Myntra has launched its rapid delivery service, M-Now, in Delhi-NCR and Mumbai to meet the rising demand for quick fashion deliveries.

The service operates from over 40 dark stores in Bengaluru, Delhi, and Mumbai, each storing up to 25,000 products.

M-Now leverages Myntra’s logistics network and third-party partners for hyperlocal deliveries.

The service builds on the M-Express initiative, which fulfills half of Myntra’s orders on the same or next day across 600 cities.

Since piloting in November 2024, M-Now has seen daily orders double in the past quarter, especially in gifting and occasion wear categories.

🔗 Source: YourStory

🧠 Food for thought

1️⃣ Quick commerce’s strategic leap from groceries to fashion

Quick commerce, initially focused on groceries, is rapidly diversifying into fashion retail in response to changing consumer demands.

The Indian quick commerce market is projected to grow 75-85% to reach $6 billion in gross merchandise value by 2025, with fashion emerging as a key growth category 1.

While established players like Blinkit (acquired by Zomato) and Zepto built their foundations on 10-minute grocery delivery, they’re now expanding into non-grocery categories to capture higher-margin opportunities 2.

Myntra’s M-Now leverages the infrastructure and logistics expertise developed for express delivery to now promise fashion items within hours rather than days.

This strategic pivot reflects the broader evolution of e-commerce, where speed is becoming a competitive differentiator across all retail categories, not just essentials.

2️⃣ Changing consumer behavior driving rapid delivery adoption

Rapid delivery services in fashion are largely driven by evolving consumer expectations, particularly among younger shoppers seeking instant gratification.

Gen Z and millennial consumers are especially influential in this trend, with research showing 56% prefer retailers offering ultra-fast shipping options 3.

Recent Myntra developments