The fast-fashion game in India is officially in overdrive. Reliance Retail’s fashion and lifestyle platform AJIO has launched AJIO Rush, a new four-hour delivery service now livein six major cities including Mumbai, Bengaluru, Delhi, and Hyderabad.
With over 1.3 lakh fashion and lifestyle options available under the service, AJIO Rush brings hyper-speed to online fashion shopping. Even premium picks from AJIO Luxe, its luxury vertical, are included-ensuring that the promise of fast delivery doesn’t mean cutting corners on style or aspiration.
Launched in the April-June quarter, AJIO Rush is Reliance’s response to the growing demand for “need-it-now” fashion. The move also comes hot on the heels of Myntra’s M-Now, a two-hour delivery promise launched earlier in select areas of Bengaluru, Delhi-NCR, and Mumbai. However, where Myntra is testing waters, AJIO seems ready to go full throttle-expanding its express delivery to a broader audience from day one.
This isn’t just about delivery times-it’s a signal that Reliance is betting big on speed, convenience, and scale to win over the next generation of online fashion shoppers.
And the numbers are beginning to back that bet.
In its Q1 FY26 earnings update, Reliance Retail revealed a sharp rise in AJIO’s performance metrics. New customers now contribute 18% of AJIO’s total revenue, up 150 basis points year-on-year, while average bill values have climbed 17%, reflecting growing confidence and spending power among its shoppers.
The platform is also bulking up its offering. AJIO’s product catalogue has now swelled to 2.6 million styles, a 44% year-on-year jump, with several new domestic and international brands introduced during the quarter.
The fashion e-commerce space in India is heating up, and instant delivery is quickly becoming the new battleground. With AJIO Rush, Reliance isn’t just keeping pace-it’s setting the tone.
Whether it’s a last-minute outfit, a luxe look for the evening, or a quick wardrobe refresh, AJIO now promises fashion at your doorstep-in just four hours. The future of fashion delivery is fast, and AJIO is already there.
