Myntra launches quick commerce service in Delhi-NCR, Mumbai: How it is different from Blinkit, Zepto and others

Myntra has rolled out its "M-Now"

30-minute delivery service

to Delhi-NCR and Mumbai, following a successful pilot in Bengaluru, a report has said. Unlike Blinkit, Zepto and other food-related quick commerce platforms, M-Now will specifically focus on delivering clothes, including from premium brands, in 30-minutes. Notably, Blinkit and Zepto also deliver some basic apparels such as tees and shorts. The M-Now service, first trialed in Bengaluru last December with around 10,000 SKUs, now offers collections from nearly 600 brands. Customers in the expanded zones can now get rapid delivery on items from popular names like Vero Moda, Mango, Calvin Klein, Tommy Hilfiger, Levi’s and even luxury beauty and accessory brands such as Dyson, YSL, Prada, Carolina Herrera, and Huda Beauty, as per a report by The Economic Times.Myntra CEO Nandita Sinha had previously indicated the company's plans to bring the service to Mumbai, New Delhi and Pune. She noted a "significant demand from fashion-first and trend-focused premium customers for quick deliveries."

Other fashion brands exploring quick-delivery

Myntra's move is part of a larger trend in India's e-commerce landscape, where fashion platforms like Ajio and Nykaa, along with new-age brands such as Newme, Slikk and Blip, are all exploring ultra-fast delivery. This momentum was initially sparked by quick commerce pioneers like Blinkit, Instamart, and Zepto, who expanded beyond groceries to include fashion and apparel from brands like Jockey, Manyavar, Puma, and Adidas.The report also pointed out the challenges, saying that one key hurdle is customer behaviour. As per as Snitch founder Siddharth Dungarwal, while initial interest in fast delivery is high, shoppers often revert to purchasing only basic wardrobe essentials like black t-shirts or shirts through these services.