The feature builds on Myntra’s previous experiments with expedited delivery timelines, such as the M-express service introduced in 2022, which promised 24 to 48-hour delivery
In an attempt to enter the quick commerce segment, Myntra, the Flipkart-owned fashion ecommerce giant, has introduced the ‘M-Now’ feature. Under this, the company will offer delivery times as short as 30 minutes to two hours. This feature is currently being piloted in select areas of Bengaluru.
The feature builds on Myntra’s previous experiments with expedited delivery timelines, such as the M-express service introduced in 2022, which promised 24 to 48-hour delivery. Brands like Mochi, Wrangler, Metro, Being Human, Mango, Lakme, Levi’s and boAt are currently being shown under the feature.
“At Myntra, we are always looking for ways to sharpen our customer proposition. We launched M-Express earlier, towards enhancing the customer experience with regard to speed and have been experimenting with a pilot for faster delivery in a select few pincodes. We will look at expanding it further based on the insights gained, before launching it formally,” stated a Myntra spokesperson.
There has been a rise in the quick delivery players in the market and as with the companies like Zepto, Blinkit and Swiggy Instamart expanding into new categories, including fashion and home décor, the move from Myntra comes as no surprise.
Earlier, Flipkart, the parent company of Myntra, marked its entry into the quick delivery space with the introduction of its ‘Minutes’ service, offering delivery in 8 to 16 minutes for electronics and groceries in cities such as Bengaluru and Delhi. Myntra’s decision to enter this segment reflects the growing preference for convenience among consumers. This also provides the platform with an opportunity to compete with the rising quick-commerce players in a fast-evolving ecommerce landscape.
