Myntra is rolling out its 30-minute fashion delivery service, M-Now, in Bengaluru and plans to expand to Delhi, Mumbai, and Pune. This quick delivery trend is growing as shoppers want faster online shopping, especially for fashion. Myntra will increase its range from 10,000 to 100,000 styles, including brands like Vero Moda and Tommy Hilfiger. While some analysts doubt if fast fashion delivery will work, Myntra sees it as a long-term investment.