Products eligible for express delivery will have an “M-Express” tag in the listing. This is similar to Amazon’s Prime and Flipkart’s Plus fulfilment.
The company said the feature eventually cover 300,000 products in over 1,300 pincodes. Currently, it is available to customers in metro cities, with around 30% of products eligible for express delivery.
Myntra said it will offer forward deployment centres to sellers and brands. This means brands, instead of storing products in one big warehouse, can keep them in smaller warehouses close to demand centres, thereby bringing down the time for delivery.
“M-Express offers complete control to consumers in choosing their products based on the delivery timelines, thus empowering them to make better purchase decisions,” said Nandita Sinha, chief executive officer (CEO) of Myntra. “We believe M-Express will be a game-changer for the industry and drive delight for the fashion-forward customer base while reinforcing loyalty. This will in turn boost the opportunity for brands, and small and medium sellers to grow.”
Myntra launch of M-Express comes as the company is facing new challenges from Reliance’s Ajio and Nykaa. Ajio made significant inroads in online fashion during the pandemic. Nykaa, which was earlier focused on the beauty category, is also entering fashion in a big way.
Myntra, too, is also doubling down on the beauty category. Personalisation, influencer-led live commerce, beauty and personal care will be the key focus areas for Myntra’s leadership team, Sinha told ET on February 24 after taking over as CEO following a tumultuous year at Myntra, which saw several senior-level exits.