Reliance Retail Ventures has entered the quick commerce race in fashion with the launch of Ajio Rush, a four-hour delivery service introduced in the first quarter of FY26. Currently live in six cities, the service offers more than 1.3 lakh styles and is showing “promising unit economics,” according to the company, driven by higher average order values and lower return rates.
“Ajio Rush, a 4-hour delivery service, was launched during the quarter and is live in six cities with 130k+ options,” Reliance said in its Q1 FY26 earnings report.
Ajio’s move comes after Myntra’s launch of its rapid delivery service M-Now last year, offering deliveries within 30 minutes to two hours.
Also Read: Rapid fashion delivery gathers pace, but long-term viability in question
As reported on June 18, 2025, by ETtech, several platforms including Nykaa Fashion, Newme, and Slikk have been actively testing ultra-fast fashion delivery services to capture Gen Z demand and impulse shopping behaviour. But the model hasn’t worked for everyone. Blip, a quick fashion startup, shut down less than a year after launch, citing capital limitations and market-entry challenges.
Still, investor appetite in the segment remains strong.
As reported on May 13, 2025, Slikk raised $10 million from Nexus Venture Partners and Lightspeed to expand its 60-minute delivery model. Later in May, Snitch secured $40 million from 360 One Asset to enter the fashion quick commerce space, as reported on May 28. Around the same time, Newme, an omnichannel fashion brand targeting Gen Z, raised $18 million in a funding round led by Accel, with participation from Fireside Ventures and AUM Ventures.
Speaking to ETtech in June, Snitch founder Siddharth Dungarwal said, “We’ve done polls with users, and most said they don’t buy clothes last minute unless there’s a sudden plan or urgent need. Wardrobe essentials still dominate.”
Zulu Club founder Adarsh Bhatia, however, sees the category evolving. “We believe the next wave of growth will come from verticals that offer a hybrid experience, blending the convenience of online ordering with the trust and tangibility of offline retail,” he told ETtech.
“Ajio Rush, a 4-hour delivery service, was launched during the quarter and is live in six cities with 130k+ options,” Reliance said in its Q1 FY26 earnings report.
Ajio’s move comes after Myntra’s launch of its rapid delivery service M-Now last year, offering deliveries within 30 minutes to two hours.
Also Read: Rapid fashion delivery gathers pace, but long-term viability in question
As reported on June 18, 2025, by ETtech, several platforms including Nykaa Fashion, Newme, and Slikk have been actively testing ultra-fast fashion delivery services to capture Gen Z demand and impulse shopping behaviour. But the model hasn’t worked for everyone. Blip, a quick fashion startup, shut down less than a year after launch, citing capital limitations and market-entry challenges.
Still, investor appetite in the segment remains strong.
As reported on May 13, 2025, Slikk raised $10 million from Nexus Venture Partners and Lightspeed to expand its 60-minute delivery model. Later in May, Snitch secured $40 million from 360 One Asset to enter the fashion quick commerce space, as reported on May 28. Around the same time, Newme, an omnichannel fashion brand targeting Gen Z, raised $18 million in a funding round led by Accel, with participation from Fireside Ventures and AUM Ventures.
Speaking to ETtech in June, Snitch founder Siddharth Dungarwal said, “We’ve done polls with users, and most said they don’t buy clothes last minute unless there’s a sudden plan or urgent need. Wardrobe essentials still dominate.”
Zulu Club founder Adarsh Bhatia, however, sees the category evolving. “We believe the next wave of growth will come from verticals that offer a hybrid experience, blending the convenience of online ordering with the trust and tangibility of offline retail,” he told ETtech.