Speed-led fashion delivery expands with 10,000 styles across 600+ brands, targeting Gen Z demand for instant gratification
Myntra has expanded its rapid delivery service, M-Now, to Chennai, enabling customers in the city to receive fashion, beauty and lifestyle products starting within 30 minutes. The move marks a significant step in the platform’s strategy to strengthen speed-led commerce in high-demand urban markets.
With this rollout, shoppers in Chennai gain access to more than 10,000 trend-first styles spanning over 600 brands. The service is supported by a network of over 90 dark stores across active pin codes, designed to handle high order volumes while ensuring consistent delivery timelines, even during peak demand periods and festive seasons.
The expansion comes amid rising demand for instant fulfilment, particularly among younger consumers. Chennai has emerged as a key growth market for Myntra, driven by a steadily expanding customer base and evolving fashion preferences.
M-Now offers a wide assortment across categories including women’s western and ethnic wear, men’s casual wear, kidswear, beauty and personal care, innerwear, footwear, watches, jewellery and accessories. Brands available on the service include Louis Philippe, Levi’s, Jack & Jones, Van Heusen, ONLY, Vero Moda, Maybelline, L’Oréal, MAC, Titan, Fossil, Armani Exchange, Michael Kors, adidas, Skechers, Puma, Jockey and Giva, among others.
Maneesh Kumar Dubey, Vice President, Category Management at Myntra, said Chennai’s fashion-forward audience, particularly Gen Z, is increasingly prioritising immediacy in shopping. He noted that the service aims to meet demand for instant access to both everyday and occasion-based fashion and lifestyle products, enhancing convenience and discovery for customers.
Initial pilot runs in Chennai have indicated strong adoption of the quick-delivery model, mirroring trends seen in other metropolitan markets. Categories such as western wear, ethnic wear, beauty and accessories have emerged as top performers among local shoppers.
With Chennai’s inclusion, M-Now is now operational across multiple cities including Bengaluru, Mumbai, Delhi NCR, Kolkata, Hyderabad, Pune, Patna, Jaipur, Lucknow and Ahmedabad. The service currently offers access to over 100,000 SKUs from more than 1,000 brands, and has emerged as a key growth driver for the company over the past year.
As quick commerce continues to reshape retail expectations, Myntra’s investment in dark store infrastructure and rapid fulfilment capabilities underscores a broader industry shift towards immediacy, convenience and curated selection in fashion and lifestyle retail.
