Reliance Retail has forayed into the fast-growing fashion quick commerce segment with the launch of Ajio Rush—a rapid fashion delivery service that promises delivery within four hours in select Indian cities.
Launched in Q1 FY26, Ajio Rush is currently operational in six major metropolitan hubs, including Mumbai, Bengaluru, Delhi, and Hyderabad. The service offers instant access to over 130,000 fashion products, including selections from the premium Ajio Luxe catalogue.
Ajio Rush is designed to cater to the rising demand for instant gratification and impulse shopping, especially among Gen Z consumers. The move follows Myntra’s launch of its own quick commerce offering, M-Now, last year.
Over the past year, the fashion quick commerce space has seen the entry of several new players such as Slikk, with growing investor interest fuelling the segment’s expansion.
With this launch, Reliance Retail is now in direct competition with Myntra’s M-Now, Newme, and Slikk—brands that have been actively scaling up their rapid delivery capabilities in the fashion space.
