Myntra brings 30-minute fashion rush to Hyderabad with 8,000 styles on M-Now

Hyderabad has become the latest city to get Myntra’s quick-delivery service, M-Now, the e-retailer said in a press release on Monday. Starting this week, shoppers in the city will be able to order from a catalogue of around 8,000 styles across fashion, beauty, and lifestyle, with delivery times starting from 30 minutes.

Popular brands available under the service include Levi's, MANGO, Vero Moda, Tommy Hilfiger, Maybelline, and Bata, among others.

“Hyderabad is a fast-growing market with a vibrant and trend-conscious customer base, making it an ideal market for M-Now. Designed to serve those moments when immediacy matters most, the expansion of M-Now into the city strengthens our promise of convenience and raises the benchmark for speed in fashion, beauty, and lifestyle commerce," said Sharon Pais, Chief Business Officer, Myntra.


The expansion comes ahead of the festive season, when e-commerce platforms typically see a spike in demand. Deliveries in the city will be managed through a dark-store-led model, which the company says helps process large order volumes while maintaining quicker turnaround, even during peak sales events.

The move comes after strong customer adoption in earlier launches in Bengaluru, Mumbai, and Delhi-NCR. Myntra currently operates over 60 dark stores nationwide, with Hyderabad becoming part of this network.

The Hyderabad launch comes as urban shoppers increasingly look for “instant” fulfilment of both planned purchases and impulse orders, a trend that has already shaped grocery and food delivery markets.

According Myntra, the service has seen strong adoption in its existing cities, with Raksha Bandhan recently driving a 3X rise in gifting categories and accessories alone witnessing a five-fold jump.

Myntra has gradually built a focus on fast deliveries, with nearly half of all its orders nationwide already fulfilled in under 48 hours. The M-Now service, introduced as a complement to its broader M-Express two-day delivery promise, represents an effort to extend this speed-led model into fashion and lifestyle commerce—segments traditionally not associated with instant delivery, it said.