Myntra, a leading fashion and beauty e-commerce platform, has unveiled its quick commerce vertical, M-Now, promising deliveries within 30 minutes. Integrated within the Myntra app, this new feature allows shoppers to access a curated selection of fashion, beauty, and lifestyle products. The service debuts in Bengaluru, with plans to expand to cities like Mumbai, Delhi, and Pune in the near future.
The M-Now initiative is designed to address the growing demand for convenience and speed. According to Myntra CEO Nandita Sinha, the platform aims to deliver immediacy while providing customers access to the latest trends and premium brand experiences. With over 70 million monthly active users, Myntra’s M-Now is set to reshape how customers shop for fashion and beauty products online.
Myntra first introduced faster delivery options with M-Express in 2022, offering deliveries within 24 to 48 hours. M-Now takes this concept further by offering real-time delivery solutions. Sinha highlights that M-Now seeks to minimize customer trade-offs between convenience and product selection.
Unlike other quick commerce ventures, Myntra will rely on third-party delivery partners to support its logistics needs. The company is working closely with these partners to overcome the challenges of ensuring 30-minute deliveries. Leveraging its technological strengths, Myntra aims to enhance real-time order management and improve capacity for seamless operations.
Myntra currently offers products from over 9,700 leading brands, including H&M, Levi’s, US Polo Assn, Tommy Hilfiger, HUDA Beauty, and Nike, among others. The platform services 19,000+ pin codes across India, making it one of the most extensive e-commerce networks in the country.
With increasing consumer impatience for faster deliveries, quick commerce is witnessing significant growth, especially in the beauty and personal care segments. According to Karan Taurani, Senior VP at Elara Capital, the need for quick commerce drives platforms like Myntra to invest heavily in logistics and supply chain optimization.
Myntra plans to continuously refine its M-Now offering by expanding product categories, optimizing delivery times, and maintaining its promise of premium customer experiences. As Sinha notes, "This is just the beginning."