Daybreak Who wants instant fashion more? You or Myntra and Ajio?
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Nov 24, 2025 Instant fashion is revolutionizing the retail landscape, focusing on lightning-fast delivery. The discussion uncovers the shift towards speed as a key competitive edge for major platforms like Myntra. As brands face eroded differentiation, the logistics behind instant delivery become crucial. The high stakes of customer acquisition and profitability in this new model are examined. Ultimately, it's revealed that the convenience of quick fashion fosters consumer habits, signaling potential sustainability in this evolving market.
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Speed As A Strategic Moat
- Instant delivery is being used as a strategic moat, not merely a convenience feature for shoppers.
- Snigdha Sharma argues speed is one of the few defensible advantages left in Indian online fashion.
MNOW's Rapid Growth
- MNOW launched and grew fast: 80+ dark stores and 35 million unique visitors in year one.
- Snigdha Sharma highlights MNOW now drives 10% of orders where it operates.
Flattened Differentiation Online
- Online fashion flattened brand differentiation through fast copy and overlapping supply clusters.
- Snigdha Sharma explains discovery is now algorithm-driven and marketing is prohibitively expensive.