Indian apparel and accessories platform Myntra has launched "M-Now", a quick-commerce offering that promises to deliver fashion, beauty, and lifestyle products within 30 minutes. This move marks a significant shift in the e-commerce landscape, as retailers in India rush to meet changing consumer behavior and expectations, particularly fast deliveries of groceries, beauty, and lifestyle products within an hour.

M-Now will offer customers access to 10,000 styles across fashion, beauty, and lifestyle categories from popular brands like Vero Moda, MANGO, Tommy Hilfiger, MAC, Bobbi Brown, and others. The firm, which is owned by Flipkart and serves 70 million users a month, plans to expand this offering to over 100,000 styles in the next three to four months.

As reported by TechCrunch in September, Myntra was initially targeting deliveries within four hours, which was still a dramatic improvement from its standard two to three-day delivery time frame. The launch of M-Now makes Myntra one of the first major vertical e-commerce players globally to offer quick commerce in fashion at scale.

The rollout of M-Now will start in Bengaluru initially, with plans to gradually expand to other major cities, including Mumbai, Delhi, Pune, and others in the coming months. This strategic move is likely to give Myntra a competitive edge in the Indian e-commerce market, which is estimated to be worth $42 billion by 2030, according to Morgan Stanley's estimates.

Quick commerce has seen strong adoption in large Indian cities with high population densities, which makes the business model viable due to lower last-mile delivery costs. A number of firms are reworking their supply chain infrastructure to be able to serve customers within minutes. Myntra's CEO, Nandita Sinha, emphasized the importance of empowering customers with a diverse selection of styles, stating that "fashion, a highly aspirational category, thrives on a diverse selection that empowers customers to style their complete look."

Premium beauty brands like Huda Beauty, MAC, Forest Essentials, Carolina Herrera, and Estée Lauder will be available on M-Now, along with accessories brands like Armani Exchange, Fossil, and Casio. Myntra reported strong customer response during the pilot runs of its quick-commerce offering in recent months, indicating a high demand for fast and convenient fashion deliveries.

The launch of M-Now marks a significant milestone in the evolution of India's e-commerce landscape, as retailers increasingly focus on providing fast, flexible, and personalized shopping experiences to their customers. As the market continues to grow, it will be interesting to see how Myntra's quick-commerce offering shapes the future of fashion retail in India.