Myntra has launched a new feature called M-Now, which enables customers to receive fashion, beauty, accessories, and home products within 30 minutes of ordering. This quick commerce initiative is available across a selection of 10,000 styles and is expected to expand to over 1 lakh styles within the next few months. The service is currently available in Bengaluru, with plans to extend it to other cities like Mumbai, Delhi, and Pune.

M-Now aims to enhance the shopping experience by allowing brands to deliver products quickly, while maintaining Myntra's unique shopping experience. The service eliminates long waiting times for customers eager to receive their favorite fashion items. Myntra's CEO, Nandita Sinha, emphasized that M-Now will transform the fashion and lifestyle shopping experience in India, especially catering to the fashion preferences of GenZ.

The service also focuses on offering tailored fashion selections for specific regions and aims to provide a hyper-localized shopping experience. Myntra's tech-driven capabilities ensure real-time order management and efficient fulfillment to guarantee a smooth experience for customers. With the overwhelming customer response to M-Now's initial offerings, Myntra plans to further improve and expand the service to meet the evolving demands of India's fashion-conscious youth.