Fashion and lifestyle e-commerce giant Myntra has announced the expansion of its express delivery service, M-Now, to the Delhi-NCR and Mumbai regions. The move follows strong adoption of the service in Bengaluru, where it was first introduced.
With this expansion, M-Now is now operational in India’s top three metropolitan cities, offering customers greater convenience and faster access to their fashion needs. The service provides nearly 90,000 SKUs (stock keeping units) from over 600 brands, allowing shoppers to enjoy a wide selection of styles with express delivery speeds.
Myntra’s M-Now growth has been supported by its expanding network of over 40 dark stores across Bengaluru, Delhi, and Mumbai. These dark stores act as specialized fulfillment centers focused on rapid order processing and dispatch.
The company noted that M-Now has witnessed a doubling in order volume over the past quarter, with fashion categories leading the surge in demand. The express delivery model ensures that customers get their desired products quickly, meeting the growing need for faster and more reliable service in online fashion shopping.
M-Now’s popularity has been particularly evident during major shopping moments. The service saw a major spike in orders around Valentine’s Day, with Myntra reporting a 4.5 times increase in order volume and a fivefold rise in new customers compared to average days.
Popular categories during this period included:
Dresses
Perfumes
Watches
T-shirts and shirts
Accessories
In addition, premium gifting items gained significant traction, with brands such as MANGO, Fossil, Calvin Klein, and Hidesign experiencing over 4X growth in demand during the season.
Myntra highlighted a mix of established and recently added brands that are performing strongly under the M-Now service. Among the top-performing labels are:
Levi’s
USPA
MANGO
Jack & Jones
Tommy Hilfiger
Vero Moda
YSL
Bobbi Brown
Dyson
Estee Lauder
Prada
L’Oréal
Maybelline
Additionally, Myntra has onboarded new brands such as Marks & Spencer, Snitch, Pantaloons, Decathlon, and YSL, further expanding the selection available for express delivery.
Before formally launching in Delhi-NCR and Mumbai, Myntra conducted pilot runs for M-Now, which showed promising results. On Mother’s Day, for example, apparel categories under the service recorded a 3.5 times surge in demand.
This strong customer response during pilot testing underlined the readiness of these markets for express fashion delivery solutions and supported Myntra’s decision to scale up operations.
Sharon Pais, Chief Business Officer at Myntra, emphasized the company’s focus on speed as a key factor in delivering exceptional customer experiences.
“Speed is one of the core principles of the best-in-class customer experience that Myntra is renowned for. With M-Now, we’re redefining what convenience means in fashion by marrying speed with the width of selection and platform experience,” she said.
M-Now represents Myntra’s ambition to set new benchmarks in online fashion delivery, ensuring customers can enjoy faster access to a vast selection of styles for various occasions.
Myntra has a history of focusing on quick delivery solutions. Prior to M-Now, the company operated M-Express, a service that fulfills nearly 50% of orders within 48 hours across over 600 cities in India.
With M-Now, Myntra aims to push the boundaries of delivery speed even further in the country’s largest metro markets.