Ambani's Reliance Retail enters quick commerce race in fashion with Ajio Rush

Reliance Industries' retail unit Reliance Retail Ventures Limited (RRVL) has entered the quick commerce race in fashion with Ajio Rush, a four-hour fashion delivery service launched in the first quarter of FY26.

The offering, live in six cities, is part of the conglomerate’s broader push to integrate speed, convenience and efficiency across its digital commerce verticals.

Ajio Rush currently provides more than 130,000 fashion options and, according to RRVL, is already delivering superior unit economics driven by higher average bill values and lower product return rates. The company has not disclosed specific figures for its digital commerce revenue contribution in Q1, but indicated that growth was strong, with marketplace revenue from “new customers” crossing 18%, up 150 basis points year-on-year.

Ajio’s catalogue also expanded to 2.6 million SKUs, marking a 44% increase compared to the year-ago quarter.

The move follows a similar pilot by Flipkart-owned Myntra, which began experimenting with 30-minute to two-hour fashion deliveries last year. A cohort of digital-native brands such as Slikk, Newme and KNOT are also aggressively pursuing the fashion Q-commerce segment, catering to Gen Z demand and impulse-driven consumption. 

Still, the success remains challenging, Blip, a quick fashion startup, recently shut down operations within a year of launch, citing capital constraints and operational hurdles. Yet investor interest remains buoyant. Slikk raised $10 million in May from Nexus Venture Partners and Lightspeed to scale its 60-minute delivery model.