Reliance Retail Ventures has stepped into the fast-fashion delivery game with the rollout of Ajio Rush—a service that promises to get your style picks to your doorstep within just four hours. Introduced in the first quarter of FY26, the feature is already operational in six cities and offers an extensive selection of over 1.3 lakh fashion pieces. According to Reliance’s Q1 earnings report, Ajio Rush is already showing healthy numbers, thanks to higher-than-usual order values and fewer returns.
Ajio isn’t the first to try speeding up fashion deliveries. Myntra tested the waters last year with its M-Now service, offering delivery windows as tight as 30 minutes to two hours. As ETtech highlighted on June 18, 2025, other players like Nykaa Fashion, Newme, and Slikk have also been experimenting with lightning-fast drop-offs to appeal to impulse buyers—especially the Gen Z crowd that’s used to instant gratification. But not everyone has made it work. Quick fashion startup Blip folded in under a year, pointing to funding struggles and difficulties in scaling quickly.
That said, money is still pouring into this space.
On May 13, 2025, Slikk secured a $10 million investment from Nexus Venture Partners and Lightspeed to grow its one-hour delivery operation. Just weeks later, Snitch attracted a hefty $40 million round from 360 One Asset to fuel its own quick commerce ambitions. Around the same time, Gen Z-focused brand Newme raised $18 million from Accel, Fireside Ventures, and AUM Ventures to expand its footprint.
Despite the buzz, consumer behavior hasn’t changed entirely. In a June conversation with ETtech, Snitch founder Siddharth Dungarwal pointed out that most people don’t shop for clothes on a whim—unless they’ve got a last-minute event or emergency. “Essentials still rule the cart,” he said.
