Need a party outfit in 30 minutes? A growing number of Indian shoppers do—and startups are racing to deliver. A Gen Z-fuelled mix of spontaneity, social media trends, and instant gratification is birthing a new category: ultra-fast fashion.
Startups like Slikk, NEWME, Blip, Knot, and major platforms such as Myntra and Ajio are tapping into this demand, promising to deliver trend-forward outfits in under 90 minutes. What began as quirky Gen Z behaviour—last-minute plans, viral looks, and impulse buying—has quickly evolved into a market opportunity.
Industry stakeholders say the category is expanding rapidly, driven by younger consumers who value speed and relevance over traditional retail loyalty.
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