Myntra focused this week on expanding both its marketplace reach and delivery capabilities, as well as strengthening its premium and accessories portfolios. The company highlighted new seller acquisition efforts, hyper-fast delivery rollouts, and curated brand partnerships across jewellery and luxury fashion.
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Myntra is targeting emerging brands from eastern India, with a particular focus on Kolkata, through a seller onboarding event scheduled for May 15. New sellers are being offered incentives such as ₹30,000 in advertising credits and catalog support for up to 50 styles, alongside access to over 75 million monthly active users and nationwide logistics coverage.
This outreach aims to deepen Myntra’s seller base in underpenetrated regional markets by leveraging its logistics network, which reportedly covers 98% of serviceable PIN codes. The initiative is positioned to diversify merchandise supply, increase selection density, and potentially drive incremental gross merchandise value and marketplace liquidity.
In logistics, Myntra continued to emphasize its ultra-fast delivery proposition through the M-Now service and related campaigns. A new marketing push featuring comedians Biswa Kalyan Rath and Prashasti Singh showcases last-minute travel scenarios, highlighting delivery times starting from as fast as 30 minutes.
The company has also expanded its hyper-speed M-Now delivery service to Chennai, covering fashion, beauty, and lifestyle categories. Customers in the city can access more than 10,000 styles from over 600 brands with deliveries starting in 30 minutes, underscoring Myntra’s focus on convenience and speed in major metros.
These rapid-delivery initiatives suggest ongoing investment in last-mile infrastructure and technology to boost order frequency and customer retention. However, they may also elevate operating and fulfillment costs, making execution efficiency and unit economics critical to the long-term impact on profitability.
On the assortment side, Myntra spotlighted its partnership with jewellery brand Palmonas through its Masterstroke: Tales of Partnership series. The collaboration focuses on demi-fine, everyday jewellery emphasizing durability, versatility, and modern design, with Myntra supporting nationwide reach and customer engagement.
Myntra also showcased the launch of Darveys on its Myntra Luxe platform via an immersive, Prada-themed activation in Mumbai. These luxury and premium-focused efforts are aimed at strengthening higher-margin categories, enhancing brand perception, and deepening engagement with higher-spend customers.
Collectively, the week’s developments indicate a dual emphasis on regional seller expansion, ultra-fast logistics, and curated premium partnerships. If executed efficiently, these moves could bolster Myntra’s competitive positioning in India’s fashion and lifestyle e-commerce market and support long-term growth in both volume and value terms.