Here & Now, written HERE&NOW on its labels, is a casual fashion label sold on Myntra. It covers shirts, jeans, trousers, kurtas, kurta sets, dresses and innerwear, and most pieces sell for under ₹1,000.
It is one of Myntra’s in-house labels, though few buyers would guess that from the name. Its discounts are among the deepest we have tracked: the typical piece has a ₹2,799 MRP and sold for ₹839.
Here & Now is a Myntra in-house label, made by outside suppliers in India and sold on Myntra. At a typical ₹839 it is fair value for casual clothes, and kurtas at about ₹440 are very cheap. Its MRPs tell you almost nothing: the median discount was 71%, and a bra we saw marked ₹2,999 sold for ₹648. Judge it purely on the selling price and on reviews of each item.
Snapshot
- Founded
- Not publicly disclosed
- Founder
- A Myntra label. No individual founder is named
- Headquarters
- Bengaluru, India (Myntra)
- Current owner
- Myntra, part of the Flipkart group, according to Inc42’s list of its private labels
- Category
- Casual and ethnic wear: shirts, jeans, trousers, kurtas, dresses, innerwear
- Price band in India
- MRPs of ₹1,199 to ₹4,550; most pieces sell for ₹400 to ₹1,000. Budget
- Available in India
- Official: Myntra
How it started
Very little has been published about how Here & Now began. Inc42 named it among Myntra‘s private labels, alongside Roadster, HRX and DressBerry. It reported, citing unnamed sources, that these labels together brought in as much as 25% to 30% of the platform’s revenue at their peak between 2020 and 2023.
In July 2023, Myntra said it would focus on a smaller group of in-house labels. It named Roadster, HRX and Mast & Harbour, but not Here & Now. The label is still widely on sale.
Myntra has not published a launch date or sales figures for this label, and its ownership comes from Inc42’s reporting. Treat it as a store label, and let reviews of each item do the work.
What they actually make
Our list runs across kurtas, kurta sets, shirts, jeans, trousers, cargo pants and a dress. On Myntra it also includes innerwear, so it is a wide general range rather than a specialist one.
On 30 October 2026, two oversized cotton shirts on Myntra named Sixth Sense, Laggere Main Road, Bengaluru, as maker and seller, and a bra named M.V. Hosiery of Loni, Ghaziabad. All three listed India as the country of origin.
What Here & Now costs in India
We looked at all 14 products listed on FashionAudit on 30 October 2026. The median MRP was ₹2,799 and the median selling price was ₹839.
- Typical MRP
- ₹2,799
- Typical selling price
- ₹839
- Gap
- 71% below MRP
- Checked on
- 30 October 2026
Median prices, FashionAudit listings, 30 October 2026. The blue part is what you pay.
8 of 14 listings sold at 70% or more below MRP.
When a bra marked ₹2,999 sells for ₹648, the MRP has stopped being information.
Typical selling price after each name. FashionAudit listings: Here & Now 14, Anouk 52, Roadster 25, HRX 21. Item mixes differ.
It discounts a little more than other Myntra labels on our list, and it sells in about the same range. For ethnic wear, Anouk is the closest comparison from the same store.
Who Here & Now is actually for
It suits a buyer on a tight budget who wants a basic kurta at about ₹440, or an oversized shirt or jeans at ₹700 to ₹1,000, and who is already shopping on Myntra.
It is not the label for anyone looking for a clear identity or consistent quality. A shirt and a bra here come from different factories, so there is no single standard to rely on.
Very low real prices, especially kurtas
Made in India
Myntra’s returns behind each order
MRPs are about three to four times the real price
Little public information on the label
Makers differ from item to item
Reputation and controversies
There is very little public record, good or bad. Here & Now is one label inside a much larger shop, and the record that exists concerns Myntra as a whole.
The fair concern is the printed MRP. Several items we saw had MRPs three to five times their selling price, on the store’s own label. Readers can make up their own minds about what that means; our advice is to ignore that figure when you compare.
Buying it in India
Ignore the MRP completely
Compare the selling price against similar items. A 70% discount is normal here.
Read the maker and fabric lines
These are in Product Details. They tell you more than the brand name does.
Use a size chart for oversized cuts
Oversized shirts run large on purpose. Compare with a shirt you own.
Read reviews of the exact item
With many makers, photos from real buyers are your best guide.
You can compare current Here & Now prices on our Here & Now shop page.
Common questions
Is Here & Now a Myntra brand?
Yes, according to Inc42, which names it among Myntra’s private labels along with Roadster, HRX and DressBerry. It is sold on Myntra. Myntra has not published a launch date for it.
Who makes Here & Now clothes?
Outside suppliers in India. On 30 October 2026 we saw Sixth Sense of Bengaluru on shirts and M.V. Hosiery of Ghaziabad on innerwear. All listed India as the country of origin.
Is Here & Now good quality?
It is fair for the price, at about ₹839. Quality varies by maker, so check the fabric and read reviews of the exact item before you buy.
Why is Here & Now so heavily discounted?
Its MRPs are far above its real prices. 13 of the 14 listings we checked sold at 50% or more below MRP, with a median discount of 71%.
Is Here & Now for men or women?
Both. Our list includes women’s kurtas, kurta sets and dresses, as well as shirts, jeans, trousers and cargo pants.
How we research and verify brand audits: our methodology.
References
- Inc42, Myntra’s Musical Chairs — Here & Now among Myntra’s private labels, 25% to 30% of revenue at peak, from unnamed sources
- Business Today, 27 July 2023 — restructuring and the three named focus labels
- Myntra, Here & Now listings, checked 30 October 2026 — country of origin, makers, sellers, prices
- FashionAudit Here & Now listings, 30 October 2026 — MRP and selling-price analysis of 14 products, and comparison with Anouk, Roadster and HRX
Here & Now is a low-priced Myntra label, made in India, and at about ₹440 for a kurta it is a very cheap way to buy basics.
It has no clear identity and little public record, and its makers change from item to item. Its MRPs, at a median 71% above the real price, are the least useful number on the page.
Buy Here & Now on the selling price and the reviews alone, and read nothing into the discount.
