Reliance enters fashion quick commerce with Ajio Rush

Reliance Retail has forayed into fashion quick commerce with the launch of Ajio Rush, a 4-hour delivery platform catering to urban consumers in six cities, including Mumbai, Delhi-NCR, Bengaluru, Hyderabad, Chennai, and Ahmedabad.

Ajio Rush offers over 1.3 lakh styles across various categories, including casual wear, ethnic wear, western wear, footwear, and accessories. The service draws from Reliance’s existing warehousing and logistics network, enabling quicker turnarounds without the burn-heavy tactics seen in younger Q-commerce players.

The launch positions Reliance in direct competition with platforms such as Myntra’s M‑Now, Newme, Slikk, and Snitch, which are chasing Gen Z and impulse buyers with fast delivery and fresh styles.

As per Entrackr’s recent report, the quick fashion delivery space has started attracting investor attention. Startups like Newme have secured fresh funding this year, while others are in advanced talks for new rounds. However, the model remains unproven at scale, with concerns around return rates, high logistics costs, and pressure on margins.

Read our detailed report here - Quick fashion delivery startups attract investor interest amid mixed signals

Reliance’s approach is notably different. With Ajio Rush, the company is relying on its deep catalogue, existing customer base, and strong back-end to improve unit economics. Higher average order values and lower dependency on discounts also give it an edge over VC-backed startups that are still building infrastructure.

Ajio Rush will operate through dedicated dark stores and offer curated selections across fast-moving categories. It will also push premium offerings via Ajio Luxe, further expanding Reliance’s footprint in the fashion commerce ecosystem.

The broader quick commerce trend, driven by groceries, beauty, and now fashion, has seen strong consumer traction. However, scaling it profitably remains the real challenge. With Ajio Rush, Reliance is aiming to crack a category that offers high frequency, high AOV, and brand stickiness, without much bleeding of cash.