Fashion e-commerce firm Myntra on Thursday launched “M-Now,” its quick-commerce offering that promises to deliver apparel and other lifetstyle accessories within 30 minutes.
Retailers in India are rushing to meet changing consumer behavior and expectations, particularly fast deliveries of groceries, beauty and lifestyle products within an hour. Myntra said M-Now will offer customers access to 10,000 styles across fashion, beauty and lifestyle categories from popular brands like Vero Moda, MANGO, Tommy Hilfiger, MAC, Bobbi Brown and others. The firm, which is owned by Flipkart and serves 70 million users a month, plans to expand this offering to over 100,000 styles in the next 3 to four months, it said.
TechCrunch first reported about Myntra’s quick-commerce plans in September. At the time, the company was targeting deliveries within 4 hours, which was still a dramatic improvement from its standard two to three day delivery time frame.
Starting in Bengaluru initially, M-Now will be gradually rolled out to other major cities, including Mumbai, Delhi, Pune and others in the coming months.
M-Now’s launch makes Myntra one of the first major vertical e-commerce players globally to offer quick commerce in fashion at scale.
“Fashion, a highly aspirational category, thrives on a diverse selection that empowers customers to style their complete look. As enablers, we are truly grateful for Myntra’s strong association with leading brands across the globe, which are at the front and center of catering to the evolving fashion aspirations of the country,” said Nandita Sinha, CEO of Myntra, in a statement.
The move comes as quick commerce gains significant traction in India. The market is estimated to be worth $42 billion in the country by 2030, according to Morgan Stanley’s estimates, representing about 18.4% of the total e-commerce market and 2.5% of the overall retail market.
Quick commerce has seen strong adoption in large Indian cities with high population densities, which makes the business model viable due to lower last-mile delivery costs. A number of firms are reworking their supply chain infrastructure to be able to serve customers within minutes.
Premium beauty brands like Huda Beauty, MAC, Forest Essentials, Carolina Herrera, and Estée Lauder will be available on M-Now, along with accessories brands like Armani Exchange, Fossil and Casio.
Myntra said it saw strong customer response during the pilot runs of its quick-commerce offering in recent months.
