Reliance Retail entered the segment with Ajio Rush, offering fashion delivery in under four hours in key cities. “Managing fulfilment in-house gives us better control over inventory, delivery timelines and customer experience, which is essential when you’re promising fashion delivery in under an hour," Jasoria said. Key Takeaways Quick fashion is moving from a premium pilot to a standard expectation, with 30–60 minute deliveries becoming the 2026 benchmark. While last-mile logistics costs are higher for quick fashion, they are being offset by significantly lower return rates and higher conversion. The acceleration in quick fashion coincided with a broader recovery in apparel retail after a cautious start to 2025.

Source: Mint January 12, 2026 11:09 UTC