Myntra Launches Ultra-Fast Delivery Pilot, Aiming for 30-Minute Orders

Myntra, the fashion e-commerce giant owned by Flipkart, has launched a new delivery feature called “M-Now,” promising delivery times between 30 minutes and 2 hours. Currently being piloted in select areas of Bengaluru, the service marks Myntra’s latest move to speed up delivery, following the success of its M-Express service, which guaranteed 24–48 hour delivery back in 2022.

The M-Now feature currently showcases brands like Mochi, Wrangler, Metro, Being Human, Mango, Lakme, Levi’s, and boAt. A Myntra spokesperson shared that the platform is constantly seeking ways to enhance the customer experience. “We launched M-Express earlier to improve delivery speed and are now experimenting with faster deliveries in selected pincodes. We’ll evaluate and expand based on insights before a formal launch,” the spokesperson said.

Myntra’s decision to explore ultra-fast delivery comes as the quick-commerce industry continues to grow, with companies like Zepto, Blinkit, and Swiggy Instamart extending their reach into categories like fashion and home decor. Flipkart, Myntra’s parent company, has also joined the rapid delivery race with its ‘Minutes’ service, delivering groceries and electronics in 8–16 minutes in cities such as Delhi and Bengaluru.

This new initiative not only responds to consumer demand for faster and more convenient shopping options but also positions Myntra to compete with emerging quick-commerce players in a rapidly changing e-commerce environment.