In a world where trends change in a swipe and social media dictates style, India’s quick commerce industry is undergoing a fashionable transformation. Driven by Gen Z’s craving for instant gratification, the focus has now shifted from groceries to garments, delivering the latest fashion in as little as 30 to 90 minutes.
From startups like Slikk, NEWME, Blip, and Knot to platforms like Myntra and Ajio, everyone is now racing to fulfil an emerging demand: “I need this outfit tonight.” This mindset is fast reshaping the quick commerce fashion landscape.
“Our decision to pilot ultra-fast delivery wasn’t driven by revenue—it came straight from how Gen Z shops,” says Sumit Jasoria, co-founder and CEO of NEWME.
Spontaneity Over Loyalty
For younger consumers, shopping isn’t about brand loyalty anymore—it’s about what’s trending and how fast it can be worn. Whether it’s a last-minute plan or a viral look spotted online, quick fashion delivery is becoming the go-to solution.
“This is no longer a quirky Gen Z habit—it’s a full-fledged market opportunity,” executives say.
More Than Just Speed – It’s About Occasion & Identity
Unlike groceries where urgency is based on utility, fashion is emotional and occasion-driven. Partywear, co-ords, and holiday looks dominate the quick fashion space.
Slikk, for instance, operates its own dark stores across Delhi-NCR and Bengaluru, promising 60-minute fashion and personal care deliveries. Myntra has also entered the game with its M-Now service delivering in 30 minutes across parts of Bengaluru.
“Impulse buying dies when deliveries take 3–5 days. We wanted to change that,” says Akshay Gulati, co-founder of Slikk.
NEWME’s Zip delivery has already seen 20–25% order share in Delhi-NCR and is now expanding in Bengaluru. Clearly, this is a trend with legs.
The Quick Fashion Engine: Not One Size Fits All
Delivering fashion fast is no small feat. Unlike groceries, fashion faces complex challenges—sizes, styles, returns, and seasonality. To manage this, platforms are adopting various models.
Slikk and NEWME use curated assortments in strategically located dark stores.
Blip, on the other hand, partners with local retail stores, functioning like “Zomato for clothes.”
“We don’t hold inventory—we just deliver it faster,” says Ansh Agarwal, co-founder of Blip.
Quick commerce enabler Zippee has tailored its backend for this unpredictable category, working with both D2C brands and large platforms.
What’s Driving the Boom?
A big part of this surge is the higher order value and margins in fashion, compared to groceries. Slikk, for instance, reports average order values 3–4x higher than grocery platforms and margins up to 2.5x better.
Investors are noticing. Slikk raised $10 million, and others like Blip, NEWME, and Knot are actively seeking funds.
“Faster gratification is getting funded,” says a venture investor familiar with the space.
Also, customer retention is stronger in quick commerce fashion—up to 40% compared to the usual 30% for traditional online shopping.
Scaling Isn’t Easy
Despite the buzz, analysts warn that fashion quick commerce isn’t as easy to scale as grocery delivery. Fashion doesn’t have consistent, high-frequency demand. Returns are higher, and demand visibility remains a challenge.
“Fashion is unpredictable and urban-centric. Scaling beyond metros like Delhi, Mumbai, and Bengaluru will be difficult,” says Satish Meena of Datum Intelligence.
But founders remain optimistic. For them, this is not just faster fashion—it’s a new breed of buyer.
“This is a new category of consumers. Nearly 40% of our customers didn’t shop online or offline before,” says Agarwal.
The Road Ahead: Speed + Strategy
With everyone—from startups to retail giants—focusing on zonal hubs and hyperlocal inventories, the game is now about who delivers fashion smarter and faster. Startups bring agility and curated experiences, while incumbents bank on scale and tech.
“Startups may lead early, but at scale, it’s about assortment depth and customer experience,” says Ankit Dua of Myntra.
For now, quick fashion is a metro game, but with improving logistics, tech innovation, and falling return rates, the runway looks long.
