Flipkart-backed lifestyle e-commerce platform Myntra is testing the waters in the quick commerce sector with its latest pilot initiative, M-Now. This service, aimed at delivering select fashion items within two hours, is being trialed in select Bengaluru pin codes, marking Myntra’s entry into a fast-evolving e-commerce trend. As consumer demand for instant gratification grows, Myntra is positioning itself as one of the first specialized fashion platforms to embrace this innovative delivery model.

M-Now builds on the foundation laid by Myntra's M-Express service, which launched in 2022 and guaranteed deliveries within 24–48 hours in metro cities. With M-Now, Myntra is setting a new benchmark for speed, providing customers with an even faster option. A company spokesperson emphasized that the pilot will offer valuable insights into customer preferences, helping determine the service’s scalability across other cities.

While many quick commerce platforms have begun incorporating beauty and fashion into their offerings, Myntra’s move is unique in its exclusive focus on fashion. Leveraging its well-established logistics network and deep understanding of customer behavior, Myntra is charting a new path in the fashion retail space.

The initiative is underpinned by Myntra’s strong market presence, supported by over 40 million annual transacting users. The company’s operational revenue growth, which increased from ₹3,501 crore in FY22 to ₹4,375 crore in FY23, underscores its capacity to innovate and expand successfully.

Myntra’s foray into ultra-fast delivery is not just about convenience but about reshaping the customer experience in the fashion sector. If successful, M-Now could redefine how consumers shop for fashion, setting a new standard in the e-commerce industry and solidifying Myntra’s leadership in the lifestyle retail space.