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New Delhi: Mukesh Ambani’s Reliance Retail Ventures Ltd (RRVL) a subsidiary of Reliance Industries has forayed into the fast-growing fashion quick commerce segment with the launch of Ajio Rush. What is Ajio Rush? Ajio Rush is a four-hour delivery service that went live in the first quarter of FY26. It is currently operational in six cities including Mumbai Delhi-NCR Bengaluru Hyderabad Chennai and Ahmedabad. It is offering more than 1.3 lakh style options and its target customers are young fashion-conscious consumers. Ajio Rush is offering fashion accessories in different segments like casual wear ethnic wear western wear footwear and accoutrements. The service draws from Reliance’s existing warehousing and logistics network enabling quicker turnarounds without the burn-heavy tactics seen in younger Q-commerce players. What did Ajio Rush say about new offering? The company said that the new offering is delivering better unit economics on the back of higher average bill value and lower returns. “AJIO Rush a 4-hour delivery service was launched during the quarter and is live in 6 cities with 130k+ options. With faster deliveries the initiative will further improve customers’ shopping experience on the platform. The initiative is delivering better unit economics driven by higher average bill value and lower returns” said the company. What is India’s fashion Q-commerce scene? The launch of Ajio Rush comes as India’s fashion Q-commerce space gains momentum. Myntra owned by Flipkart had piloted its M-Now express delivery service last year promising fashion deliveries within 30 minutes to two hours. Several digital-first brands—such as Slikk Newme and KNOT—have also entered the space catering to Gen Z’s growing preference for on-demand fashion. The quick fashion delivery space has started attracting investor attention as per Entrackr’s recent report. Startups like Newme have secured fresh funding this year while others are in advanced talks for new rounds. However the model remains unproven at scale with concerns around return rates high logistics costs and pressure on margins. With Ajio Rush Reliance is relying on its deep catalogue existing customer base and strong back-end to improve unit economics. Higher average order values and lower dependency on discounts also give it an edge over VC-backed startups that are still building infrastructure.