Latest news with #M-Now
Mint
22-07-2025
- Business
- Mint
After groceries and electronics, fashion is the next quick-commerce battleground
New Delhi: After getting urban Indians hooked on to 10-minute groceries to electronics, Indian online retailers will now battle for quick delivery of a category tailored to fuel instant gratification: fashion. On Friday, Reliance Retail Ltd, India's largest retailer, rolled out Ajio Rush, the online commerce platform's four-hour delivery service that is live in six cities. Earlier this year, Myntra expanded its quick commerce offerings with its M-Now services in Delhi and Mumbai. Brick-and-mortar retailer Libas is also increasing investments in quick commerce, using its own dark stores and partnering with third-party platforms to offer faster shipments on select items. Also read | Myntra aims to stream glamour through stories, stars and songs Fashion retailers aim to tap the preference for same-day deliveries among consumers, driven by the explosion of rapid shipping of milk, eggs, bread, fruits and vegetables. India's quick commerce market has grown 150% year-on-year, reaching $10 billion in gross merchandise value and a monthly run rate of $900-950 million, according to Redseer estimates. However, it still accounts for only 15% of the e-commerce market, estimated at $70 billion, with significant headroom to grow. Retailers have started by offering select and high-selling fashion items through quick commerce. Ajio's Rush has seen an encouraging response in its initial days, with customers placing high-value orders and initiating fewer returns, according to a senior company executive. Launched in the June quarter, Rush offers 130,000 products that can be delivered in four hours, leveraging Reliance Retail's existing store network for deliveries. "We launched Ajio Rush—the equivalent of a quick commerce service—in the top six cities. We have carved out space in our stores, and we are delivering from those stores where the promise is within four hours. That is live in six cities with 130,000-plus options," said Dinesh Taluja, chief financial officer atReliance Retail Ventures Ltd (RRVL), during the company's post-earnings call Friday evening. "These are curated options in those stores because we have a lot of data for those pincodes in terms of what's selling, and what we see are initial signs; it's still relatively young." RRVL, a subsidiary of Mukesh Ambani-owned Reliance Industries Ltd, owns e-commerce platforms Ajio and JioMart. Ajio sells brands such as Gap, M&S, H&M, and Asos. Of these, RRVL holds rights to Gap, M&S, and Asos in India. Fewer returns, larger bill sizes Taluja said orders placed via this offering lead to fewer returns and larger bill sizes. 'Average bill value is 50 to 60% higher compared to a normal transaction. In close to 12-15% of bills where we are offering this service, customers are adopting Ajio Rush; returns are significantly lower because it is addressing a need that the customer has…With better bill values and lower returns, the unit economics will improve substantially," he said. Since its launch in Bengaluru in December, Flipkart-backed online fashion platform Myntra's M-Now (30-minute platform) has been witnessing demand from customers across categories and products. M-Now has since expanded into metros like Mumbai and Delhi. Also read | Flipkart Group-owned Myntra rejigs commission to drive low-ticket sales Currently live in Bengaluru, Mumbai, and Delhi—with pilots underway in other cities— M-Now's daily orders doubled last quarter. Key spikes include a four-time jump on the first day of the End of Reason Sale, and a 4.5x surge in orders alongside a 5x increase in new customers around Valentine's Day, according to a top company executive. On Mother's Day, beauty and personal care saw a 1.4X spike, led by gifting. 'Emerging consumption trends include dressing up, grooming, home décor, and gifting," said Sharon Pais, chief business officer, Myntra in an emailed response to Mint. 'With a rich M-Now assortment featuring 600 brands,premium brands that are witnessing strong traction include MANGO, L'Oréal, Maybelline, Fossil, Calvin Klein, and Hidesign." Fashion fast delivery pioneer Over the past few years, Myntra has pioneered fast deliveries in fashion and lifestyle through M-Express, enabling 24 to 48-hour fulfilment, said Pais. Today, nearly 50% of Myntra orders are delivered within 48 hours across 600+ cities, reflecting growing consumer preference for speed-led access to premium fashion, beauty, and lifestyle, he said. Quick commerce is still dominated by sales of daily essentials such as milk, eggs, bread, fruits, and vegetables. Growth is primarily led by grocery, beauty, general merchandise, and small-ticket electronics, while traction for fashion, appliances, and furniture remains limited. And demand is largely limited to large metro cities. Queries emailed to Zepto and Instamart, India's two largest quick-commerce platforms, remained unanswered. Also read | Reliance Retail's AJIO launches D2C-focused interactive e-com platform AJIOGRAM Analysts said the move makes little commercial sense and that heightened competition is why companies are willing to tweak their business models to adapt to this change in consumer behaviour. 