Nykaa hires former Instamart executive Ankit Jain to lead Nykaa Now

Nykaa has appointed former Swiggy Instamart executive Ankit Jain to lead Nykaa Now, its 30–60 minute delivery service. The platform operates across 13 cities and offers products from more than 1,000 beauty, personal-care, luxury, FMCG and D2C brands.

— FiledTue, 28 Jul, 2026, 13:00 IST·First seen Tue, 28 Jul, 2026, 13:00 IST·Source ET Retail

What happened

Nykaa appointed former Swiggy Instamart executive Ankit Jain to lead Nykaa Now, reinforcing its quick-commerce strategy. The instant-delivery service promises

Key facts

  • 30–60 minutes
  • 13 cities
  • more than 1,000 brands

Why this matters

Nykaa Now’s broader rapid-delivery ambition could increase its appeal as a distribution partner for beauty, FMCG and D2C brands seeking faster urban reach.

What to watch

  • Number of cities, serviceable pin codes and stated delivery-time commitments for Nykaa Now.
  • Evidence of dark-store rollout, store-fulfillment integration or logistics partnerships.
  • Changes in Nykaa’s fulfillment costs, contribution margins, inventory days and marketing spend.
  • Growth in quick-commerce-specific assortment, especially replenishment SKUs and exclusive brand launches.
  • Competitor moves by Blinkit, Zepto, Instamart and BB Now in beauty assortment, delivery speed and discounting.
  • Management commentary on order frequency, repeat rates, average order value and profitability of Nykaa Now.
  • Appoint additional quick-commerce leaders across supply chain, city operations, category management and growth.
  • Increase Nykaa Now coverage beyond 13 cities through dark-store partnerships, store-led fulfillment or micro-fulfillment hubs.
  • Build a distinct rapid-delivery assortment focused on high-repeat SKUs, travel sizes, impulse beauty, gifting and premium replenishment.
  • Integrate Nykaa Now more deeply into the main app through location-based delivery promises, personalized replenishment prompts and loyalty benefits.
  • Pursue exclusive rapid-delivery launches and bundled promotions with beauty, personal-care, FMCG and D2C brands.
  • Use physical Nykaa stores and warehouse inventory as fulfillment nodes where unit economics are better than dedicated dark stores.

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