Myntra forays into quick commerce with M-Now, with a 30-minute doorstep delivery for fashion, beauty, and home products. Piloted in Bengaluru, the service covers 10,000 styles and will expand to 1 lakh styles in the next 3-4 months, Nandita Sinha, CEO of Myntra, told businessline.

The service plans to expand to cities such as Mumbai, Delhi, Pune, and Kolkata in the coming months.

“Fashion, a highly aspirational category, thrives on a diverse selection that empowers customers to style their complete look,” said Sinha. “Together with the brands, M-Now will play a transformative role in advancing our collective mission to expand fashion possibilities and reshape India’s lifestyle shopping experience.”

Myntra has curated collections from global brands like Vero Moda, Mango, Tommy Hilfiger, Levi’s, and Only, along with premium beauty offerings from Huda Beauty, Mac, Estée Lauder, and more. Accessories from Fossil, Armani Exchange, and Casio are also part of the portfolio.

On the importance of diverse selections, Sinha stated, “We are truly grateful for Myntra’s strong association with leading brands across the globe, which are at the front and centre of catering to the evolving fashion aspirations of the country.”

Gen Z’s penchant for unplanned fashion needs is at the core of M-Now, with D2C and trend-driven brands like Crocs, Bewakoof, Roadster, and Campus Sutra included in the offering. “M-Now addresses the ‘here and now’ demand, delivering real-time gratification for fashion-forward customers,” said Sinha.

The Bengaluru pilot has received an enthusiastic response, with a median delivery time of 13 minutes and strong uptake across categories, from premium beauty to western wear. “The trust in Myntra and the fine taste for fashion and lifestyle of our customers have driven the organic momentum of M-Now,” said Sinha.

Published on December 5, 2024