Myntra launches M-Now pilot for two-hour deliveries in Bengaluru

E-commerce giant Myntra, owned by Flipkart, has launched a pilot program, "M-Now," offering ultra-fast two-hour deliveries in select Bengaluru locations. The initiative, currently limited to a handful of pin codes, aims to test the feasibility of rapid delivery services in the fashion and lifestyle sector.

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The M-Now pilot features a curated product selection designed to evaluate customer response and operational efficiency. Based on the insights from this trial phase, Myntra may expand the service to other locations. A company spokesperson reportedly confirmed that M-Now builds on the earlier M-Express initiative, which was launched in 2022 to deliver products within 24-48 hours in metro cities.

With M-Now, Myntra is making its entry into the growing quick-commerce space, which is increasingly targeting beauty and fashion categories. The company, which boasts a strong user base of 40 million annual transacting customers, reported a 25% revenue growth in FY23, reaching ₹4,375 crore compared to ₹3,501 crore in FY22.

Additionally, Myntra has doubled its Gen Z customer base to 16 million in 2024, driven by its trend-focused vertical, FWD. As the online fashion market is projected to grow eightfold into a $5 billion industry by 2028, Myntra plans to attract 20-25 million more Gen Z customers in the next few years, reinforcing its leadership in catering to young, trend-savvy consumers.