'At the end of the day, if consumers are willing to pay for it and companies are willing to fund this (by cash burn), then there will always be demand even if not urgent," said Harminder Sahni, managing director and partner at consulting firm Wazir Advisors. 'However, it doesn't add up or make commercial sense bringing more products on a quick service platform." Sahni said the labour arbitrage or low-cost labour in India enables newer players to enter the market and offer such services. Experiment in faster deliveries Still, Ethnic fashion retailer Libas has also rolled out its own small dark stores as an experiment to ramp up faster deliveries. It recently launched a campaign with Zepto to roll out a select range of clothing such as kurtas and leggings pan-India. "We're scaling that up. It's about cracking what products are required," said Sidhant Keshwani, founder and CEO, Libas. A few years ago, two-day delivery was the norm, but today it is seen as a curse, highlighting the consumer shift underway, he said. Also read | Ajio accounts for 25% of Reliance Retail's apparel biz 'We're setting up our own dark stores, and are pushing and convincing all the (quick commerce) partners to pick up stock from our dark stores," Keshwani said. 'We have convinced Myntra, and our pilot went live in June. Before Diwali, we are planning to set up 20 such dark stores in Delhi, Mumbai, Bengaluru." However, the rollout will not come without its challenges, he said, especially given the inventory churn retailers typically experience each season. The retailer, according to Keshwani, is being selective with inventory and opening dark stores in high-transaction areas like Delhi's Dilshad Garden.
India.com
21-07-2025
- Business
- India.com
Mukesh Ambani, Isha Ambani make big move as Reliance Retail enters fashion quick commerce with..., it's offering...
New Delhi: Mukesh Ambani's Reliance Retail Ventures Ltd (RRVL), a subsidiary of Reliance Industries, has forayed into the fast-growing fashion quick commerce segment with the launch of Ajio Rush. What is Ajio Rush? Ajio Rush is a four-hour delivery service that went live in the first quarter of FY26. It is currently operational in six cities, including Mumbai, Delhi-NCR, Bengaluru, Hyderabad, Chennai, and Ahmedabad. It is offering more than 1.3 lakh style options and its target customers are young, fashion-conscious consumers. Ajio Rush is offering fashion accessories in different segments, like casual wear, ethnic wear, western wear, footwear, and accoutrements. The service draws from Reliance's existing warehousing and logistics network, enabling quicker turnarounds without the burn-heavy tactics seen in younger Q-commerce players. What did Ajio Rush say about new offering? The company said that the new offering is delivering better unit economics on the back of higher average bill value and lower returns. 'AJIO Rush, a 4-hour delivery service was launched during the quarter and is live in 6 cities with 130k+ options. With faster deliveries, the initiative will further improve customers' shopping experience on the platform. The initiative is delivering better unit economics driven by higher average bill value and lower returns,' said the company. What is India's fashion Q-commerce scene? The launch of Ajio Rush comes as India's fashion Q-commerce space gains momentum. Myntra, owned by Flipkart, had piloted its M-Now express delivery service last year, promising fashion deliveries within 30 minutes to two hours. Several digital-first brands—such as Slikk, Newme, and KNOT—have also entered the space, catering to Gen Z's growing preference for on-demand fashion. The quick fashion delivery space has started attracting investor attention, as per Entrackr's recent report. Startups like Newme have secured fresh funding this year, while others are in advanced talks for new rounds. However, the model remains unproven at scale, with concerns around return rates, high logistics costs, and pressure on margins. With Ajio Rush, Reliance is relying on its deep catalogue, existing customer base, and strong back-end to improve unit economics. Higher average order values and lower dependency on discounts also give it an edge over VC-backed startups that are still building infrastructure.
&w=3840&q=100)
Business Standard
20-07-2025
- Business
- Business Standard
Reliance Retail's AJIO launches four-hour delivery service in six cities
Reliance Retail's online fashion and lifestyle platform AJIO has launched a four-hour delivery service with AJIO-Rush. Launched in the April-June quarter, AJIO Rush is live in six cities, including Mumbai, Bengaluru, Delhi, and Hyderabad, with over 130,000 options. A few options from the AJIO Luxe (its premium and luxury fashion and lifestyle platform) catalogue will also be available. The move comes after Myntra launched its two-hour delivery service called M-Now in select areas of Bengaluru, Delhi-NCR, and Mumbai. In its post result release, Reliance Retail said: 'AJIO continued to demonstrate improvements in key customer metrics, with new customers' revenue share reaching 18 per cent, increasing by 150 bps Y-o-Y, and average bill value increasing by 17 per cent Y-o-Y.' It also said that AJIO expanded its product catalogue to over 2.6 million options which grew by 44 per cent Y-o-Y and several new brands were introduced on the platform during the period.
