Reliance is banking on its robust backend, loyal customer base, and diverse catalogue to drive operational efficiency and better unit economics.
Reliance Retail has made a strategic entry into the burgeoning fashion quick commerce segment with the launch of Ajio Rush, a new four-hour delivery platform aimed at urban shoppers. The service is now live across six major cities including Mumbai, Delhi-NCR, Bengaluru, Hyderabad, Chennai, and Ahmedabad.
Ajio Rush offers a catalogue of over 1.3 lakh styles, spanning categories such as casual and ethnic wear, western fashion, footwear, and accessories. Backed by Reliance’s vast logistics and warehousing infrastructure, the platform aims to deliver speed without the cash burn typically associated with quick commerce startups.
With this move, Reliance is directly pitting itself against players like Myntra’s M Now, Newme, Slikk, and Snitch — all of which are targeting Gen Z consumers with impulse-driven delivery models.
Unlike these VC-funded rivals, Reliance is banking on its robust backend, loyal customer base, and diverse catalogue to drive operational efficiency and better unit economics. Ajio Rush also benefits from higher average order values and reduced dependence on discounts, giving it a competitive edge in a high-burn market.
The service will run through dedicated dark stores, with a focus on fast-moving products and curated selections. In addition, Ajio Rush will extend premium fashion through its Ajio Luxe vertical, reinforcing the conglomerate’s ambition to dominate the broader fashion commerce space.
While quick commerce has already gained ground in groceries and beauty, fashion is emerging as the next frontier. Profitability, however, remains a sticking point for most players.
With Ajio Rush, Reliance is looking to crack the code- combining speed, scale, and sustainability in a segment that thrives on frequency and fashion loyalty.
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