M-Now registers 1,5X rise in orders during Raksha Bandhan

11 August 2025, Mumbai 

Coinciding with the start of the festive shopping period, Myntra is reporting significant growth in its M-Now quick commerce service. During Raksha Bandhan, the platform recorded a 1.5X increase in orders. Offering delivery in as little as 30 minutes, the M-Now Service serves customers in Bengaluru, Delhi, and Mumbai with a curated assortment that included over 300 Rakhi styles and more than 800 gift options.

An analysis of consumer behavior during this festive season reveals specific category trends. Demand for accessories has increased by 5X, a strong indicator of gifting-focused purchases. Other key lifestyle categories, including apparel, footwear, and personal care, have also seen an approximate 1.5X growth over the preceding month.

Geographically, Delhi NCR showed the highest growth with a 1.7X increase in orders, primarily driven by demand for ethnic wear, with kurtas being the most purchased item. Mumbai experienced a 1.5X rise in orders, with a purchasing mix of both traditional and contemporary apparel. In Bengaluru, demand was highest for ethnic wear, highlighting increased consumer interest in occasion-specific clothing. Popular brands driving these sales included Libas, Indo Era, Manyavar, Jompers, True Browns, Palmonas, and Zaveri Pearls.

Across all three metropolitan areas, gift-oriented product assortments, such as fragrance gift sets, handbags, watches, and beauty kits, saw an average demand growth of 3X over the past month. This trend was especially noticeable among consumers prioritizing rapid delivery. The demand for international brands available on the M-Now platform grew by 1.5X overall, suggesting that premium products are a key part of festive season purchases. Popular international brands with high traction included Tommy Hilfiger, Mango, Hidesign, Armani Exchange, GAP, Michael Kors, Levi's, MAC, The Ordinary, Guess, New Balance, and adidas Originals.

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