Fashion commerce in India is undergoing a transformation as Myntra’s M-Now service accelerates the growth of brands like Aldeno and Zouk. This rapid delivery service, launched in late 2024, promises to deliver premium fashion and lifestyle products within 30 minutes in select cities. By expanding beyond major metros to cities like Patna and Jaipur, Myntra is tapping into the growing demand for swift fashion delivery across India.
M-Now’s Impact on Aldeno and Zouk
Aldeno, a premium menswear brand, and Zouk, an accessories brand, exemplify how M-Now is reshaping brand growth. Aldeno, emerging from the CIEL Group and Laguna Clothing, identified a gap in the market for premium shirts with Italian-inspired design and consistent fit. Zouk, founded by IIM-A graduates, focused on creating vegan bags that combine Indian aesthetics with modern functionality.
Both brands faced early challenges in scaling. Aldeno struggled to quickly reach high-intent customers, while Zouk needed to refine its product to align with a “proudly Indian” identity. Partnering with Myntra provided both brands with a platform to scale nationally without building distribution from scratch.
M-Now’s Role in Brand Growth
For Aldeno, M-Now has been transformative, contributing 65% of its marketplace sales in cities where the service is active. The service has turned premium apparel into an impulse purchase, driven by fast delivery. Zouk has also benefited, as M-Now allows the brand to participate in last-minute gifting occasions, enhancing its competitiveness across categories.
Both brands report significant growth on Myntra, with Aldeno achieving over 50% annual growth and strong customer retention. Zouk describes its partnership with Myntra as transformational, achieving pan-India reach and accelerated customer acquisition.
Implications for India’s Startup Ecosystem
M-Now represents a broader shift in Indian retail, where ecommerce convenience meets immediacy. As lifestyles become faster, on-demand fashion delivery is emerging as a competitive advantage. This trend highlights the importance of logistics and technology infrastructure in scaling brands quickly and efficiently.
The success of Aldeno and Zouk underscores the potential for Indian startups to leverage platforms like Myntra to overcome scaling hurdles. By focusing on product innovation and brand building, startups can achieve national reach and tap into new consumer behaviors driven by rapid delivery services.
Looking Ahead
Both Aldeno and Zouk view Myntra and M-Now as long-term growth partners. Aldeno plans to scale its premium menswear offerings, while Zouk aims for category leadership in Indian-inspired bags. As on-demand fashion becomes a competitive edge, brands that combine speed with a diverse selection are likely to thrive in the evolving retail landscape.
