After a success for M-Now in Bengaluru, Myntra has announced that it has extended the reach of its express delivery service, M-Now, to Delhi-NCR and Mumbai—two of India’s high consumption markets. With this expansion, the fashion, beauty and lifestyle platform now brings hyper-fast access to more than 90,000 trend-driven products from over 600 brands to all three metros.
Backed by a strongly expanding network of 40+ dark stores strategically located in Bengaluru, Delhi, and Mumbai, M-Now has become a central pillar in Myntra’s speed-oriented delivery network. The service guaranteeing delivery within hours has seen a near doubling of day-order volume over the last quarter—driven by growth in fashion categories at an accelerated pace.
On high-engagement occasions such as Valentine’s Day, M-Now saw a 4.5X boost in orders and a 5X increase in new users. Top choices were dresses, T-shirts, perfumes, watches, and accessories, while gifting premium brands such as MANGO, Fossil, Calvin Klein, and Hidesign saw demand rise over 4X. General consumer trends are seeing increasing demand for occasion-based and lifestyle shopping across dressing up, self-care, fitness, home styling, and gifting.
Sharon Pais, Chief Business Officer at Myntra, highlighted the brand’s emphasis on speed as a foundation of customer experience, and said that with M-Now, they are changing the game of convenience in fashion retail—combining fast delivery with a rich assortment and a world-class platform. She added that moving to Mumbai and Delhi is a natural progression in their pursuit to transform last-mile delivery, particularly for impulse or time-sensitive purchases.
The current quarter also witnessed M-Now gaining from relevant occasions. Demand during Mother’s Day, for example, rose by 3.5X in apparel and spiked in beauty, home decor, and accessories. MANGO, Tommy Hilfiger, Libas, BIBA, trueBrowns, and Etude are some of the brands that were favoured by customers.
Alongside fashion, summer also fueled high demand for travel gear, with trolley bags and backpacks recording 5X and 2X growth respectively. The IPL final further contributed to the momentum, as sales of RCB jerseys surged 6X higher than on regular days—highlighting the significance of speed in seizing moments of fun and fandom.
Some recent additions to M-Now’s offerings include Marks & Spencer, Snitch, Pantaloons, Decathlon, and YSL, adding further premium and high-street options to consumers.
