Myntra Launches 30-Minute Fashion Deliveries in Kolkata Ahead of Durga Puja

Myntra, one of India’s largest online fashion and lifestyle platforms, has introduced its M-Now quick delivery service to Kolkata. The launch coincides with Durga Puja — the city’s biggest shopping season — and enables customers to receive select fashion items within 30 minutes of ordering.

Expanding Beyond Early Metro Markets

After successful rollouts in Bengaluru, Mumbai, Delhi, and Hyderabad, Kolkata becomes the next metro to get M-Now. At launch, it covers high-demand areas such as Lake Town, Bidhannagar, Alipore, New Town, Behala, and Ballygunge. Myntra aims to bring speed and convenience to customers who traditionally plan festive wardrobes weeks in advance but also make last-minute buys.

What Shoppers Can Order

M-Now initially offers 6,000+ styles from over 400 brands tailored to regional preferences. Big names include Levi’s, Tommy Hilfiger, Mango, Allen Solly, Manyavar, Libas, Metro, and Puma. Myntra has also onboarded Souragya, a local ethnic brand from Sourav Ganguly, to strengthen its festive wear catalogue. The selection spans ethnic wear, occasion wear, accessories, beauty, and gifting categories.

Why Durga Puja Matters

Durga Puja is the most significant shopping festival in eastern India. According to Myntra executives, the sheer scale of celebration in Kolkata creates a spike in fashion and lifestyle purchases. Offering 30-minute delivery access to new trends is expected to enhance customer experience and drive higher order volumes.

The Infrastructure Behind the Speed

M-Now’s rollout relies on a network of more than 80 dark stores across five cities, which act as micro-warehouses. This decentralised model lets Myntra handle both impulse and planned purchases efficiently. The company says M-Now now carries over 1 lakh SKUs from 700+ brands across India.

Synergy with Big Fashion Festival

The expansion comes during Myntra’s Big Fashion Festival, a marquee event featuring curated deals such as OMG Deals, Deal O’ Clock, and Brand Mania. Customers in Kolkata can instantly shop festival collections at attractive prices without waiting days for delivery.

Meeting the City’s Shopping Patterns

Kolkata has been a strong market for Myntra in categories like women’s ethnic wear, men’s wear, and western wear. The city also records higher interest in gifting and beauty products during festivals. M-Now allows Myntra to tap into this demand with faster fulfilment and a wider assortment.

Building on M-Express Success

Nearly 50% of Myntra’s total orders nationwide are already delivered within 48 hours through M-Express. M-Now is the next step in this speed-led strategy, focusing on ultra-quick delivery for curated SKUs. This approach aligns with the broader trend of instant commerce in India’s e-retail sector.

Why Quick Commerce Works for Fashion

Until recently, 30-minute delivery was mainly associated with groceries and essentials. Myntra bets that high-frequency, festive, and impulse fashion purchases can also thrive in a quick-commerce model. If successful, it could reshape how Indian shoppers view online fashion — from planned to near-instant gratification.

Localised Brand Curation

Introducing Souragya, Sourav Ganguly’s new label, reflects Myntra’s strategy of blending national and regional brands to resonate with local shoppers. This localisation is key to sustaining customer loyalty in culturally distinct markets like Kolkata.

Focus on Customer Experience

Myntra says its aim is not just faster delivery but an enhanced shopping journey. From app experience to curated deals and real-time inventory updates, M-Now integrates technology and operations to minimise delays and boost reliability.

Competitive Landscape

While grocery players such as Blinkit and Zepto pioneered 10–30 minute delivery, fashion had largely stayed in the one- to two-day window. Myntra’s move sets a new benchmark that could spur competitors like Ajio, Tata CLiQ, and Amazon Fashion to experiment with similar models.

Economic Implications for Sellers

For partner brands and small sellers, M-Now provides faster inventory rotation and real-time visibility into high-demand items. During peak seasons like Durga Puja, this speed can translate into higher conversions and lower returns.

What’s Next for M-Now

Industry observers expect Myntra to extend M-Now to other Tier-1 and Tier-2 cities in 2026, especially where festive shopping drives huge spikes. The service could also expand its SKU count, covering more footwear, kidswear, and premium beauty segments.

Consumer Tips to Use M-Now

• Look for the M-Now badge while shopping in the app.
• Orders placed within eligible localities can arrive in as little as 30 minutes.
• Availability may fluctuate depending on the time of day and stock levels.
• Combine M-Now with festival discounts for maximum savings.

Industry Insight: Speed as a Differentiator

Speed is emerging as a core differentiator in Indian e-commerce. By offering 30-minute delivery in a category traditionally reliant on longer timelines, Myntra positions itself as an innovator in customer convenience. The festive rollout acts as a real-world stress test for the model.

Conclusion

Myntra’s launch of M-Now in Kolkata ahead of Durga Puja is more than a festive push — it signals the future of instant fashion delivery in India. By combining a curated catalogue, local brand partnerships, and a robust dark-store network, Myntra aims to redefine how urban shoppers experience online fashion. If adoption mirrors that of other metros, M-Now could soon become a standard feature across many Indian cities.