The new feature is called M-Now, which will offer product delivery between 30 minutes and 2 hours
Myntra said it is experimenting with a pilot for faster delivery in a select few pincodes and will look at expanding it based on the insights gained
Earlier this year, Myntra began testing a four-hour delivery service in four Indian cities, including Bengaluru and New Delhi.
After testing a four-hour delivery service, fashion ecommerce Myntra is piloting a new 30-minutes to 2-hours delivery feature.
The company is offering the shorter delivery timeline under “M-Now” feature, which is now live in some parts of Bengaluru.
“At Myntra, we are always looking for ways to sharpen our customer proposition. We launched M-Express earlier, towards enhancing the customer-experience with regard to speed and have been experimenting with a pilot for faster delivery in a select few pincodes,” a spokesperson of Myntra told Inc42.
“We will look at expanding it further based on the insights gained, before launching it formally,” the spokesperson added.
As per the M-Now feature displayed on the Myntra’s app, the company will deliver products from brands like Mango, Lakme, Levi’s and boAt, among others.
This comes at a time when Myntra is strengthening its quick commerce game. Two months ago, the ecommerce giant began testing a four-hour delivery service in four Indian cities, including Bengaluru and New Delhi.
This came after an internal assessment conducted by the company showed a significant increase in consumers’ propensity to complete purchases when offered shorter delivery times.
It is pertinent to note that Myntra has been on a continuous trial to reduce its delivery time. In 2022, the company launched ‘M-Express’ service , which aimed to deliver products within 24-48 hours in select cities.
The ecommerce company claimed that its marketplace entity has turned EBITDA positive “since the last quarter (Q4) of calendar year 2023”.
The Flipkart-owned fashion ecommerce platform saw its net loss jump more than 30% year-on-year (YoY) to INR 782.4 Cr in the financial year 2022-23 (FY23). Operating revenue grew 25% to INR 4,375.3 Cr in FY23 from INR 3,501.2 Cr in FY22.
Notably, Myntra is currently tapping the Tier II & III cities , which accounts for 40% of the international brand orders for the company.
The development comes at a time when quick commerce players like Zepto, Zomato-owned Blinkit and Swiggy’s Instamart have been expanding their catalogues to offer products in fashion, electronics, home decor and more categories.
To keep up with the trend, Flipkart recently launched its quick commerce service ‘Minutes’ for users in Delhi and Bengaluru. The service allows users to order groceries, electronics, smartphones and other products within 8-16 minutes.
(With inputs from Bismah Malik)
