Fashion is matching pace with the speed of modern life.
Fashion trends shift overnight, there are more spontaneous occasions, and buying decisions are often made in the moment. There is a clear need for premium branded and trend-first fashion, beauty and lifestyle products to reach customers' doorsteps faster than ever.
Myntra’s M-Now is catering to this emerging need of customers and reshaping the fashion commerce landscape.
Myntra’s rapid delivery service promises premium fashion, beauty, accessories, and lifestyle products starting 30 minutes across select cities. Launched in late 2024, with Bengaluru as its first market, M-Now has since expanded to major metros, including Delhi-NCR, Mumbai, Hyderabad, Kolkata, and Pune, as well as cities like Patna, Ahmedabad, Jaipur and Lucknow signaling the growing demand for speed-led fashion in non-metros as well.
What began with around 10,000 styles is steadily scaling toward a catalogue of more than 100,000 products across global and homegrown brands. Beyond scale, M-Now is beginning to be a key growth driver for brands, amplifying discovery and enabling new consumption patterns.
Two such brands, Aldeno, a premium menswear label launched in early 2022, and Zouk, an accessories brand founded in 2016, offer a window into how M-Now is reshaping growth.
When innovation closes market gaps
Both Aldeno and Zouk were built to address clear gaps in the market.
Aldeno emerged from the ecosystem of the CIEL Group and Laguna Clothing, bringing deep manufacturing expertise. Its founders identified a whitespace in the mid-market: shirts that combined premium fabrics, superior quality, Italian-inspired design, and consistent fit. The brand’s positioning reflects understated luxury: refined yet easy, expressive yet timeless.
Zouk’s journey began with Founders Disha Singh and Pradeep Krishnakumar, batchmates at IIM-A, who discovered handcrafted bags during a college trip to Kutch. While the craftsmanship stood out, demand was limited. Traditional designs lacked the functionality required by modern urban consumers, while mainstream brands offered utility but little cultural identity.
Zouk set out to bridge that divide, creating 100% vegan bags inspired by Indian aesthetics and designed for everyday use.
The early hurdles: Brand scaling and speed
For both the brands, early challenges centered around the fundamentals of brand scaling.
Aldeno struggled with mindshare. Despite a strong product line, reaching the high intent customers fast proved difficult.
Zouk’s challenge was different. It centered on product refinement and brand clarity. Creating bags that were functional, durable, and aligned with a “proudly Indian” identity required repeated iterations. Today, the founders maintain that this commitment to quality and identity is non-negotiable.
Myntra and M-Now as a growth platform
For both Aldeno and Zouk, partnering with Myntra marked a turning point.
The platform’s logistics network, customer base, and technology infrastructure enabled national scale without the need to build distribution from scratch. This allowed both brands to focus on product innovation and brand building.
If Myntra enabled scale, M-Now added speed.
For Aldeno, the shift has been significant. Nearly 65% of its marketplace contribution on Myntra, now comes from M-Now in the cities the service is live in.
Certain categories, including satin stretch shirts, bright Oxford shirts, and linen casuals, are performing particularly well. The data suggests that premium apparel, traditionally considered a planned purchase, is increasingly becoming impulse-driven when backed by fast delivery.
Zouk’s experience reflects a different use case. As a gifting brand, its products are closely tied to special occasions. With M-Now, gifting is no longer a planned activity but an immediate one. The brand can now participate in last-minute, occasion-led purchases and compete across all gifting categories on the platform
Aldeno reports consistent year-on-year growth on the platform, with strong customer feedback reflected in 4+ star ratings and repeat purchases. The brand has seen over 50% annual growth compared to the previous year, with close to 15% shoppers coming back to Myntra to purchase the brand’s products again.
“For us, Myntra has been more than a marketplace; it has been a growth partner of Aldeno,” said Abhijit Mandal, House of Aldeno.
Zouk describes its journey with Myntra as transformational, citing pan-India reach and accelerated customer acquisition. Over time, the brand has evolved into a leading player in its category on the platform.
“Myntra has been a genuine growth partner for Zouk. The collaboration has gone far beyond commerce and has been about shared ambition and long-term value creation. We’re grateful to the teams who’ve worked closely with us to scale the brand. We’re excited about the next 10 years scaling bigger, innovating faster, and serving millions more customers together,” said Zouk Co-founders Singh and Krishnakumar.
Beyond speed: Operational advantages
Quick commerce is not just about delivery timelines; it also reshapes backend operations.
M-Now’s hyperlocal fulfilment centers enable just-in-time inventory management. This reduces storage costs, minimizes stockouts, and allows brands to respond quickly to emerging trends.
Aldeno highlights Myntra’s data systems as a key enabler, helping identify high-performing products and optimize pricing and visibility. Tools such as structured product attributes, return analytics, and demand forecasting allow the brand to align production closely with consumption trends.
Zouk similarly relies on data-driven decision-making. Insights into customer preferences and product performance guide the brand’s assortment planning and pricing strategies, enabling a continuous improvement loop.
Both brands highlight the role of Myntra’s category teams, describing them as active partners who help improve efficiency and performance.
Looking ahead
Both Aldeno and Zouk see Myntra, and M-Now, as long-term growth partners.
Aldeno aims to scale significantly over the next two to three years while continuing to refine its premium menswear proposition.
Zouk is focused on category leadership, aiming to become the default choice for high-quality, Indian-inspired bags on the platform through consistent design, craftsmanship, and performance.
M-Now reflects a broader shift in Indian retail, where ecommerce convenience meets immediacy. As urban lifestyles become faster and more unpredictable, on-demand fashion is emerging as a competitive advantage.
Ultimately, the takeaway is clear: the future of fashion retail will belong to brands that combine speed with depth in selection.
Original Article
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