Strategic Impact: Myntra's M-Now rapid delivery service, launched in late 2024 with 30-minute delivery promises, has shifted competitive dynamics in Indian fashion e-commerce. The service now operates in 10 major cities including Delhi-NCR, Mumbai, and Bengaluru, where it generated nearly 65% of Aldeno's marketplace contribution. This development demonstrates how platforms can build defensible advantages by controlling both last-mile delivery and data feedback loops, altering brand economics and customer expectations.