Bengaluru, September 26, 2025: Following strong consumer adoption in Bengaluru, Mumbai, Delhi and Hyderabad, Myntra announced the expansion of its expedited delivery service, M-Now, to Kolkata. Launching ahead of Durga Puja, M-Now will be available to customers in areas including Lake Town, Bidhannagar, Alipore, New Town, Behala, and Ballygunge. With its expansion in Kolkata, M-Now has ramped up its offerings across the major metros in India with a whopping 1L+ trend-first SKUs from over 700+ sought-after domestic, homegrown and international brands. This expansion is backed by Myntra’s growing network of 80+ dark stores across Bengaluru, Delhi, Mumbai, Hyderabad and Kolkata.
M-Now in Kolkata will feature 400+ brands and 6K+ styles to begin with. Some of the brands, resonating with the audience of the region, include Levi’s, Allen Solly, Louis Philippe, USPA, Tommy Hilfiger, Accessorize, Manyavar, Puma, Adidas, Mango, Taavi, Indo Era, Gosriki, Kalini, Saree Mall, Silkland, Libas, NR by Nidhi Rathi, Cai, Metro, and Mochi, among others. Recently launched Souragya by Sourav Ganguly will also join the M-Now brandwagon. Adding to the celebrations and shopping joy, M-Now will offer a wide range of festive selections from leading brands, focusing on embroidered kurtas, embellished heels & sandals, oxidised jewelry, kurta and kurta sets for men, women and kids. During the M-Now rollout phase in the city, which also happens to coincide with the shopping prep for Durga Puja, there was high customer demand, particularly in categories including Ethnic, Occasion Wear and Home. Popular brands on M-Now during this phase have been MANGO, Tommy Hilfiger, Jack & Jones, Libas, BIBA, trueBrowns, Etude, Essentials, CeraVe, among others.
Speaking on the expansion, Maneesh Kumar Dubey, Vice President, Category Management, Myntra, said, “Durga Puja is the biggest occasion for the natives of the region and the scale of celebrations in Kolkata is world-renowned. With M-Now launching in Kolkata ahead of this mega festive season, having access to fashion trends starting 30 minutes, is going to be a game-changer for last-minute shoppers. This expansion aligns with our commitment to delivering exceptional customer experiences via speed propositions. We aim to continue delighting customers with unmatched speed for moments where immediacy matters most.”
The deals during the now live Myntra Big Fashion Festival, featuring dynamic shopping moments such as OMG Deals, Grab or Gone, Deal O’ Clock, Prime Time Deals, and Brand Mania, among others, will add to the festive fervor. M-Now’s selections with the latest trends, combined with BFF’s unparalleled value, will help shoppers elevate their wardrobes in a jiffy.
During the recently concluded Raksha Bandhan, M-Now witnessed a 3X surge in demand for gifting-related categories, with accessories spiking by 5X in Mumbai, Delhi and Bengaluru. The cities experienced an overall ~1.5X increase in orders placed during the festival. Popular new brands added to M-Now recently include Snitch, Anouk, Boldfit, YSL and Cava.
Customer trends from the City of Joy on Myntra
With a strong and growing base of millions of users, Kolkata is a key strategic market from where Myntra has been seeing strong customer demand. Myntra is offering a compelling mix of value-driven and premium selections, a personalized discovery experience and enhanced delivery speed. The region, with a high base of mid and high-affluent customers, is gravitating towards core fashion categories, including Women’s Ethnic Wear, followed by Men’s Wear and Women’s Western Wear.
Over the past few years, Myntra has pioneered efforts to delight customers with speed in e-lifestyle through M-Express, which enables deliveries within 24-48 hours. Today, nearly 50% of Myntra’s total orders are fulfilled in under 48 hours across 600+ cities in India, reflecting the rising appreciation for speed-led shopping experiences where they are opting for the best of brands and trends across premium fashion, beauty and lifestyle. By scaling M-Now, Myntra continues to raise the bar on delivery excellence in the e-lifestyle space, addressing both planned and impulse shopping missions while offering consumers the convenience and speed they increasingly expect.