India’s leading fashion e-commerce platform Myntra has officially expanded its quick delivery service, M-Now, to Delhi NCR and Mumbai, following a successful pilot in Bengaluru. Launched in November last year, M-Now offers two-hour delivery for a curated selection of premium fashion, beauty, and lifestyle products, catering to the growing consumer demand for faster and more convenient shopping experiences.
The expansion of M-Now is being supported by a robust infrastructure of over 40 dark stores strategically placed across Bengaluru, Delhi NCR, and Mumbai. These fulfillment centers are optimized for speed and efficiency, with each facility capable of storing approximately 25,000 products, ensuring high availability and rapid dispatch for same-day delivery
Myntra’s M-Now feature is accessible directly through its mobile app, where users in the eligible zones can browse and purchase a wide range of items for quick delivery. The offering currently includes products from top-tier global and Indian brands such as Levi’s, US Polo Assn (USPA), MANGO, Jack & Jones, Tommy Hilfiger, Vero Moda, Yves Saint Laurent (YSL), Bobbi Brown, Dyson, Estee Lauder, Prada, L’Oréal, and Maybelline.
By launching M-Now in India’s largest metro areas, Myntra is positioning itself at the forefront of the ultra-fast fashion and beauty delivery segment, a space that has seen increased interest post-pandemic, as customers prioritize speed, convenience, and last-mile efficiency. This move also aligns with the growing trend of hyperlocal commerce, where digital platforms fulfill online orders from nearby fulfillment centers or stores to reduce delivery times.
According to the company, the M-Now service aims to significantly enhance customer satisfaction and brand loyalty, particularly among urban shoppers who are accustomed to quick deliveries in categories such as food, groceries, and electronics. The service also gives Myntra a competitive edge against other fashion retailers by being one of the first in the Indian fashion space to offer such rapid fulfillment at scale.
Moreover, M-Now strengthens Myntra’s ability to cater to last-minute shoppers, festive purchases, and emergency fashion or beauty needs — a segment that was previously underserved in the online fashion industry. The wide range of high-demand brands also ensures that customers have access to both everyday essentials and luxury items within just a couple of hours.
As the fashion and lifestyle e-commerce market continues to evolve, Myntra’s investment in building a tech-enabled, agile supply chain reinforces its ambition to dominate the customer experience frontier. With further expansion of M-Now likely in more cities, this innovative delivery model could set a new standard for fashion e-commerce in India.
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