Fashion and lifestyle e-commerce platform Myntra has announced the expansion of its hyper-speed delivery service, M-Now, to four Tier-2 cities—Patna, Jaipur, Lucknow and Ahmedabad—extending the service’s footprint to 10 cities across India.
The service is already operational in Bengaluru, Mumbai, Pune, Kolkata, Hyderabad and the Delhi-NCR region. Myntra said M-Now offers customers a curated assortment of more than 500 brands and 10,000 styles, with deliveries commencing within 30 minutes.
The expansion is being supported by a network of over 87 dark stores, as the company seeks to capitalise on growing demand for speed-led convenience beyond the major metropolitan markets, according to a company statement.
Myntra’s management said fashion-forward consumers, particularly Gen Z shoppers, were increasingly prioritising instant gratification, driving demand for immediate fulfilment across categories ranging from festive wear to everyday essentials. It added that the ability to deliver fashion trends within minutes was enabling brands on the platform to meet the rising expectations of younger consumers. The company further noted that strong uptake during the pilot phase had underscored significant growth potential as M-Now is scaled nationwide, helping shape the future of convenience-led fashion shopping in India.
The Flipkart-backed platform highlighted that more than 70% of new customers who joined Myntra in 2025 came from non-metro markets. While Myntra’s overall reach covers 98% of India’s serviceable pincodes, the M-Now service has been designed specifically to address last-minute, trend-first requirements of shoppers in urban centres and emerging markets.
Myntra piloted M-Now in select areas of Bengaluru in November 2024. The company had earlier said that, as of November last year, the service accounted for around 10% of total orders in locations where it was operational.
