Myntra enters India’s fast commerce race with 30-minute clothing delivery
Myntra, India’s largest fashion e-commerce firm, on Thursday launched ‘M-Now’, its fast commerce offering that promises to deliver apparel and other lifestyle accessories within 30 minutes.
Indian retailers rush to rally change consumer behavior and expectationsparticularly fast deliveries of groceries, beauty and lifestyle products within an hour. Myntra said M-Now will offer customers access to 10,000 styles across fashion, beauty and lifestyle categories from popular brands such as Vero Moda, MANGO, Tommy Hilfiger, MAC, Bobbi Brown and others. The company, owned by Flipkart and serving 70 million users a month, plans to expand this offering to over 100,000 styles in the next 3-4 months, it said.
TechCrunch First reported on Myntra’s fast trading plans in September. At the time, the company was targeting 4-hour deliveries, which was still a dramatic improvement over its standard two- or three-day delivery time.
Initially starting in Bengaluru, M-Now will gradually be rolled out to other major cities including Mumbai, Delhi, Pune and others in the coming months.
The launch of M-Now makes Myntra one of the first major vertical e-commerce players globally to offer fast fashion commerce at scale.
“Fashion, a category with many aspirations, thrives thanks to a diverse selection that allows customers to design their entire look. As enablers, we are truly grateful for Myntra’s strong association with leading brands across the world, who are front and center in addressing the country’s changing fashion aspirations,” said Nandita Sinha, CEO, Myntra, in a statement.
The move comes at a time when express trade is gaining significant momentum in India. The market is estimated to be worth $42 billion in the country by 2030, according to Morgan Stanley estimates, representing about 18.4% of the total e-commerce market and 2.5% of the overall retail market. .
Fast commerce has seen strong adoption in large Indian cities with high population density, making the business model viable due to lower last-mile delivery costs. Several companies are reworking their supply chain infrastructure to be able to serve customers within minutes.
Premium beauty brands such as Huda Beauty, MAC, Forest Essentials, Carolina Herrera and Estée Lauder will be available on M-Now, along with accessories brands such as Armani Exchange, Fossil and Casio.
Myntra said it saw a strong response from customers during pilots of its quick trade offering in recent months.
Personal Opinion:
“Myntra’s entry into the Indian e-commerce race with its 30-minute delivery service is an innovative move. In a market like India, where demand for fast delivery is growing, this service could give Myntra a significant competitive advantage. However, the logistics sustainability of this service will be a major challenge, especially with the variety of products. If the company can strike a balance between speed and efficiency, it could redefine the e-commerce fashion shopping experience.”
