Reliance Retail Ventures has forayed into the fashion quick-commerce segment with the rollout of Ajio Rush, a new express delivery service that promises to deliver fashion products within four hours. Currently operational in six cities, Ajio Rush is part of Reliance’s broader strategy to strengthen its presence in high-speed, technology-led retail segments.

The service boasts an expansive catalogue of over 1.3 lakh styles, offering customers the convenience of same-day fashion delivery. Introduced in the first quarter of FY26, Ajio Rush has already begun to demonstrate “promising unit economics,” attributed to higher average order values and reduced return rates.

With this move, Reliance enters a competitive landscape that includes players such as Myntra—which operates its own express service ‘M-Now’—along with emerging startups like Newme, Slikk, and other fashion quick-commerce ventures. However, while several of these startups are grappling with scale-related challenges or have exited the market, Reliance’s robust infrastructure and deep retail expertise are expected to provide it a strong competitive edge.

Ajio Rush represents a significant milestone in Reliance’s omni-channel ambitions and reflects the group’s commitment to redefining consumer expectations in the online fashion space.