Myntra has launched its rapid delivery service, M-Now, in Delhi-NCR and Mumbai to meet the rising demand for quick fashion deliveries.

The service operates from over 40 dark stores in Bengaluru, Delhi, and Mumbai, each storing up to 25,000 products.

M-Now leverages Myntra’s logistics network and third-party partners for hyperlocal deliveries.

The service builds on the M-Express initiative, which fulfills half of Myntra’s orders on the same or next day across 600 cities.

Since piloting in November 2024, M-Now has seen daily orders double in the past quarter, especially in gifting and occasion wear categories.

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🔗 Source: YourStory

🧠 Food for thought

1️⃣ Quick commerce’s strategic leap from groceries to fashion

Quick commerce, initially focused on groceries, is rapidly diversifying into fashion retail in response to changing consumer demands.

The Indian quick commerce market is projected to grow 75-85% to reach $6 billion in gross merchandise value by 2025, with fashion emerging as a key growth category 1.

While established players like Blinkit (acquired by Zomato) and Zepto built their foundations on 10-minute grocery delivery, they’re now expanding into non-grocery categories to capture higher-margin opportunities 2.

Myntra’s M-Now leverages the infrastructure and logistics expertise developed for express delivery to now promise fashion items within hours rather than days.

This strategic pivot reflects the broader evolution of e-commerce, where speed is becoming a competitive differentiator across all retail categories, not just essentials.

2️⃣ Changing consumer behavior driving rapid delivery adoption

Rapid delivery services in fashion are largely driven by evolving consumer expectations, particularly among younger shoppers seeking instant gratification.

Gen Z and millennial consumers are especially influential in this trend, with research showing 56% prefer retailers offering ultra-fast shipping options 3.

Occasion-driven purchasing represents a significant use case for quick fashion delivery, with Myntra specifically noting the success of M-Now for “gifting and occasional wear” purchases that are often time-sensitive and planned last-minute 4.

Interestingly, quick commerce fashion purchases show lower return rates, as mentioned in the original article, suggesting these urgent purchases may satisfy immediate needs more effectively than standard e-commerce.

This shift reflects broader changes in fashion consumption, where consumers now buy 60% more clothing than in 2000 but keep each item for half as long, creating demand for faster retail cycles 5.

3️⃣ The complex economics of rapid fashion delivery

Myntra’s dark store network—with over 40 locations capable of storing up to 25,000 products each—illustrates the significant infrastructure investment required to make rapid delivery viable.

Dark stores have become the operational backbone of quick commerce, allowing companies to position inventory strategically near high-demand areas while maintaining efficient inventory management 6.

Despite the growth potential, quick commerce faces profitability challenges due to high operational costs, with companies needing to balance the premium consumers will pay for convenience against the expense of maintaining extensive dark store networks and delivery fleets 7.

The hybrid logistics approach Myntra is using—combining in-house delivery capabilities with third-party partners—reflects a common strategy to manage costs while scaling operations rapidly across multiple cities.

Recent Myntra developments

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