New Delhi: Myntra has extended its express delivery service, M-Now, to Delhi-NCR and Mumbai after a pilot in Bengaluru showed rising demand and operational feasibility.
The expansion marks the inclusion of India’s three largest metro regions – Bengaluru, Delhi-NCR, and Mumbai under the M-Now express delivery umbrella. The service currently covers around 90,000 SKUs from more than 600 brands.
The company attributed the move to growing traction for quick fashion delivery and said the expansion is supported by a network of over 40 dark stores operating across the three cities. Myntra has stated that M-Now has doubled its order volume in the past quarter, driven mainly by high-frequency use cases in fashion and lifestyle categories.
According to Myntra, demand for the express service surged around specific events. On Valentine’s Day, orders reportedly increased 4.5 times, with a fivefold rise in new customers. Categories like dresses, perfumes, watches, and accessories showed the highest growth. Similarly, Mother’s Day saw a 3.5x increase in demand for apparel during the pilot runs in Delhi-NCR and Mumbai.
Premium gifting also contributed to demand, with brands like Calvin Klein, Fossil, MANGO, and Hidesign reporting significant upticks. Recently added labels include Marks & Spencer, Snitch, Pantaloons, Decathlon, and YSL. Myntra previously operated M-Express, which enabled delivery within 48 hours across 600+ cities. With M-Now, the platform is testing shorter fulfillment windows in high-density markets. The current expansion suggests an effort to strengthen last-mile delivery capabilities as part of its broader competition strategy in India’s fast-evolving e-commerce logistics space.
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