Reliance's Ajio focuses on speed, scales Ajio Rush to 420 pincodes

Reliance's fashion ecommerce platform Ajio is focusing on average bill value and speed in a market that has become a three-way battle between Nykaa, Myntra and Ajio.

The digital fashion and lifestyle business witnessed 21% growth in average bill value compared to the corresponding quarter in the previous year. This year, the discount-heavy festive season was split between Q2 and Q3, unlike last year, where it fell largely in the third quarter.

Higher average bill values largely translate to companies making more money on every order.

Ajio said its average bill value, which it claims is the largest in the ecosystem, is one of its key focus areas. In its FY26 Q1 earnings, the company flagged 50-60% higher bill values in Ajio Rush orders.

Reliance's hyperlocal play has also trickled down to its digital fashion and lifestyle business. It expanded Ajio Rush, which largely does two-to-four hour deliveries, to over 420 pincodes across 10 cities. The company has also ramped up next day delivery to top 26 cities, largely leveraged using its store network, a key edge from other online only players.

"Now the benefit of this is customers returns is the nature of this industry and the biggest reason for returns is customers change their mind or they may order on multiple platforms. When they are able to get something very quickly when they need it, the returns are much lower, and the bill values are higher," stated Dinesh Taluja, CFO & Corporate Development, Reliance Retail during the company's post earnings call with analysts.

With growing consumer adoption of quick commerce for categories beyond daily goods and groceries, vertical ecommerce players are doubling down on faster deliveries, particularly on the same day delivery side. By the end of November, Myntra had already scaled its M-now offering to cover o ver 940 pincodes. Nykaa had also outlined its plans to expand its Nykaa Now services to more cities.

While Ajio's key performance details weren't disclosed, management highlighted that the ecommerce platform has expanded its catalogue to over 2.8 million styles, a 27% growth from last year. The platform's premium play, Ajio Luxe, saw its brand portfolio grow 41% YoY with option count growing by 21% from last year, helped by new season collection as well as festive demand.

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The company also shared an update on its partnership with global fashion giant Shein. The fast fashion player, which was banned five years ago, marked its third entry in India with Reliance early last year. The Shein app crossed 6.5 million app installs in the December quarter. Launched in February 2025, the app offers a portfolio of over 50,000 styles. The app features products manufactured, marketed, and sold exclusively by Nextgen Fast Fashion, a fully owned subsidiary of Reliance Retail Ventures.