



Quick fashion set to redefine India’s apparel retail battle in 2026
Subscribe to enjoy similar stories. Dear reader, as 2025, a year of global tumult and volatility, rolls by, Mint's reporters and columnists look around the corner on what is coming in 2026—to help you know what to expect and prepare for it. Tell us what you think at [email protected]. The demand for instant deliveries has intensified competition in India’s fashion retail industry, pushing platforms and startups alike to bet on speed as a key differentiator, setting the stage for a more execution-intensive battle in 2026.
The year 2025 marked the rise of quick fashion models that promise clothing deliveries within 60 minutes, echoing the rapid expansion of quick commerce in groceries and staples. What began as limited pilots in a few urban pockets has evolved into a broader strategic push, with large marketplaces, mass retailers and digital-first brands racing to meet consumers’ growing expectations for immediate fulfilment. The shift became evident this year as Myntra expanded its 30-minute M-Now service across Bengaluru, Mumbai, Delhi-NCR, Hyderabad, Kolkata and Pune.
Reliance Retail entered the segment with Ajio Rush, offering fashion delivery in under four hours in key cities. Ethnic wear brand Libas partnered with Zepto to enable 10–12 minute deliveries for select styles and also launched its own quick-commerce vertical during the festive season. Vishal Mega Mart rolled out a store-led rapid-delivery model across more than 650 stores in over 400 cities.
At the same time, brands such as NEWME, Slikk and Knot scaled ultra-fast delivery offerings focused on impulse-led, occasion-driven demand. For Myntra, quick delivery has moved beyond experimentation. One year after launch, M-Now contributes around 10% of overall
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