Lifestyle e-commerce platform Myntra has announced its entry into the quick commerce space with the launch of M-Now in Bengaluru. The new service guarantees delivery within 30 minutes of placing an order. Myntra, which is owned by Flipkart, plans to expand M-Now to other metro and non-metro cities such as Mumbai, Delhi, and Pune in the coming months.
CEO Nandita Sinha explained that fashion thrives on variety, and M-Now aims to empower customers to create complete looks with a quick and diverse selection. Myntra has become the first online fashion retailer to venture into the fast-growing rapid delivery sector, marking a shift in consumer shopping habits.
Initially piloted in select Bengaluru pin codes in November, M-Now officially launched on Thursday. Myntra’s new service enters the competitive quick delivery market alongside companies like Blinkit, which introduced a 10-minute return and exchange policy for clothing and footwear in select cities earlier this year.
Myntra’s focus remains on Generation Z, who have been instrumental in shaping fashion trends, with D2C (direct-to-consumer) brands catering to their preferences. The company aims to further refine its M-Now offerings, improving both selection and delivery speed.
In addition to M-Now, Myntra had previously launched M-Express in 2022, a service that offered 48-hour delivery in metro cities, marking its first foray into speed-sensitive shopping.
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