Reliance focuses on fashion quick commerce for growth

Reliance Retail is focusing on increasing its market share of India’s swift growing quick commerce sector and its business Ajio has launched fast delivery services across 26 Indian cities. 

Fashion and lifestyle e-commerce platform Ajio’s quick commerce services are now available across metros including New Delhi, Mumbai, Bengaluru, Chennai, and Hyderabad, ET Retail reported. Along with Ajio’s in-house brands including Fyre Rose and Buda Jeans, its quick commerce offering also features global premium fashion labels such as Emporio Armani and Diesel.

Over the past financial quarter, Reliance’s quick commerce service welcomed 1.9 million new customers, the business announced in its latest investor presentation. Following its relaunch of Chinese fast fashion brand Shein in India, Reliance shared that it has integrated the label’s products across the Ajio shopping app, e-commerce platform, and its in-store offerings. 

Fashion is the second largest product category in the Indian e-commerce market. As quick commerce further penetrates the market, an increasing number of fashion brands are directly partnering with quick commerce businesses to make their products available for swift deliveries. 

Quick commerce specialists including Zepto and Blinkit have added numerous international labels to their offerings and e-commerce platforms including Ajio, Nykaa, and Myntra are working on reducing delivery times to compete. Reliance forayed into quick commerce in 2024 with JioMart, which now offers quick delivery options to more than 4,000 Indian pin codes, the Economic Times reported.