Myntra’s M-Now Marks One Year, Drives 10% of Live-Location Orders and Attracts 35 Million Shoppers
Myntra’s M-Now service has completed one year, strengthening the platform’s commitment to delivering branded, trend-first fashion, beauty and lifestyle products with unmatched speed and convenience. Over the year, the service has rapidly scaled across major Indian cities including Bengaluru, Mumbai, Delhi NCR, Hyderabad, Kolkata, and Pune. As a result, M-Now now contributes 10% of all orders in locations where it is active.
Strong First-Year Performance
M-Now has witnessed remarkable engagement and customer adoption, emerging as a key driver of platform loyalty and new shopper growth.
Key Milestones
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Recorded 35 million+ unique visitors
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Achieved 20% customer penetration in active service locations
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Expanded infrastructure to 80 dark stores, with more planned
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Coverage across 940+ pincodes
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Increased selection to 1,000+ domestic and international brands
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Delivered orders from 6:05 AM to 11:45 PM
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Fastest delivery completed in 10 minutes in Bengaluru
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Highest-value order: Dyson Hair Dryer worth ₹55,000
Leadership Perspective
Reflecting on the journey, Nandita Sinha, CEO, Myntra, said:
“M-Now has been pivotal in delivering elevated shopping experiences for customers who value convenience and speed, especially for premium brands. It has emerged as a powerful growth engine, drawing new shoppers and driving demand. As we continue building M-Now with tech-driven personalisation, our focus is to meet evolving trend-first lifestyle needs while addressing last-minute fashion requirements.”
Expanding Selection and Category Growth
M-Now currently offers over 1 lakh SKUs across popular categories including women’s western wear, Indian wear, occasion wear, men’s casual fashion, beauty and personal care, footwear, handbags, jewellery, watches, and perfumes. Sports footwear and premium beauty have also seen rising demand. Additionally, gifting emerged as a major growth driver during festivals and special occasions.
Popular Brands on M-Now
MANGO, Levi’s, USPA, Tommy Hilfiger, Jack & Jones, adidas, Puma, Skechers, Michael Kors, Fossil, Casio, CeraVe, M.A.C, Huda Beauty, BIBA, Taavi, Manyavar, Snitch, Rare Rabbit, The Souled Store, and more.
Future Outlook
With increasing preference for instant delivery, Myntra plans to expand M-Now to more cities, improve personalisation, deepen inventory, and enhance delivery precision. The service will continue elevating Myntra’s speed-first, trend-first positioning for digital-native shoppers.