Mint
07-07-2025
- Entertainment
- Mint
Ad review: Fast fashion, slower thinking: Myntra's mugshot ad is all dressed up with no insight
Myntra's new M-Now campaign, created by DDB Mudra India, wants you to believe that even being arrested can be a beauty emergency. In one of the ad films, two women (played by influencers Ayesha Kanga and Sakshi Shivdasani) find themselves at a police station, bare-faced and on the verge of a mugshot. Their solution? Order makeup in a panic—lipstick, bronzer, eyeliner—using Myntra's 30-minute express delivery service. It's meant to be quirky. Instead, it's clueless. Let's start with the obvious: turning police custody into a punchline to sell concealer is both tone-deaf and wildly unfunny. In a country where women's interactions with law enforcement are often fraught with fear and power imbalance, this feels like a complete misread of the room. Worse, the joke hinges on a tired, sexist trope that women care more about their looks than literally anything else, including legal trouble. This isn't just lazy writing. It's the kind of creative that insists it's 'just harmless fun" while quietly insulting the intelligence of half its audience. What's particularly ironic is that the campaign's premise—solving fashion emergencies with fast delivery—has real potential. A surprise date? An unplanned office Zoom? A last-minute wedding invite? Sure. But custody? Really? That's your idea of 'relatable chaos"? To be fair, Myntra has a bit of history when it comes to getting gender sensitivity wrong. Back in 2021, it quietly redesigned its logo after a complaint claimed it resembled a woman in a sexually suggestive pose. The brand folded quickly, but the episode showed what happens when a company neither stands by its creative nor takes a real stand on representation. This time, it's not a logo—it's a storyline. But the result is the same: a missed opportunity dressed up in slick production. Brands love to talk about female empowerment, Gen Z resonance, and storytelling with purpose. This ad checks none of those boxes. It's the kind of creative that makes you wonder if anyone in the room asked the one basic question: 'Wait... should we be doing this?" Myntra's delivery may be fast, but clearly, the thinking needed a little more time.
Time of India
23-06-2025
- Entertainment
- Time of India
Myntra's M-Now blends urgency and style in new ad
Myntra has launched its latest campaign for M-Now. Conceptualised by DDB Mudra , the ad film features actor Vihaan Samat , actor and comedian Sumukhi Suresh , and popular influencers, Sakshi Shivdasani and Ayesha Kanga , in its two ad films. With a humorous and relatable take on emergencies, the campaign positions Myntra's new expedited delivery service, M-Now, as the trusted platform for delivering fashion and beauty fixes, starting ~30 minutes. Vihaan Samat, Sumukhi Suresh, Sakshi Shivdasani, and Ayesha Kanga, have been roped in for the ad films owing to their deep connection with the audience and their ability to bring relatable characters to life. Vihaan, known for his effortless charm and portrayal of modern, relatable characters, adds an endearing and grounded energy to the narrative. Sumukhi, known for her sharp wit and ability to turn everyday chaos into comedy gold, brings a distinct mix of humour and relatability to the narrative. Meanwhile, Sakshi and Ayesha have become favorites among Gen Z, known for their authentic and relatable content that resonates deeply with younger audiences. Their ability to capture the humor and chaos of everyday life makes them a perfect fit for the campaign's playful take on fashion and beauty emergencies, ensuring it strikes the right chord with viewers. Meanwhile, Sakshi and Ayesha face a beauty crisis at the police station just before their mugshots are taken. Both scenarios highlight the urgency for quick fashion and beauty solutions, and how M-Now delivers trendy styles and beauty fixes in minutes, ensuring that looking good is never an emergency too big to handle. Abhishek Gour, senior director, marketing, Myntra, said, 'This new campaign blends humor with our promise of speed and style, positioning M-Now as the go-to for looking great—anytime, anywhere, without any compromises.' Samat said, 'What really drew me to this campaign was the way it blends humor with those moments of unexpected urgency we all face. We've all had situations where we're racing against time to look good, whether it's for an important meeting, an event, or even just to feel confident. The campaign captures that feeling perfectly, showing how fashion and beauty fixes can be just a tap away when you need them the most. It was a lot of fun bringing these moments to life and working with Myntra to create something lighthearted, relatable, and stylish.' Sumukhi said, 'I loved being part of a campaign that brought together style and spontaneity. Lately, I have found confidence in fashion and how much it has helped me express myself and it's a bonus that this campaign's narrative leans into humour while being relatable and reaching a wider audience.' Watch the video here:
