Myntra has taken a bold step into the quick commerce sector with its pilot project, M-Now. Focused on delivering select fashion items within two hours, this initiative is currently being tested in a few Bengaluru pin codes. As quick commerce trends grow, Myntra is setting itself apart as one of the first specialized fashion platforms to explore this arena.
Expanding Beyond M-Express
In 2022, Myntra introduced M-Express, a service designed to deliver products within 24–48 hours in metro cities. M-Now builds on this foundation, aiming to offer an even faster delivery option. According to a Myntra spokesperson, the pilot will help gather insights that will determine the service’s potential expansion across more locations.
Competitive Edge in Fashion Quick Commerce
While many quick commerce platforms are incorporating beauty and fashion into their offerings, Myntra’s move is unique. Unlike general quick commerce services, M-Now directly addresses the fashion market, leveraging Myntra’s established logistics and its deep understanding of customer preferences.
Strong User Base and Market Presence
Myntra’s large and loyal customer base of 40 million annual transacting users underpins the M-Now initiative. The company’s operational revenue growth, rising from ₹3,501 crore in FY22 to ₹4,375 crore in FY23, demonstrates its capacity to innovate and scale successfully.
The Road Ahead for M-Now
With M-Now, Myntra is testing the boundaries of customer experience by combining speed and convenience in fashion retail. If successful, this initiative could redefine how customers shop for fashion, setting a new benchmark for the e-commerce industry.
Myntra’s pilot project reflects its commitment to staying ahead of trends, aiming to enhance the shopping experience while strengthening its market position.
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