Synopsis
Myntra, owned by Flipkart, is expanding its rapid delivery service M-Now as a key growth area, new head Sharon Pais told ET. Despite leadership changes, the company will continue focusing on quick commerce, brand expansion, and AI-driven discovery to meet rising demand for faster fashion delivery.On April 2, ET reported on Sinha's exit. She was appointed Myntra CEO in 2022 and under her leadership, Myntra turned profitable in FY24.
“Sharon Pais will lead Myntra and report to me, effective immediately. She has worked closely with the team over the years and understands the business well," said Flipkart group CEO Kalyan Krishnamurthy, in an internal note. "Nandita will continue to support the business in an advisory role over the next few months to ensure continuity, including on key initiatives,” he added.
Despite the leadership changes, Myntra’s “strategies and operational priorities” will remain unchanged, said Pais. Alongside M-Now, the company will continue to focus on expanding its brand portfolio and AI-led discovery as core growth drivers.
“We are scaling M-Now to meet changing customer expectations. They are looking for ‘immediacy’ in premium fashion and beauty, often driven by specific occasions or topical social moments,” Pais said. Myntra remains the only profitable unit within the Flipkart group.
The service, which offers delivery within 30–60 minutes, is currently live in 10 cities, covering over 940 pin codes. It offers 100,000 styles from 1,000 brands.
In November 2025, M-Now accounted for 10% of total orders in the pin codes where it was operational. “As the need for it rises, the contribution will continue to grow,” Pais said, adding that the platform is using data and insights to guide its expansion.
ET had reported on April 11 that a clutch of startups is building in the quick commerce for fashion space, attracting risk capital as they scale.
At the Flipkart group, Sinha’s exit has led to several organisational changes. With Pais moving to Myntra from her earlier role as head of Flipkart Fashion, that position has been taken over by Kapil Thirani. Thirani previously led Flipkart’s marketplace and Shopsy business unit. In a statement, Flipkart said it will initiate the process of hiring an executive to lead its marketplace business.
Pais served as Myntra’s chief business officer for four years until November 2025, when she was appointed to head Flipkart Fashion.
On demand trends, the new Myntra head said the platform continues to see growth with more customers coming online.
“There was a natural demand shift around the festive period, and we have seen that momentum continue. While most other sectors are under pressure, both from a cost perspective and a discretionary standpoint, we are not seeing that right now,” she said.
During 2025’s festive sales, Myntra added two million new customers and saw a 70% increase in orders from non-metro cities.
