In a bold new direction, India’s fast fashion industry is accelerating its pace, shifting gears to meet the demands of instant gratification. Once the domain of groceries and essential goods, quick commerce has now found its next big frontier fashion. This transformation marks a significant evolution in consumer behavior, where not only do people want to look trendy, but they also want their outfits delivered in record time.
The concept of style-on-demand has begun to shape the strategies of major fashion platforms. Myntra, slikk and blip, for instance, is spearheading this shift with a promise that was once unthinkable fashion delivered in just 30 and 60 minutes. As the battle for market dominance intensifies, companies are reinventing logistics to deliver not only faster but smarter.
Myntra Leads the 30-Minute Fashion Charge
Myntra has recently introduced its 30-minute fashion delivery service under a new quick-commerce category named M-Now. Currently operational in Bengaluru and Delhi, this service offers lightning-fast delivery on approximately 3,000 stock-keeping units (SKUs) covering fashion, accessories, and personal care products.
The move aims to serve last-minute fashion needs think urgent party plans or spontaneous get-togethers. Consumers no longer need to wait for a day or two to get a new look; instead, they can get a trendy outfit delivered almost as quickly as ordering food. According to Myntra, customer response to this initiative has exceeded expectations, particularly for impulse purchases.
Expanding Use Cases for Fashion’s Fast Lane
Quick commerce fashion delivery solves a major consumer pain point: the urgency to look good at short notice. Whether it’s a forgotten date night or a last-minute meeting, this model offers solutions at lightning speed. Initially seen as a convenience for groceries, quick commerce has now turned into a fashionable trend of its own.
Myntra observed that the service performed well for key categories such as T-shirts, shirts, personal care items, and giftable products. Customers actively used the feature during peak hours—between 5 PM and 8 PM—highlighting how quickly demand spikes during late afternoons and evenings.
The Logistics Puzzle: Speed Versus Variety
Quick fashion delivery is not without its challenges. One major limitation is the restricted assortment that can be offered under the M-Now banner. With only 3,000 SKUs currently available, consumers do not yet get the full variety of Myntra’s 2.1 million products. However, this is only the beginning.
Myntra is testing dark stores warehouses closer to consumer hubs—to enable these rapid deliveries. This infrastructure could allow the platform to scale operations and expand its product range. The company plans to fine-tune this model further before expanding it to more cities.
The Larger Industry Watches and Learns
While Myntra takes the lead, the rest of the industry is watching closely. Experts believe that quick commerce fashion could become a new growth vertical in e-commerce, especially in urban areas. Notably, the trend targets young consumers, who value speed and convenience just as much as style.
Moreover, the growth of 10-minute grocery delivery has already set a precedent for consumer expectations. Fashion is simply following the path of instant delivery that other sectors have paved. As more players experiment with this model, the pressure will mount to deliver speed, style, and service at scale.
The Road Ahead: Faster, Smarter, Trendier
Although early in its journey, 30-minute fashion delivery could redefine how consumers shop for clothing. The shift reflects a broader change in consumer mindset—one that prizes immediacy and seamless service. If executed well, quick commerce could become fashion’s most disruptive transformation yet.
For now, Myntra’s bold step marks a turning point. Other retailers may soon jump on the bandwagon, turning what once seemed like a gimmick into a game-changing retail standard.
