Bengaluru: Myntra has entered into the quick-commerce space with its new service, M-Now, which promises delivery of fashion, beauty, and lifestyle products within a short time span of 30 minutes. Initially introduced in Bengaluru, the service will soon be extended to Delhi, Mumbai, and Pune.
Focused on Younger Consumers
With M-Now, Myntra aims to meet the growing demand for rapid delivery, especially among Gen Z and millennial shoppers. The service leverages a network of third-party dark stores and offline brand outlets for order fulfillment. Currently, it offers access to thousands of styles from brands like Tommy Hilfiger, MANGO, and MAC, with plans to scale to 100,000 styles in the next few months.
Introducing Quick Commerce in Fashion
With this feature, Myntra has become the first major fashion e-commerce platform in India to introduce quick-commerce services at such a scale. This move demonstrates a growing trend, as non-grocery quick commerce gains popularity, covering categories such as electronics and kitchen appliances. Other fashion brands like Fabindia, Decathlon, and Adidas are also entering this competitive market.
Addressing Challenges in Quick Commerce
The Indian quick-commerce industry is expected to grow to $42 billion by 2030, according to Morgan Stanley. While the market offers significant potential, it also presents logistical challenges, including maintaining a diverse product selection and scaling delivery networks. Myntra’s pilot runs revealed strong demand, which has encouraged the company to scale M-Now.
Transforming Lifestyle Shopping
Myntra’s CEO, Nandita Sinha, highlighted the service’s transformative role in reshaping India’s lifestyle shopping experience. She emphasized the company’s commitment to meeting evolving fashion aspirations, positioning M-Now as a key step toward redefining convenience in fashion retail.
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