Beauty and fashion platforms are witnessing strong traction for their quick delivery services in the top cities, emerging as key growth engines for them. This comes at a time when consumers in urban regions are increasingly opting for speedier deliveries for convenience.

Myntra’s M-Now has seen traction from over 35 million unique visitors in its first year of launch. The lifestyle platform said that it has now 80 dark stores with plans to add more to the count. M-Now, which is live across cities, including Bengaluru , Mumbai , Delhi NCR, Hyderabad , Kolkata and Pune, and driving 10 per cent of the orders in these locations. It has garnered 20 per cent customer penetration in its active locations.

In a statement, Nandita Sinha, Chief Executive Officer, Myntra, said, “The introdu

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