Myntra today announced the expansion of its hyper-speed fashion delivery service, M-Now, to four Tier-2 cities - Patna, Jaipur, Lucknow, and Ahmedabad, taking its footprint to 10 cities across India. By introducing the M-Now service starting 30-minutes in these cities,  Myntra is tapping into the rapidly rising demand for speed-led convenience for premium and trend-first selections beyond metros. Powered by 87+ dark stores, Myntra is doubling down on strengthening its delivery grid and assortment depth, bringing customers closer to international and homegrown brands and styles.

Customers across these newly expanded tier-2 markets now have access to over 500 brands and 10,000+ styles, broadening their choice at speed. Early traction during the pilot phase in select pincodes has been highly encouraging, with shoppers showing a strong interest in Women’s Western Wear, Women’s Indian Wear, Men’s Casual Wear, Men’s and Women’s Inner Wear and Lounge Wear and Beauty and Personal Care. This momentum accelerated during the Diwali period last year, with these cities witnessing a 2X spike in orders, highlighting the growing demand for premium lifestyle choices at hyper-speed delivery in these markets. Brands that emerged as popular choices in these cities include Levi’s, United Colors of Benetton, Tommy Hilfiger, Calvin Klein, Vero Moda, ONLY, MANGO, NEXT, Jockey, Metro, Mochi, L'Oréal and Maybelline.

M-Now’s expansion beyond metros, where it has been adopted for last-minute trend-first and branded fashion, beauty and lifestyle needs,  will be towards meeting the evolving needs of customers across the country. Myntra’s presence spans 98% of India’s serviceable pincodes, and over 70% of new customers who joined the platform in 2025 are from non-metro markets. Customers from these regions showed high demand for categories like ethnic wear, western wear, lounge wear, inner wear essentials like briefs and vests, wedding collections, beauty essentials, and sportswear.

Speaking on the expansion, Maneesh Kumar Dubey, Vice President, Category Management, Myntra, said, “ As fashion-forward shoppers, especially Gen Z, prioritize instant gratification, the demand for immediate fulfillment, from festive wear to everyday essentials is rising. By delivering trends in minutes, we’re helping brands meet the 'instant' expectations of Gen Z. The expansion into Bharat reflects Myntra’s category-defining approach to hyper-speed fashion delivery, enhancing M-Now’s capability to keep pace with rapidly evolving consumer expectations around speed and convenience. The enthusiastic adoption during our pilot reinforces the significant headroom for growth as we scale M-Now across the country and shape the future of convenience-led fashion shopping in India.”

M-Now’s expansion into these cities further strengthens Myntra’s commitment to democratising premium brand access and speed-led convenience for shoppers in India’s emerging markets. As hyper-speed delivery becomes a defining expectation among digital-first shoppers, M-Now is set to play a central role in Myntra’s ambition to build a nationwide, fashion-first, convenience-led ecosystem, strengthening its position in India’s evolving e-lifestyle landscape.