Myntra, India’s leading fashion e-commerce platform, has unveiled a new quick-commerce initiative, “M-Now,” promising to deliver fashion and lifestyle products within just 30 minutes. This marks a significant step in catering to the evolving expectations of Indian consumers, who are increasingly seeking faster delivery for essentials like groceries, beauty items, and now fashion.

Through M-Now, Myntra is offering over 10,000 options spanning apparel, beauty, and lifestyle categories from well-known brands such as Vero Moda, MANGO, Tommy Hilfiger, MAC, and Bobbi Brown, among others. The company, which operates under Flipkart’s ownership and serves an impressive 70 million monthly users, aims to scale up this offering to include more than 100,000 styles in the next few months.

TechCrunch had reported on Myntra’s plans for quick-commerce in September, noting its initial goal of delivering products within four hours—already a substantial improvement from the standard delivery window of two to three days. The company has since pushed boundaries further with the launch of its 30-minute delivery service.

Currently available in Bengaluru, M-Now will be extended to other key cities, including Mumbai, Delhi, and Pune, in the coming months. With this debut, Myntra has established itself as one of the world’s first significant e-commerce companies to introduce fashion-related rapid commerce on a large scale.

Nandita Sinha, Myntra’s CEO, highlighted the significance of the move in a statement, saying, “Fashion, an aspirational category, thrives on a broad selection that empowers customers to curate their complete look. We’re privileged to collaborate with leading global brands that play a pivotal role in addressing the country’s evolving fashion needs.”

The adoption of quick-commerce solutions is gaining momentum across India, with Morgan Stanley predicting the market to grow to $42 billion by 2030. This would represent 2.5% of India’s total retail market and 18.4% of its e-commerce industry. High-density cities in India make this model economically feasible, as lower last-mile delivery costs drive its viability.

In addition to apparel, M-Now will feature premium beauty brands such as Huda Beauty, MAC, Forest Essentials, Carolina Herrera, and Estée Lauder, as well as accessory brands like Armani Exchange, Fossil, and Casio.

Myntra noted an enthusiastic response from customers during pilot tests of M-Now, underscoring the potential for quick-commerce to redefine the fashion shopping experience.