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Myntra’s quick-delivery offering M-Now has completed one year, emerging as a significant growth engine for the fashion, beauty and lifestyle platform. Launched to meet the “I want it now” expectations of digitally native shoppers, M-Now now accounts for 10% of orders in cities where it is active.
Over the past year, the service has expanded across Bengaluru, Mumbai, Delhi-NCR, Hyderabad, Kolkata and Pune, bringing rapid delivery of premium fashion and lifestyle products to customers seeking speed and convenience.
M-Now’s debut year has been marked by notable traction and scale recording over 35 million unique visitors and achieving 20% customer penetration in active locations. The service expanded its network to more than 80 dark stores and now covers over 940 pincodes, while offering a selection of 1,000+ domestic and international brands. Deliveries were fulfilled from as early as 6:05 am to as late as 11:45 pm, with the fastest order delivered in just 10 minutes in Bengaluru. The highest-value purchase to date was a Dyson hair dryer priced at ₹55,000.
Nandita Sinha, CEO of Myntra, said M-Now has quickly become central to Myntra’s promise of a premium, high-speed shopping experience “The introduction of M-Now has been pivotal in providing elevated shopping experiences to digital-first shoppers who value convenience and speed while looking for premium fashion brands. M-Now has rapidly established itself as a key growth engine drawing in new customers and fueling demand” she said. “As we double down on M-Now through tech-led personalised shopping experience, our focus will be to sharpen the offerings to cater to diverse and evolving trend-first e-lifestyle need states, while addressing the last-minute fashion needs of customers.”
M-Now currently offers more than 1 lakh SKUs, spanning women’s western and Indian wear, men’s casual wear, beauty and personal care, jewellery, footwear, handbags, watches and fragrances. Sports footwear and premium beauty saw rising demand, while gifting emerged as a major contributor, particularly during festive and seasonal peaks.
Popular brands on M-Now include MANGO, Tommy Hilfiger, Levi’s, USPA, Jack & Jones, adidas, Puma, ASICS, Skechers, Michael Kors, GUESS, Fossil, Casio, CeraVe, M.A.C, Maybelline, Huda Beauty, BIBA, Rare Rabbit, Snitch, The Souled Store, Taavi, Libas, Indo Era and Manyavar.
With customer appetite for instant delivery growing, Myntra plans to scale M-Now to more cities while deepening personalisation, expanding assortments and enhancing delivery accuracy. The company aims to strengthen its speed-led proposition and offer millions of shoppers a seamless, rapid and trend-forward shopping experience.
This article was originally published by the Franchiseindia.com. To read the full version, visit here 
