commerce platform Myntra has launched a 30-minute delivery service called ‘M-Now’, following a pilot run in select Bengaluru pin codes in November. The feature is currently available for 10,000 styles across fashion, beauty, accessories, and home categories, with plans to scale up to over 1 lakh styles in the next 3-4 months.

“Fashion, as an aspirational category, thrives on a wide selection that helps customers create complete looks. Thanks to Myntra’s strong partnerships with global brands, M-Now will redefine lifestyle shopping in India by expanding fashion possibilities,” said Nandita Sinha, CEO at Myntra.

The service includes collections from popular brands like MANGO, Tommy Hilfiger, and Levi’s. This is not Myntra’s first step into quick delivery; its Express feature already offers 24-48 hour delivery on select items.

With over 70 million monthly active users, Myntra enables partner brands on M-Now to leverage its tech stack and services to strengthen their customer reach. According to Myntra, the pilot program received an overwhelmingly positive response and gained significant organic traction.