• Myntra has launched "M-Now," a service promising 30-minute delivery of apparel and lifestyle accessories.
• Initially offering 10,000 styles, Myntra plans to expand to over 100,000 styles in the next few months.
• Myntra's quick-commerce model relies on third-party dark stores and brand partners' offline outlets for order fulfillment.
• The launch of M-Now reflects changing consumer behavior and the growing demand for quick and convenient delivery of products.

In a groundbreaking move that is set to redefine the Indian e-commerce landscape, Myntra, the country's leading fashion e-commerce brand, has launched its quick-commerce service, M-Now. This innovative service promises to deliver apparel and other lifestyle accessories within a mere 30 minutes, a feat that is poised to revolutionize the online shopping experience for Indian consumers.

The launch of M-Now is a strategic response to the rapidly evolving retail landscape in India, where fast delivery of goods has become the new norm. Myntra, owned by e-commerce giant Flipkart, is keen on staying ahead of the curve and adapting to these changing market dynamics. The M-Now service will initially 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 company plans to expand this offering to over 100,000 styles in the next three to four months. The M-Now service is first being launched in Bengaluru and will be expanded to major cities like Delhi, Mumbai, Pune, and others in the coming months.

Myntra's Strategic Move into Quick Commerce

With the launch of M-Now, Myntra has become the first major e-commerce company to enter the quick commerce business in the fashion vertical at this scale. This move is particularly significant given the rapid growth of the quick commerce market in India, which is expected to grow to a whopping $42 billion by the year 2030, according to estimates by Morgan Stanley.

Myntra's quick-commerce model relies on a network of third-party dark stores and brand partners' offline outlets for order fulfillment. This strategic approach allows the company to ensure rapid delivery of orders while maintaining the quality and authenticity of the products. The company currently serves around 70 million customers a month, a testament to its strong market presence and customer-centric approach.

Changing Consumer Behavior and Preferences

The launch of M-Now is not just a strategic business move for Myntra but also a reflection of the changing consumer behavior and preferences. The service is particularly targeted at the younger consumers, particularly Gen Z and millennials, who value rapid delivery and convenience. As Nandita Sinha, CEO at Myntra, aptly puts it, "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. 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."

The launch of M-Now is also a reflection of the broader trends in the Indian e-commerce sector. Other quick commerce firms have started including clothes and footwear in their stock keeping units (SKUs). For instance, Zomato-owned Blinkit introduced a 10-minute return service for clothes on its platform, and Swiggy's Instamart is reportedly in talks with apparel brands to sell their products on the platform.