Ajio forays into quick commerce with Ajio Rush – a new four-hour delivery service

21 July, Mumbai 2025

Reliance Retail's online fashion and lifestyle platform, Ajio has forayed into the fast-growing quick commerce segment with the launch of a new service offering four-hour delivery in six major cities. Known as Ajio Rush, this new initiative aims to capitalize on the increasing consumer demand for rapid fashion deliveries.

Ajio Rush is currently live in cities including Mumbai, Bengaluru, Delhi, and Hyderabad. The service boasts a curated selection of over 1.3 lakh (130,000) products available for rapid delivery, including some items from Ajio Luxe, its premium and luxury fashion catalog.

According to Reliance Retail, Ajio Rush is already showing ‘promising unit economics,’ with initial signs indicating significantly higher average order values and lower return rates compared to standard transactions. This suggests that customers placing urgent orders are less likely to return items.

The move positions AJIO in direct competition with other players in the quick fashion delivery space, such as Myntra's ‘M-Now’ service, which offers deliveries within 30 minutes to two hours, and emerging startups like NewMe, Slikk, and KNOT. Reliance Retail's broader strategy involves integrating speed and efficiency across its digital commerce verticals, building on the success seen with its grocery platform, JioMart, which has also reported robust growth in quick delivery orders.

This launch reflects Reliance Retail's commitment to enhancing customer experience and adapting to the evolving demands of the Indian e-commerce market, particularly among younger, impulse-driven consumers.

LATEST FASHION NEWS