Reliance Retail enters quick commerce race in fashion with Ajio Rush

Reliance Industries' retail unit Reliance Retail Ventures Limited (RRVL) has entered the fast fashion delivery space with Ajio Rush, a service that delivers fashion items within four hours. Launched in the first quarter of FY26, it's now live in six cities.

This move is part of Reliance’s plan to make its digital shopping platforms faster and more convenient.

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Ajio Rush offers over 1.3 lakh fashion choices and is already showing strong performance, with higher average order values and fewer returns. While RRVL hasn't shared exact digital commerce revenue numbers for Q1, it reported solid growth with revenue from new customers rising to over 18%, up 1.5% from last year.

Ajio’s overall product catalogue has also grown to 2.6 million SKUs, a 44% increase from the same time last year.

This move by Reliance comes after myntra owned by flipkart, began testing 30-minute to 2-hour fashion deliveries last year. Several digital-first brands like Slikk, Newme and KNOT are also diving into fashion quick commerce, targeting Gen Z shoppers and their impulse buying habits.

However, the space isn’t without challenges. Blip, a quick fashion startup, shut down less than a year after launching, citing a lack of funds and operational difficulties. Despite this, investor interest in the space remains strong. 

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