Reliance Industries Limited (RIL) officially announced the massive expansion of its fashion quick-commerce service, Ajio Rush, to more than 600 cities across India. The milestone was confirmed in the company’s Q4 FY2025-26 earnings report released on Friday, April 24, 2026.
The expansion establishes Ajio Rush as India’s widest fashion network with a 4-hour delivery promise, significantly outpacing competitors in terms of geographic reach.
1. Rapid Scaling and Reach
The service has seen an aggressive rollout since its initial launch in July 2025 (when it was live in just six cities).
- Geographic Footprint: Now operational in 600+ cities, covering a significant portion of urban India.
- Inventory Depth: The Ajio Rush catalog has grown to over 1.3 lakh (130,000) styles, ranging from casual and ethnic wear to footwear and accessories.
- Infrastructure: The 4-hour delivery window is supported by Reliance Retail’s massive physical footprint of over 20,160 stores, which act as hyper-local fulfillment centers.
2. Performance Metrics
Reliance management noted that the “quick fashion” model is already delivering superior unit economics compared to traditional e-commerce:
- Higher Order Values: Average Bill Values (ABV) for Ajio Rush orders are reportedly 50% to 60% higher than standard deliveries on the main Ajio platform.
- Lower Returns: The company highlighted that faster delivery timelines have led to a reduction in return rates, as quick fulfillment lowers the likelihood of customer cancellations or “impulse regret.”
- Platform Growth: Ajio’s overall product catalog reached 3 million options in Q4, representing a 22% year-on-year increase.
3. Strategic Context: The Fashion “Quick Commerce” War
The move is a direct response to the “Gen Z” shift toward instant gratification, positioning Reliance against both specialized startups and established giants.
- The Competition: Ajio Rush competes directly with Myntra’s M-Now (which recently expanded to ~940 pin codes), as well as fast-fashion disruptors like Newme, Slikk, and Snitch.
- The “Shein” Factor: Reliance’s partnership with Shein continues to scale, with the Shein India app crossing 11 million installs as of April 2026. Ajio Rush is expected to eventually integrate more fast-moving Shein inventory into its 4-hour delivery window.
- Ajio Luxe Integration: A curated selection from Ajio Luxe (premium brands) is also available through the Rush service, targeting high-spending customers in Tier-1 cities.
4. Impact on Reliance Retail
The investment in hyper-local commerce contributed to a slight margin moderation (30 bps) for Reliance Retail this quarter, but it is seen as a necessary cost for dominance.
| Metric | Reliance Retail Q4 FY26 |
| Gross Revenue | ₹98,232 Crore (+10.8% YoY) |
| EBITDA | ₹6,921 Crore (+3.1% YoY) |
| Store Count | 20,160 |