Myntra jumps onto 30 minute deliveries, won't charge customers for now

Nandita Sinha, CEO of Myntra and head of Flipkart Fashion

Walmart-owned etailer Myntra has no plans to charge customers any additional convenience fee for express orders under M-Now, the company’s rapid delivery arm which offers 30-minute deliveries, chief executive officer Nandita Sinha told Moneycontrol in an interview.

M-Now is Myntra’s latest offering through which it will deliver clothes and accessories in 30-minutes to customers in Bengaluru. The launch comes at a time when an increasing number of companies are looking to ride on the quick commerce boom, thanks to companies such as Zomato’s Blinkit, Swiggy Instamart, Zepto, Flipkart Minutes, Tata BigBasket and more which have changed purchasing patterns among customers.

While quick commerce companies deliver groceries and other essentials in 10-20 minutes, they charge customers an additional amount for the additional convenience, as per analysts. Myntra, however, has other plans at least for now.

“Right now we are just launching, so no different (pricing) is planned. But the space will evolve. We'll figure out how customers are looking at selection, how they are looking at convenience, kind of brands and products (they want)...and what really works for them. So, we'll figure that,” Sinha said.

ALSO READ: Nandita Sinha tightens grip on Flipkart Fashion, appoints Myntra’s Sharon Pais as business head

Third-party tie ups
Myntra has partnered with third-parties to leverage their dark stores for Myntra deliveries.

“Currently, we are working with third parties for their dark stores but all of this is emerging, we’ll explore other synergies as we expand,” Sinha told Moneycontrol. The company is not keen on dark store exclusivity since it's still early days. “We are not seeing it from an exclusivity point of view. It's more about what the requirement for Myntra is, how much space is required, what the logistics is like and everything else.”

This is at odds with the original quick commerce model wherein companies control the dark stores themselves.

While the service is currently live in Bengaluru, it will expand to Mumbai, Delhi, Pune and others in the coming months. The company will also increase assortment to 1,00,000 from 10,000 currently over time, Sinha said.

Myntra plans to increase the assortment available on M-Now by partnering with existing stores of different brands.

“Our deliveries are going to be a mix of these two (dark stores and tie-ups with brand stores),” Sinha said.

With the launch Myntra has become the latest company to hop on to the quick commerce bandwagon at a time when customer preferences are changing and an increasing number of them want faster deliveries as opposed to 2-3 days deliveries earlier.