Myntra Pilots Ultra-Fast ‘M-Now’ Two-Hour Deliveries
Myntra Pilots Ultra-Fast 'M-Now' Two-Hour Deliveries
The fashion and lifestyle e-commerce giant is testing quick commerce potential in select Bengaluru locations.
Myntra has launched a pilot initiative called “M-Now,” offering two-hour product deliveries in select pin codes in Bengaluru. The move marks Myntra’s entry into the ultra-fast delivery segment, which is gaining traction in India. Currently available in a limited geographical area, the pilot aims to evaluate the feasibility of quick deliveries in the fashion and lifestyle categories.
The service provides a curated selection of products, allowing the company to gauge customer demand and assess operational efficiency. A Myntra spokesperson highlighted that this initiative builds on their earlier delivery program, “M-Express,” which offered expedited delivery within 24-48 hours in metro cities since 2022.
If successful, M-Now is expected to expand to more locations based on customer response and logistical insights from the pilot phase. The initiative comes amid increasing competition from quick commerce players like Blinkit, Zepto, and Swiggy Instamart, who have already ventured into delivering lifestyle, electronics, and beauty products in addition to groceries.
Myntra is leveraging its strong customer base of over 40 million annual transacting users to make a mark in the fast-growing quick commerce space. The company has been doubling down on its GenZ-focused vertical, FWD, which caters to the trend-conscious younger demographic. As of 2024, Myntra’s GenZ customer base grew from 8 million in mid-2023 to 16 million.
Market Potential and Future Growth
With the online trend-first fashion market projected to grow eightfold to $5 billion by 2028, Myntra’s FWD initiative is strategically positioned to dominate the GenZ market. The company plans to add another 20-25 million GenZ customers by 2026.
Myntra’s latest financial results also underscore its strong performance, with operational revenues rising by 25% to ₹4,375 crore in FY23 from ₹3,501 crore in FY22. The company has been experimenting with faster deliveries earlier this year, including a four-hour delivery service tested in cities like Bengaluru and New Delhi.
By piloting M-Now, Myntra aims to stay ahead in the evolving quick commerce landscape, offering unparalleled convenience to its customers. As competition in the fashion and lifestyle quick delivery segment heats up, the success of this initiative could reshape how customers shop for fashion essentials online.
