Myntra expands M-Now service with new brands on board

E-commerce major Myntra has scaled its ultra-fast delivery service, M-Now, expanding rapid fulfillment across fashion, apparel, and personal care segments. Skincare brand La Pink joined the platform to capitalize on growing consumer demand for under-30-minute order execution. India’s quick commerce market, projected to expand from $3.3 billion to $9.9 billion by 2029, is prompting apparel retailers to deploy hyper-local dark stores in tier-1 metros. Sourcing data indicates impulse purchases of fashion accessories and beauty items now comprise nearly 18% of quick-commerce basket value. "Integrating express fulfillment enables direct access to high-intent urban shoppers during peak demand windows," noted a senior retail strategy executive at Myntra.

Logistics bottlenecks and inventory optimisation

Maintaining real-time inventory visibility across distributed dark stores presents structural challenges for high-SKU categories like apparel and personal care. Unlike standardized consumer packaged goods, apparel requires precise sizing management and higher return processing overheads. Retailers are deploying localized demand-forecasting software to minimize stockouts and maintain delivery speeds. In a recent trial across Bengaluru, quick delivery reduced cart abandonment rates for beauty and fashion products by 22%, demonstrating strong commercial potential.

Founded in 2023, La Pink is a personal care brand specializing in 100 per cent microplastic-free skincare, haircare, and fragrance formulations. Operating across Indian metro markets and major e-commerce platforms, the brand aims to double its retail footprint while scaling digital revenue to target Rs 100 crore in annual sales.