Myntra Takes 30-Minute Fashion Delivery to Patna, Jaipur, Lucknow and Ahmedabad

With this expansion, the service is now live in 10 markets across India, offering customers delivery starting in as little as 30 minutes.

The move signals Myntra’s growing focus on catering to rising demand for fast, convenience-led fashion beyond metropolitan hubs. Backed by a network of over 87 dark stores, M-Now brings shoppers in these cities closer to premium international and homegrown brands, while significantly cutting delivery timelines.

Customers in the newly added markets can browse more than 500 brands and over 10,000 styles across fashion, beauty and lifestyle categories. During pilot launches in select pincodes, Myntra saw strong early traction, particularly in Women’s Western and Indian wear, Men’s casual wear, innerwear and loungewear, as well as beauty and personal care.

The momentum peaked during last year’s Diwali season, when these cities recorded a two-fold surge in orders, underlining the appetite for premium fashion delivered at speed. Popular brands included Levi’s, United Colors of Benetton, Tommy Hilfiger, Calvin Klein, Vero Moda, ONLY, MANGO, NEXT, Jockey, Metro, Mochi, L’Oréal and Maybelline.

M-Now was initially adopted in metro cities for last-minute, trend-first fashion and lifestyle needs, and its expansion reflects Myntra’s strategy to meet similar expectations across the country. The platform now serves 98% of India’s serviceable pincodes, with more than 70% of new customers added in 2025 coming from non-metro regions. These shoppers have shown strong demand for categories such as ethnic and western wear, wedding collections, innerwear essentials, beauty products and sportswear.

Commenting on the rollout, Maneesh Kumar Dubey, Vice President Category Management at Myntra, said the rise of Gen Z and digital-first shoppers is reshaping expectations around speed and convenience. “From festive outfits to everyday essentials, instant fulfilment is becoming critical. By delivering trends in minutes, M-Now helps brands meet the ‘instant’ expectations of today’s consumers,” he said, adding that the strong response during pilots highlights significant growth potential as the service scales nationwide.

With its entry into Patna, Jaipur, Lucknow and Ahmedabad, M-Now reinforces Myntra’s commitment to democratizing access to premium brands and hyper-speed delivery in India’s emerging markets. As rapid fulfilment becomes a defining feature of online shopping, the service is set to play a central role in Myntra’s vision of building a nationwide, fashion-first, convenience-led ecosystem.