Myntra’s M-Now is strengthening the platform’s commitment to delivering branded and trend-first fashion, beauty and lifestyle with speed and convenience for customers. As it completes one year M-Now has quickly expanded its speed proposition for premium lifestyle offerings across multiple cities including Bengaluru, Mumbai, Delhi NCR, Hyderabad, Kolkata, and Pune, eliminating trade-offs for the digitally native fashion-forward customers with a “I want it now” fashion or beauty need. In its first year, M-Now has emerged as an important driver of platform affinity and new customer growth for Myntra, driving 10% of orders in locations M-Now is live in.

Key highlights of the first year:

M-Now’s has witnessed a strong performance in the year, with the service achieving several milestones.

• M-Now saw 35 million+ unique visitors
• M-Now has 20% customer penetration in its active locations
• Successfully scaled to 80 dark stores with plans to expand in more cities
• Customers across 940+ pincodes now experience M-Now
• Expanded total selection to 1000+ coveted domestic and international brands
• The need for fashion at speed can occur at any time - M-Now delivered as early as 05 am and as late as 11.45 pm
• The quickest order was delivered in 10 minutes in Bengaluru
• The highest-value product ordered on M-Now till date was a Dyson Hair Dryer worth INR 55,000

Reflecting on M-Now’s first year journey, Nandita Sinha, Chief Executive Officer, Myntra, said, “The introduction of M-Now has been pivotal in providing elevated shopping experiences to digital-first shoppers who value convenience and speed while looking for premium fashion brands. M-Now has rapidly established itself as a key growth engine drawing in new customers and fueling demand. As we double down on M-Now through tech-led personalised shopping experience, our focus will be to sharpen the offerings to cater to diverse and evolving trend-first e-lifestyle need states, while addressing the last-minute fashion needs of customers.”

M-Now offers over 1 lakh SKUs from 1000+ popular domestic, homegrown, and international brands, making it one of the most differentiated offerings in India’s e-lifestyle landscape. Some of the most in-demand categories through the year included women’s western wear, women’s Indian wear, occasion wear, men’s casual wear, beauty and personal care, jewellery, footwear, handbags, watches, and perfumes, along with rising demand for sports shoes and premium beauty.  Gifting has been another major growth driver for M-Now, with related categories witnessing multifold growth during festive and topical seasons.

Since launch, M-Now continues to witness strong customer traction for a diverse selection of leading brands on M-Now. Some of the popular brands include  MANGO, Tommy Hilfiger, Levi’s, USPA, Jack and Jones, adidas, Puma, ASICS, Skechers, Michael Kors, GUESS, Fossil, Casio, CeraVe, Maybelline, M.A.C, Huda Beauty, BIBA, trueBrowns,  Rare Rabbit, The Souled Store, Snitch, Taavi, Libas, Indo Era and Manyavar.

With growing customer preference for instant gratification, M-Now is set to elevate Myntra’s speed-first proposition further. The service will continue expanding to more cities while enhancing personalisation, assortment depth and delivery precision, enabling millions of shoppers to enjoy a seamless, trend-first and ultra-fast shopping experience.