand and a 2X rise in backpacks. During the IPL finale, RCB jerseys saw a 6X surge over normal demand.
Topical days have further fueled growth. On Mother’s Day, apparel demand through M-Now rose 3.5X, led by gifting. Beauty, home décor, and accessories also witnessed high interest, with brands such as MANGO, Tommy Hilfiger, Jack & Jones, Libas, BIBA, trueBrowns, Etude, Forest Essentials, and CeraVe being popular.
Myntra’s journey towards faster deliveries began with M-Express, which enables 24-48 hour deliveries. Today, around 50% of Myntra’s orders are fulfilled within 48 hours across 600+ cities. M-Now builds on this foundation to cater to both planned and impulse purchases, enhancing convenience and speed for customers.
