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Reliance Retail Ventures has made a strategic entry into the fashion quick commerce segment with the launch of Ajio Rush, a four-hour delivery service that debuted in the first quarter of FY26. The service is currently operational in six cities and offers over 1.3 lakh style options. According to the company’s Q1 FY26 earnings report, the platform is delivering promising unit economics, supported by higher average order values and reduced return rates.
Ajio Rush marks Reliance's response to the rising demand for rapid fashion delivery services among younger consumers. This move follows in the footsteps of Myntra, which introduced its M-Now express service last year, promising deliveries within 30 minutes to two hours.
Despite the volatility, investor interest in quick fashion commerce remains strong. Slikk raised Rs 83 crore ($10 million) in May 2025 from Nexus Venture Partners and Lightspeed to support its 60-minute delivery model. In the same month, Snitch secured Rs 332 crore ($ 40 million) from 360 One Asset to expand into the quick fashion domain.
Also in May, Newme, a Gen Z-focused omnichannel fashion brand, raised Rs 149 crore ($18 million) in a funding round led by Accel, with backing from Fireside Ventures and AUM Ventures.
Although the value proposition of fashion quick commerce is still under scrutiny, insights from founders suggest evolving consumer patterns. Snitch founder Siddharth Dungarwal stated that while urgent needs drive some quick fashion purchases, wardrobe basics continue to dominate sales. Adarsh Bhatia, founder of Zulu Club, noted that the next growth wave may emerge from a hybrid model combining online convenience with offline trust.
