Myntra, Owned by Flipkart, Starts Testing a Four-Hour Delivery Service

Nitin Konde, Apoorva Bajj

Sep 19, 2024 — 2 min read

Myntra, Owned by Flipkart, Starts Testing a Four-Hour Delivery Service

The fashion store Myntra, which is owned by Flipkart, is supposedly testing a four-hour delivery service in four cities, including Bengaluru and New Delhi, according to various media reports.

This represents a considerable departure from the platform's typical delivery period of two to three days, and it is in line with the growing demand for faster deliveries in India's rapidly expanding quick commerce industry.

During this trial period, the company is providing a limited selection of items for speedier delivery. However, by the end of the year, the company intends to expand the service to include additional cities.

Increasing Need for Rapid Trade

The decision to investigate the possibility of implementing a four-hour delivery window comes at a time when speedy commerce is rapidly gaining popularity in India. This is especially true in industries like as grocery and office supplies, where companies such as Blinkit and Zepto have created delivery times as fast as 10-15 minutes.

The shift towards faster delivery that Myntra has made is reflective of a broader trend that is occurring across many sectors, as customers are increasingly anticipating shorter wait periods for online purchases.

Effects on the state of eCommerce in India

Myntra's foray into the world of fast commerce is indicative of a more widespread shift in the marketplace for online shopping in India. Additionally, competitors such as Amazon and Flipkart are paying attention to the growing demand for services that are delivered more quickly.

Flipkart, which is the parent company of Myntra, has already introduced its own fast delivery service, which is called Flipkart Minutes, in a few cities. This is in contrast to Amazon, which has not yet completely embraced the competition to become the fastest retailer.

As an increasing number of eCommerce platforms make investments in reducing delivery times in order to seize a portion of this fast expanding market, the rivalry is expected to get more intense.

Constraints Faced by the Fashion Sector

Due to the extensive selection of products and the greater rate of returns from customers, the fashion category has always been one of the most difficult categories for e-commerce platforms in India since its inception.

Although Myntra has over 40 million users that transact on an annual basis, the company is still exploring new ways to improve the pace at which it delivers its products.

A number of the company's services have been gradually improved over the years. In 2022, the company introduced a service called "M-Express," which had the objective of delivering things within 24 to 48 hours in certain cities. The continuing trial of a delivery service that operates for four hours represents the next stage in the company's quest to meet the ever-changing expectations of its customers.