Myntra doubles down on 30-minute fashion delivery, expands M-Now to Delhi-NCR, Mumbai

Myntra said M-Now’s daily orders have nearly doubled in the past quarter, with fashion outpacing other verticals in growth.

Myntra has expanded its 30-minute fashion delivery service, M-Now, to Delhi-NCR and Mumbai, doubling down on rapid fulfilment just as quick commerce gains traction in India’s fashion sector.

The Walmart-owned platform had piloted the service in Bengaluru last year. With this expansion, M-Now now offers 90,000 products from over 600 brands across the country’s top three metros, powered by more than 40 dark stores, the company said.

This comes at a time when fashion startups such as NEWME, Slikk, Blip, and Knot are betting big on vertical quick commerce, promising deliveries within 30 to 90 minutes, Moneycontrol reported earlier. Myntra’s entry into more cities underscores growing demand for impulse-led fashion shopping — and rising competition.

“Speed is one of the core principles of the best-in-class customer experience that Myntra is renowned for,” said Sharon Pais, Chief Business Officer at Myntra.

Fashion, beauty, and gifting products are driving growth on M-Now. The company said demand for categories like dresses, T-shirts, perfumes, and accessories surged during events like Valentine’s Day and Mother’s Day. Brands such as MANGO, Calvin Klein, Hidesign, and YSL saw 4X or higher spikes in demand on special occasions. IPL-related merchandise like RCB jerseys also saw a 6X jump during the finale.

Myntra said M-Now’s daily orders have nearly doubled in the past quarter, with fashion outpacing other verticals in growth. It also highlighted a spike in summer travel demand, with trolley bags and backpacks clocking 5X and 2X increases respectively.

The platform has onboarded brands like Marks & Spencer, Snitch, Decathlon, and others recently to strengthen its offering.

Myntra earlier launched M-Express, which enables 24–48 hour deliveries in over 600 cities. Nearly half its overall orders are now fulfilled within two days. M-Now is the company’s latest push to win the battle for ultra-fast fashion delivery.

Myntra's quick commerce expansion comes shortly after its Singapore-based parent entity FK Myntra Holdings pumped in $125 million to boost its fashion commerce play.