Following strong customer adoption in Bengaluru, Mumbai, and Delhi NCR, Myntra today announced the expansion of its speed delivery service, M-Now, to Hyderabad. This expansion is backed by Myntra’s growing network of 60+ dark stores across the country.

Shoppers in Hyderabad can now access ~8K trend-first styles from over 500 brands, starting 30 minutes. Ahead of the festive season, the expansion into the city comes on the back of a growing customer base from Hyderabad and the increasing need for instant gratification and convenience. Myntra will operate through a dark-store-led fulfillment model in the city. This setup is designed to handle high-volume orders while maintaining reliable delivery timelines, even during peak shopping periods and festive surges. Popular brands customers can shop from include Levi's, USPA, MANGO, Jack & Jones, Tommy Hilfiger, Vero Moda, Mochi, United Colors of Benetton, Louis Philippe, Bata, L'Oréal, Maybelline, TRESemme, among others.

Speaking on the expansion, Sharon Pais, Chief Business Officer, Myntra, said, “Hyderabad is a fast-growing market with a vibrant and trend-conscious customer base, making it an ideal market for M-Now. Designed to serve those moments when immediacy matters most, the expansion of M-Now into the city strengthens our promise of convenience and raises the benchmark for speed in fashion, beauty, and lifestyle commerce.”

During the recently concluded Raksha Bandhan, M-Now witnessed a 3X surge in demand for gifting-related categories, with accessories spiking by 5X in Mumbai, Delhi and Bangalore. The cities experienced an overall ~1.5 times increase in orders during the festival. Popular new brands added to M-Now recently include Snitch, Anouk, Boldfit, YSL and Cava.

Over the past few years, Myntra has pioneered efforts to delight customers with speed in e-lifestyle through M-Express, which enables deliveries within 24-48 hours. Today, nearly 50% of Myntra’s total orders are fulfilled in under 48 hours across 600+ cities in India, reflecting the rising appreciation for speed-led shopping experiences where they are opting for the best of brands and trends across premium fashion, beauty and lifestyle. By scaling M-Now, Myntra continues to raise the bar on delivery excellence in the e-lifestyle space, addressing both planned and impulse shopping missions while offering consumers the convenience and speed they increasingly expect.