Flipkart-owned Myntra on Thursday entered the quick commerce bandwagon with the launch of “M-Now”, promising delivery of clothes and accessories in 30 minutes. The offering will initially be available in Bengaluru and expand to Mumbai, Delhi, Pune and others cities in the coming months.
The move comes at a time when some quick commerce firms have started including clothes and footwear in their stock keeping units (SKUs).
Last month, Zomato-owned Blinkit introduced 10-minute return service for clothes on its platform. Swiggy’s Instamart is also reportedly in talks with apparel brands to sell their products on the platform. Zepto has tied up with sports retailer Decathlon and delivers some of the company’s apparels like beanies and gym shorts.
Myntra said that M-Now will offer customers access to 10,000 styles, across fashion, beauty, accessories and home. This will include products from companies like Vero Moda, MANGO, Tommy Hilfiger, Levi’s, ONLY, Jack&Jones, Metro shoes, Arrow, and Forever New.
In the next 3-4 months, the number of offerings is expected to increase to over 100,000 styles.
“With the launch of M-Now, Myntra is among the first vertical players of scale globally to start delivering fashion at hyper speed,” it said in the announcement.
Myntra said that it had launched a pilot earlier, which “received an overwhelming customer response to the offerings from numerous sought-after brands”.
“Fashion, a highly aspirational category, thrives on a diverse selection that empowers customers to style their complete look,” said Nandita Sinha, chief executive officer at Myntra.
“As enablers, we are truly grateful for Myntra’s strong association with leading brands across the globe, which are at the front and centre of catering to the evolving fashion aspirations of the country.”
The quick commerce market in India has of late become a big focus area for fashion as well as D2C brands. In the metro cities, especially, it has seen widespread adoption even in the case of premium products.
M-Now will also deliver premium beauty brands like Huda Beauty, MAC, Bobbi Brown, and Forest Essentials, along with accessory brands like Armani Exchange, Fossil, Casio, and Mokobara.
According to Morgan Stanley, the quick commerce market in India is expected to be worth $42 billion by 2030. It would represent 18.4% of the total e-commerce market and 2.5% of the overall retail market.
To meet the rising demand, majors in the market like Blinkit, Zepto and Instamart are increasing the number of dark stores – local warehouses – as well as their size.