Reliance, Myntra & Libas spark fashion quick‑commerce race

The Emergence of Quick Commerce in Fashion

India’s quick‑commerce scene is evolving, and the next frontier is fashion. What began as ultra-fast delivery of groceries and essentials is now speeding into wardrobes, driven by changed consumer behaviours and logistical capabilities. Recent launches by Reliance’s Ajio Rush, Myntra’s M‑Now, and Libas’s dark‑store foray signal that fashion is no longer an outsider in instant gratification retail.

This shift reflects a broader global trend: once consumers experience sub‑two‑hour deliveries, 24‑48 hour timelines seem sluggish. Retailers are racing to keep pace—particularly in urban India, where young professionals, Gen Z, and fashion‑savvy millennials expect instant style solutions.

Ajio Rush: Reliance's Four‑Hour Fashion Fulfilment

On 19 July 2025, Reliance Retail launched Ajio Rush, a bold four‑hour delivery platform live across six major cities, offering over 130,000 styles ranging from casual wear to athletic & ethnic fashion.

• Infrastructure levered from existing networks: Ajio Rush utilises dark‑store space carved out from Reliance’s physical footprint—hypermarkets, supermarkets, Ajio stores—ensuring speed without cannibalising existing operations.

• Promising unit economics: According to CFO Dinesh Taluja, Ajio Rush yields average order values ~50–60% higher than standard transactions, and significantly lower returns—two core metrics for profitability.

• Competitive moats: Reliance’s vast inventory—featuring own brands like Fyre Rose, Buda Jeans, plus licensed labels (Gap, M&S, H&M, Asos)—gives Ajio Rush meatier skews than startups relying on limited inventories.

Myntra M‑Now: Speed with ‘M’omentum

Myntra, India’s e‑commerce fashion leader, did not miss this trend. Its 30‑minute to two‑hour delivery initiative, M‑Now, launched in late 2024 and expanded into Delhi, Mumbai, and Bengaluru.

• Demand spikes: Daily orders doubled in the recent quarter; spikes of 4–4.5× were seen during major sale events, including Valentine's Day and End of Reason Sale.

• Focused categories: Grooming, beauty, and gifting saw 1.4×–5× order increases, pointing to segment-driven quick fashion demand.

• Innovation driven: Earlier efforts like M‑Express (24‑48h delivery) built the fast‑delivery groundwork ; M‑Now problematises two‑hour norms.

Myntra’s brand clout—under CEO Nandita Sinha’s tech‑driven leadership—makes fast fashion a natural next step.

Libas: Brick‑and‑Mortar Goes Instant

Recognising the trend, ethnic wear specialist Libas began quick‑commerce experiments by establishing small dark‑stores and collaborating with platforms like Zepto to deliver select kurtas and leggings.

• Scalable pilot: Having tested Myntra and Zepto partnerships in June, Libas plans 20 dark‑stores ahead of Diwali—mirroring rapid rollouts by Reliance and Myntra.

• Brand expansion: A 35‑year‑old ethnic wear stalwart funded via Rs 150 crore from ICICI, Libas is using q‑commerce to achieve deeper penetration in urban micro‑markets.

Sector Dynamics: Why Fashion Works in Q‑Commerce

Retail analysts highlight key drivers making fashion compelling for quick commerce:

1. Higher margins, higher AOVs: Fashion yields stronger margins and cart values than FMCG or groceries—offsetting last‑mile costs.

2. Impulse & event‑driven purchases: Last‑minute needs—outfit emergency, event dress—make fashion ideal for 15‑minute fulfilment models.

3. Lower returns in curated quick‑commerce: Ajio Rush’s curated offering helps reduce size‑mismatch returns, a major headache for fashion online.

4. Young, urban consumers: Gen Z and early millennials, comfortable with digital payments and instant culture, form the core demand base.

5. India‑specific advantages: High population density, cheap delivery labor, and mobile penetration make India particularly fertile for fashion‑q‑commerce.

Challenges Ahead: Scalability, Returns & Margins

Analysts caution that quick fashion isn’t without pitfalls:

• Logistics costs: Last‑mile delivery remains expensive; scalable fast‑fashion requires tight operations or broad urban coverage.

• Returns management: Multiple sizes per SKU necessitate agile reverse‑logistics—a weak area for most q‑commerce platforms.

• Profitability pressure: Not all startups are seeing ROIs—Blip shut down under heavy burn, and questions persist about long‑term viability.

• Consumer sentiment: Will impulse luxury purchases become stable revenue—or remain niche for a city‑elite slice?.

Competitive Landscape

Strategic Edges

• Reliance brings inventory depth & logistics muscle.

• Myntra offers platform integration & AI enablement.

• Libas leverages brand trust and offline insight.

• Startups provide innovation & agility.

Investor & Sector Sentiment

Despite early losses, seed capital flows show investor confidence:

• Slikk raised $10M

• Snitch $40M

• Newme $18M

But critics caution that without sustainable unit economics, the model may falter.

Future Prospects & Outlook

• Multicategory bundling: Fashion plus FMCG bundles may create balanced revenue inflows and address logistics economies of scale.

• Return solutions: Try‑before‑buy formats & local return infrastructure will be differentiators.

• Seasonal peaks: Festivals, weddings, travel seasons promise spikes—platforms that scale will capture outsized growth.

• Geographic expansion: While metros lead today, tier‑2 city rollouts will indicate depth of demand.

India’s fashion quick‑commerce boom signals a pivotal retail shift. After groceries and electronics, fashion is rapidly emerging as the next big category—driven by millennial demands, urban density, delivery innovation, and smart curation. Market dynamics favour well-capitalized players with strong inventory, logistics, and platform strategy—as showcased by Ajio Rush, Myntra M‑Now, and Libas early plays.

But long-term success won’t come easily; profitability, returns logistics, and cost structures will be the true tests. For India’s fashion brands and platforms, the race is on. The winners will be those who can blend speed with scale, convenience with curation, and user delight with unit economics.