Myntra is entering the segment with an extensive assortment — about 10,000 stock-keeping units (SKUs) to start with — compared with a limited number of lifestyle and fashion products like regular t-shirts and innerwear offered on quick-delivery platforms such as Blinkit, Zepto and Swiggy Instamart. It started a pilot project last month and the service is now live in some areas of Bengaluru.
M-Now will deliver fashion and beauty products and accessories within 30 minutes using dark stores, or micro warehouses, run by third parties as well as retail stores of fashion brands, Myntra chief executive Nandita Sinha told ET.
The company plans to expand the number of products and their variants, or SKUs, offered for quick delivery to more than 100,000 within three-four months, she said.
Myntra may tap into parent Flipkart’s quick-commerce service, Minutes, to strengthen its delivery infrastructure.
Over the last two years, Myntra has sharpened its focus on next-day and two-day deliveries through M-Express. Currently, 45% of its metro deliveries are fulfilled within two days using the M-Express model, Sinha said.
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Under M-Now, customers will have access to collections from fashion brands such as Vero Moda, Mango, Tommy Hilfiger, Levi’s, Only, Jack & Jones, Metro Shoes and Rare Rabbit. The service will feature beauty brands like Huda Beauty, MAC, Bobbi Brown, Forest Essentials, Dyson, and Estée Lauder, along with accessories from Armani Exchange, Fossil and Casio.“As we have launched M-Express, which was our two-day delivery model … (we) realised that there is scope for less-than-one-day delivery,” Sinha said.
According to her, Myntra had identified significant demand from fashion-first and trend-focused premium customers for quick deliveries. These customers were unwilling to compromise and prioritised a great selection, access to their preferred brands, a superior shopping experience, and speedy fulfilment.
This move aligns with a broader effort to tap into the growing demand from consumers in top-tier cities who are increasingly purchasing products like beauty and fashion through quick commerce, beyond just groceries.
As reported by ET in July, Instamart and Blinkit are in advanced discussions with apparel and footwear manufacturers such as Arvind Fashions, Fabindia, Woodland and Puma to list their products on their platforms.
These platforms aim to capitalise on the expanding fashion segment, the second-largest selling category in India’s ecommerce industry after electronics and smartphones, contributing about 20-25% of overall sales.
Quick-commerce platforms are also addressing a key challenge of online shopping — returns and exchanges. Blinkit is testing 10-minute returns and exchanges for items like apparel, footwear, and select lifestyle products such as handbags. Zepto is offering 72-hour exchanges for apparel in cases of damage or defects, as reported by ET on September 16.
New players like Slikk, a Gen Z-focused 60-minute clothes delivery app, are also entering the space, indicating a growing appetite for ultra-fast delivery in the fashion category. In September, Slikk raised $300,000 in its pre-seed round led by Better Capital.
Bengaluru-based Rare Rabbit, owned by Radhamani Textiles, launched one-day delivery in top metros, while The Pant Project, a fashion brand specialising in custom-made and ready-to-wear pants, started conducting a quick-delivery pilot in Bengaluru.
Other Indian ecommerce platforms are shortening delivery times to same-day or two-to-four-hour windows, driven by the rise of quick commerce players. Amazon India and Flipkart, the country’s largest e-tailers, provide same-day delivery services in metro cities.
In the beauty segment, competitors like Nykaa are also prioritising faster deliveries. The Mumbai-based beauty and fashion e-tailer fulfils 80% of orders in the top 12 cities on the same day or the next day, with 10-15% of orders delivered on the same day. Nykaa is also focusing on fast-moving, essential beauty products to offer delivery within 30 minutes to three hours.
Mother and baby care products retailer FirstCry offers same-day delivery in about 40 cities.
With M-Now, Myntra positions itself as a frontrunner in the ultra-fast delivery race, particularly in the fashion space.
