Myntra, India’s leading fashion e-commerce platform, has ventured into quick-commerce with its new service, M-Now. Myntra Launches M-Now promising deliveries in just 30 minutes. This move marks Myntra as India’s first major fashion e-commerce player to adopt the quick-commerce model on a significant scale.
The service, initially launched in Bengaluru, will soon spread to other cities such as Delhi, Mumbai, and Pune. With Gen Z and millennials increasingly demanding faster delivery, Myntra looks forward to rewriting the book on fashion and lifestyle shopping in India.
Target Aspirational Shoppers
M-Now focuses on delivering fashion, beauty, and lifestyle products fast. “Fashion thrives on diversity, empowering customers to complete their look. M-Now will reshape India’s lifestyle shopping experience with global brands and innovative delivery,” said Nandita Sinha, Myntra’s CEO.
Myntra’s quick-commerce bases its orders fulfillment on an expanded third-party dark store and offline brand partner network. So far, it offers 10,000 styles under leading brands like Tommy Hilfiger, MANGO, and MAC, to grow up to over 100,000 styles within three to four months.
Growth in Quick Commerce Competition
Myntra’s foray is intensifying competition in the fast-evolving non-grocery quick-commerce space. Even established players like Fabindia, Decathlon, and Adidas have entered the fray to capture changing consumer preferences.
India’s quick-commerce market, which is expected to reach $42 billion by 2030 (Morgan Stanley), is diversifying beyond groceries into categories like electronics, toys, and lifestyle products. Myntra’s move could set new benchmarks for other e-commerce giants.
Challenges and Opportunities
The fast delivery model does pose logistics challenges. The right selection of the product within 30 minutes would require quite a level of coordination in supply chains. Scaling the delivery network is yet another critical challenge.
Yet, Myntra senses opportunities. Post-pandemic trends have created more fashion shopping occasions, hence more demands for quick services. Preliminary pilot runs looked promising enough to reinforce the decision to scale M-Now.
Our pilot runs showed strong demand. As an enabler, Myntra is committed to meeting evolving customer aspirations,” Sinha added.
The launch of M-Now signals Myntra’s commitment to innovation in the Indian market. With global fashion and quick commerce convenience, Myntra will set a new standard for lifestyle shopping. For more exciting updates, subscribe to FounderLabs.
