Flipkart-owned Myntra launches 30-minute order delivery with 'M-Now'

With the launch of M-Now, Myntra is among the first vertical players of scale globally to start delivering fashion at hyper speed

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In a bid to gain first mover edge, Myntra has announced the launch of ‘M-Now’, which would enable shoppers to receive their orders in about 30 minutes. This quick-commerce offering will be initially available in Bengaluru, and will be expanded to more cities later.

 

Already applicable on a wide collection of 10,000 styles, across fashion, beauty, accessories and home, the one-of-its-kind expedited delivery feature is slated to be scaled to over 1 lakh styles in the next 3-4 months. With this, Myntra is now among the first vertical players of scale globally to start delivering fashion at hyper speed.

 

“Together with the brands, M-Now will play a transformative role in advancing our collective mission to expand fashion possibilities and reshape India’s lifestyle shopping experience,” said Nandita Sinha, chief executive officer, Myntra.

 

“This is just the beginning, and as we advance in our M-Now journey, Myntra will continue to sharpen the offering on multiple fronts, including selection and the speed promise,” Sinha said.

 

Myntra is part of the Flipkart Group, which is owned by US retailer Walmart. It competes with Amazon Fashion, Reliance Ajio and other online fashion retailers to tap the fashion e-commerce market of India, which is projected to expand from $16-17 billion today to an estimated $40-45 billion by 2028.

 

M-Now will enable brands, across the spectrum, to have their products reach customer doorsteps much faster while continuing to offer Myntra’s experience throughout the shopping journey. The firm said this will also eliminate the need for customers to wait for longer to get their hands on their favourite brands. Starting with Bengaluru, Myntra aims to scale the service in other cities, including Mumbai, Delhi, Pune and others in the coming months.

 

Myntra said much of the platform’s work on M-Now is shaped by the evolving expectations and aspirations of consumers. M-Now’s proposition is driven by the need to enhance convenience when immediacy is key without compromising on the latest trends and best-of-brand shopping experience.

 

In 2022, the Bengaluru-based firm launched an express delivery service called M-Express in metro cities, aiming to deliver products within 24-48 hours of order placement.

 

Early this year, Myntra said that it had been operationally profitable since October last year. It had cited its growing customer base, domestic and international brand associations and tech-led innovations. The company, however, didn’t reveal any numbers related to its profitability.

 

Myntra reportedly saw its revenue from operations jump by 25 per cent from Rs 3,501 crore in financial year 2022 (FY22) to Rs 4,375 crore in FY23. But its losses widened 31 per cent during the same period from Rs 598 crore to Rs 782 crore. This was on the back of higher expenses during the fiscal year.

 

Collections from some of the global brands that customers can access through M-Now include Vero Moda, Mango, Levi’s, Only, Jack & Jones, Metro shoes, Arrow, Louis Philippe, Pantaloons Juniors, Rare Rabbit, and Forever New. Other brands include Huda Beauty, Forest Essentials, Carolina Herrera, Armani, Paco Rabanne, Olaplex , Dyson, Fossil, Casio and Mokobara.