After Bengaluru, Myntra is launching its expedited delivery service for fashion and beauty products, M-Now to Delhi-NCR and Mumbai. This expansion is being supported by an expanded network of over 40 dark stores across these three cities, each equipped to store about 25,000 products.
Sharon Pais, Chief Business Officer, Myntra told businessline, “Speed-led fashion commerce is projected to grow 5x by 2028 to become a $1 billion opportunity. Already, nearly 50 per cent of Myntra’s orders are fulfilled within 48 hours (M-Express) across 600 cities. This signals a broader behavioural shift. Consumers increasingly equate speed with value, especially in premium fashion and lifestyle. M-Now is aimed at empowering Myntra’s shoppers to receive their orders starting in just 30 minutes. It offers nearly 90,000 SKUs from over 600 brands.”
She added that early adoption trends indicate that expedited deliveries are becoming a core driver of preference and is not just a value add. Myntra had launched M-Now in Bengaluru earlier this year.
Speed-sensitive
The platform said it is also exploring options to launch M-Now in other geographies where there are speed-sensitive and fashion-forward customers. ”In the last quarter, M-Now has almost grown to 2x in terms of orders per day, with fashion categories growing faster. Most use cases involve last-minute shopping needs where otherwise customers were not able to find the right size, the right product or be able to get it delivered within their required time. We have also identified emerging consumption themes that are playing out strongly on the platform: dressing up, grooming, working out, home decoration, and gifting,” Pais explained.
The platform further said M-Now witnessed high demand during festivals and other occasions such as Holi, Eid, Mother’s Day and IPL. During the pilot phase in the two cities , the platform said it witnessed high customer demand, particularly during the recent topical days such as Mother’s Day and Holi.
Buying into a lifestyle
“As this space evolves, it’s clear that customers are no longer just buying products but they’re buying into a lifestyle, which is powered by speed, discovery, and seamless service. The real growth lies in anticipating these needs and innovating ahead of them, making speed not just a logistical edge, but a strategic differentiator in fashion e-commerce,” Pais noted.