Myntra Expands its M-Now to Patna, Jaipur, Lucknow and Ahmedabad
Myntra, a prominent e-commerce company specializing in fashion and lifestyle products, has extended its rapid delivery service, M-Now, to include four tier-II cities - Patna, Jaipur, Lucknow, and Ahmedabad, thereby broadening its service reach to a total of 10 cities in India.
The service is currently up and running in Bengaluru, Mumbai, Pune, Kolkata, Hyderabad, and the Delhi-NCR region.
The company's goal is to provide customers in these areas with a carefully selected range of more than 500 brands and 10,000 styles, with deliveries commencing within 30 minutes.
The company's growth is being facilitated by a network of more than 87 dark stores, aiming to capitalize on the increasing desire for quick and convenient service in markets outside of large urban areas.
During the initial phase of testing in specific postal code areas, there has been a positive response, with consumers displaying a notable interest in a variety of clothing categories for both men and women, as well as beauty and personal care products.
In these cities, certain brands have cemented their popularity among consumers, such as Levi’s, United Colors of Benetton, Tommy Hilfiger, Calvin Klein, Vero Moda, ONLY, MANGO, NEXT, Jockey, Metro, Mochi, L’Oréal, and Maybelline.
Maneesh Kumar Dubey, Vice President of Category Management at Myntra, explained that there is a growing trend in the demand for quick delivery of festive attire and everyday necessities.
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This trend is particularly noticeable among Generation Z consumers who are fashion-forward and value immediate satisfaction. Myntra's foray into Bharat showcases the brand's pioneering strategy in delivering hyper-fast fashion, bolstering M-Now's ability to meet the ever-changing demands of consumers for quick and convenient service.
He further stated that the strong initial uptake of the pilot demonstrates ample room for expansion as the company rolls out M-Now nationwide, shaping the direction of fashion retail in India towards greater convenience.
Myntra emphasized that a majority of the new customers added to the platform in the previous year hailed from non-metro areas.
The company's reach extends to 98 percent of India's usable pin codes, with the M-Now service tailored to meet the immediate fashion preferences of urban and emerging market consumers. The platform supported by Flipkart, Myntra, introduced a pilot program called M-Now in specific regions of Bengaluru in November. Myntra reported that M-Now accounted for 10 percent of its overall orders in the designated areas where the program is active.