Myntra Expands ‘M-Now’ Express Delivery to Delhi-NCR, Mumbai

Fashion e-commerce platform Myntra has announced the expansion of its M-Now express delivery service to two major metropolitan areas – Delhi-NCR and Mumbai, CNBC TV-18. With this expansion, M-Now is now active in India’s top three metro cities, providing access to nearly 90,000 SKUs from more than 600 brands.

The e-commerce startup said in a statement, “This expansion is backed by Myntra’s growing network of 40+ dark stores across Bengaluru, Delhi, and Mumbai.”

Rapid Service Expansion Across Key Maxrkets

The launch of same day delivery of M-Now in these metro cities represents Myntra’s commitment to meeting evolving customer expectations for instant gratification. The service promises to deliver fashion products within hours of ordering, addressing the growing demand for quick commerce in the apparel sector.

This expansion follows successful pilot programs in select cities where the service gained significant traction among customers. The positive response encouraged Myntra to scale up operations and bring the service to India’s most populous urban centers.

Sharon Pais, Chief Business Officer, Myntra daid, “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.”

Technology-Driven Logistics Innovation

Myntra instant delivery in Mumbai operations will leverage advanced logistics technology and strategically located dark stores to ensure rapid fulfillment. The company has invested heavily in building a network of micro-fulfillment centers that stock popular fashion items closer to customers.

The introduction of Myntra express delivery in Delhi-NCR addresses a significant gap in the fashion e-commerce market where customers often need items urgently for events or occasions. Traditional delivery timelines of 2-3 days sometimes don’t meet immediate fashion needs.

The service utilizes sophisticated demand prediction algorithms to pre-position inventory in locations that can serve the highest number of customers efficiently. This approach minimizes delivery times while optimizing operational costs for the platform.

Real-time tracking capabilities allow customers to monitor their orders from placement to delivery, providing transparency and peace of mind for time-sensitive purchases. The technology integration ensures smooth coordination between inventory management and delivery logistics.

This service is particularly valuable for working professionals who have limited time for traditional shopping but need specific outfits for meetings, events, or social occasions. The convenience factor could drive increased customer loyalty and higher order frequencies.

The express delivery option also supports impulse buying behavior that is common in fashion retail. When customers see items they like, they can now receive them the same day, reducing the likelihood of order cancellations or changed preferences.

Market Impact and Competition

The expansion of quick fashion delivery in India services reflects the broader trend toward instant commerce across various product categories. Myntra’s move puts pressure on competitors to enhance their own delivery capabilities to remain competitive.

This development could reshape customer expectations for fashion e-commerce, making same-day delivery a standard offering rather than a premium service. Other platforms may need to invest similarly in express delivery infrastructure to maintain market share.

Myntra’s investment in express delivery infrastructure positions the company well for continued growth in India’s expanding e-commerce market. The service differentiation could help attract new customers while retaining existing ones who value convenience.

The success of this expansion may lead to further geographic coverage, potentially reaching tier-2 cities where demand for quick commerce services is also growing. This gradual expansion strategy allows Myntra to refine operations while scaling sustainably.