Myntra has launched a 30-minute delivery service, delivering a variety of fashion products under the quick-commerce model, which is extending beyond groceries and everyday staples to include electronics, lifestyle brands, and more.

Myntra's new service, M-Now, is already available in select areas of Bengaluru, and the business wants to expand it to cities such as Mumbai, New Delhi, and Pune in the coming months.

The country's largest online fashion brand is entering the category with a wide range of products — approximately 10,000 stock-keeping units (SKUs) to begin. Blinkit, Zepto, and Swiggy Instamart, the leaders in the quick-commerce sector, now provide a limited number of such products, such as normal t-shirts and innerwear, but are planning to increase their offerings.

Myntra is the first ecommerce platform focusing on a certain niche to join the quick-start area at scale.

M-Now will deliver fashion and beauty products and accessories in 30 minutes via dark stores, or micro warehouses, managed by third parties as well as fashion brand retail locations, Myntra CEO Nandita Sinha added.

It intends to increase the number of SKUs under M-Now to more than 100,000 within three to four months, she said.

Myntra may use parent company Flipkart's quick-commerce service, Minutes, to improve its delivery infrastructure.

The company's move into the quick-delivery industry reflects the rapidly changing consumer desire for the latest fashion trends. Even two-hour shipping can result in more impulse buys, according to a fashion industry executive.

Over the last two years, Myntra has increased its emphasis on next-day and two-day deliveries via M-Express. According to Sinha, 45% of its metro deliveries are completed within two days utilizing the M-Express concept.

"As we have launched M-Express, which was our two-day delivery model … (we) realized that there is scope for less-than-one-day delivery," Sinha said.

M-Now will provide collections from fashion companies such as Vero Moda, Mango, Tommy Hilfiger, Levi's, Only, Jack & Jones, Metro Shoes, and Rare Rabbit. The service will include beauty brands such as Huda Beauty, MAC, Bobbi Brown, Forest Essentials, Dyson, and Estée Lauder, as well as accessories from Armani Exchange, Fossil, and Casio.

Sinha stated that Myntra had found a high demand for speedy deliveries from premium clients who prioritize fashion and trends. These customers are unwilling to compromise and desire a wide selection, access to their preferred brands, a better browsing experience, and quick fulfillment, she explained.

The M-Now feature, which is available on the Myntra app, became live in Bengaluru following a pilot project last month. Current listings indicate that delivery of some items may take up to two hours.