Myntra Speeds Up Fashion Delivery to Tier-II Cities

Fashion e-commerce leader Myntra has significantly expanded its M-Now hyper-speed delivery service, introducing it to four tier-II Indian cities: Patna, Jaipur, Lucknow, and Ahmedabad. This expansion broadens the service's reach to a total of 10 cities across India. The initiative aims to provide customers with a curated selection of over 500 brands and 10,000 styles, promising delivery within 30 minutes.

The M-Now service is supported by an extensive network of over 87 dark stores. This infrastructure is designed to meet the increasing consumer desire for 'speed-led convenience,' particularly in markets outside the primary metropolitan hubs. Initial consumer data from pilot phases indicates a strong uptake, with shoppers showing significant interest in various apparel categories and beauty products.

Maneesh Kumar Dubey, Vice President of Category Management at Myntra, highlighted the rising demand for immediate fulfillment, especially among fashion-conscious Gen Z consumers who prioritize instant gratification. The expansion into these emerging markets, referred to as 'Bharat,' underscores Myntra's commitment to redefining hyper-speed fashion delivery and adapting to evolving consumer expectations.

Myntra noted that over 70 percent of new customers acquired last year hailed from non-metro markets. While the platform serves 98 percent of India's serviceable pin codes, M-Now is specifically tailored to address the immediate, trend-driven needs of urban and rapidly developing market shoppers. The service first piloted in Bengaluru last November and has since become a significant contributor, driving 10 percent of total orders in its operational areas.