Overview

• Myntra piloted its two-hour M-Now service in Bengaluru in November and has now rolled it out to Delhi-NCR and Mumbai.
• The expansion is backed by a network of over 40 dark stores across the three cities, each storing up to 25,000 products for hyperlocal dispatch.
• M-Now doubled its average daily orders in the past quarter, driven by demand for faster fashion deliveries.
• The service’s focus on occasion-led, high-intent purchases has resulted in lower return rates.
• Competitors such as Nykaa have begun two-to-four-hour delivery pilots to capture time-sensitive shoppers.