Myntra launches M-Now in Delhi-NCR and Mumbai
- Shoppers in these cities can now access 90K trend-first SKUs from over 600 brands starting 30 minutes
- Some of the in-demand products on M-Now include dresses, jeans, kurta sets, T-shirts, lipsticks, and perfumes
Bengaluru, June 23, 2025: Following strong consumer adoption in Bengaluru, Myntra, one of India’s leading fashion, beauty, and lifestyle platforms, announced the expansion of its expedited delivery service, M-Now, to Delhi-NCR and Mumbai. With this, M-Now has ramped up its offerings across all three major metros to a whopping 90K trend-first SKUs from over 600 unique brands. This expansion is backed by Myntra’s growing network of 40+ dark stores across Bengaluru, Delhi, and Mumbai.
In the last quarter, M-Now has almost grown to 2X in terms of orders per day, with fashion categories growing faster. For instance, during Valentine’s Day, M-Now saw a 4.5X spike in orders and 5X spike in new customers over usual days. Categories that saw high traction include dresses, perfumes, watches, t-shirts, shirts, and accessories, among others. Premium gifting saw a strong uptick with brands like MANGO, Fossil, Calvin Klein, and Hidesign witnessing upwards of 4X in demand. Some of the emerging consumption themes that are playing out strongly include dressing up, grooming, working out, home decoration, and gifting.
Popular products among customers include T-shirts, Dresses, Jeans, Kurta Sets, Lipstick & Perfumes, while popular brands include Levi’s, USPA, MANGO, Jack & Jones, Tommy Hilfiger, Vero Moda, YSL, Bobbi Brown, Dyson, Estee Lauder, Prada, L’Oréal, and Maybelline. Some of the new brands onboarded on M-Now in the last quarter include Marks & Spencer, Snitch, Pantaloons, Decathlon, and YSL.
Speaking on the expansion, Sharon Pais, Chief Business Officer, Myntra, said, “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. The expansion of M-Now to Mumbai and Delhi is a natural progression of our commitment to delivering exceptional customer experiences, especially for those moments where immediacy matters most, as we continue to delight customers with unparalleled speed in e-lifestyle.”
In addition to fashion, the summer season witnessed strong demand for luggage and travel accessories, with Trolley bags and backpacks having witnessed a staggering ~5X and 2X surge in demand, respectively. The IPL finale saw a 6X spike (over BAU) in demand for RCB jerseys via M-Now, underscoring how consumers value immediacy in moments of excitement.
During the pilot phase in the two cities, the platform witnessed high customer demand, particularly during the recent topical days such as Mother’s Day. In comparison to usual days, apparel categories witnessed a 3.5X spike in demand during Mother’s Day on M-Now, led by gifting use-cases. Other categories that witnessed notable customer demand include beauty, home décor and accessories. Popular brands included MANGO, Tommy Hilfiger, Jack & Jones, Libas, BIBA, trueBrowns, Etude, Forest Essentials, CeraVe, among others.
Over the past few years, Myntra has pioneered efforts to delight customers with speed in e-lifestyle through M-Express, which enables deliveries within 24-48 hours. Today, nearly 50% of Myntra’s total orders are fulfilled in under 48 hours across 600+ cities in India, reflecting the rising appreciation for speed-led shopping experiences where they are opting for the best of brands and trends across premium fashion, beauty and lifestyle. Building on the M-Express foundation, Myntra pushed boundaries to deliver an even more exceptional customer experience through M-Now.
By scaling M-Now, Myntra continues to raise the bar on delivery excellence in the e-lifestyle space, addressing both planned and impulse shopping missions while offering consumers the convenience and speed they increasingly expect.
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