Myntra's entry to quick commerce in Delhi-NCR and Mumbai hold key considerations

Online fashion retailer Myntra rolled out its 30-miniute delivery service M-Now in Delhi-NCR and Mumbai on Friday.

Myntra piloted M-Now in Bengaluru in December last year, initially with about 10,000 stock-keeping units (SKUs).

Under M-Now, customers can find collections from nearly 600 brands, including Vero Moda, Mango, Calvin Klein, Tommy Hilfiger, Levi’s, Dyson, YSL, Prada, Carolina Herrera, Huda Beauty, the company said.

ET had reported on December 4 that the online fashion company plans to take the service to Mumbai, New Delhi and Pune in the coming months.

Myntra chief executive Nandita Sinha, had told ET in an interview that the fashion etailer had identified significant demand from fashion-first and trend-focused premium customers for quick deliveries, adding that customers are looking for access to their preferred brands with speedy fulfilment.

In FY24, Myntra posted a net profit of Rs 30.9 crore against revenue of Rs 5,173.7 crore. In May, the fashion etailer received fresh funding of Rs 1,062.5 crore ($124 million) from its Singapore-based parent entity FK Myntra Holdings at a time when the company has expanded its services to Singapore.

Fashion commerce on the rise amid viability concerns

Ecommerce platforms such as Myntra, Ajio and Nykaa, along with new-age brands like Newme, Slikk and Blip are all exploring ultra-fast delivery for fashion and apparel. Fast delivery forerunners like Blinkit, Instamart and Zepto kicked off the trend by expanding their offerings beyond groceries and onboarding brands such as brands like Jockey, Manyavar, Puma and Adidas.

This rush in the segment has captured venture capitalists' attention as well. Slikk, which promises delivery within 60 minutes, recently raised $10 million (about Rs 85 crore) in a round led by Nexus Venture Partners. Snitch has raised as much as $40 million from 360 One Asset, with the proceeds to be used for expanding its offline retail presence to more than 100 stores by the end of 2025 and entering quick commerce.

Despite the buzz, challenges persist. One of them is customer behaviour. While there’s early interest in fast delivery, shoppers tend to play it safe. Although customers initially showed enthusiasm, many reverted to buying only wardrobe basics such as black t-shirts or shirts via these fashion fast delivery services, pointed out Snitch founder Siddharth Dungarwal.

Forecasting fashion demand and returns are other pain points, according to experts. The rapid fashion model is still in its early days, and while there’s excitement around it, the real test will be how brands manage inventory, reduce returns and drive consistent demand without compromising margins, according to them.

( Originally published on Jun 20, 2025 )