Myntra is taking its rapid delivery service, M-Now, to Delhi-NCR and Mumbai as it doubles down on quick commerce to meet growing consumer demand for faster fashion deliveries.
The expansion is being supported by its network of more than 40 dark stores across Bengaluru, Delhi and Mumbai, with a capacity to store 20,000-25,000 products. The hyperlocal nature of the offering is supported by both Myntra’s in-house logistics as well as third-party logistics players.
“As a customer-first organisation, our aim is to cater to the evolving needs of our customers and speed is one of the key strategic pillars for Myntra. In line with this, we are launching in Delhi-NCR and Mumbai. As we strengthen our offerings in these cities, we will explore other geographies where there are speed-sensitive fashion-forward customers,” Sharon Pais, Chief Business Officer, Myntra shared with YourStory.
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The Nandita Sinha-led platform currently fulfils 50% of its deliveries on the same or next day across 600 cities under its M-Express initiatives. Building on the same foundation, Myntra launched pilots for its M-Now service in November last year.
During the last quarter, M-Now clocked 2X growth in daily orders, driven by the popularity of the service in fashion categories. The offering has also seen massive success in gifting and occasional wear use cases, along with fewer returns.
“While it is still early days, we have seen that the return rates for M-Now have been relatively lower, which could be due to the nature of demand. M-Now caters to high-intent, occasion-led purchases, leading to naturally lower return rates,” explained Pais.
Ecommerce players are steadily jumping on faster delivery timelines as the popularity of quick commerce platforms has increased consumer expectations for faster deliveries. Beauty ecommerce platform Nykaa has already initiated pilots for its quick commerce offering with a 2-4 hour delivery timeline through Nykaa Now.
(The story was updated to reflect attribution to Sharon Pais)
Edited by Jyoti Narayan
