High cost of fast fashion

ON A SULTRY Delhi morning, 27-year-old Tashi realised she had nothing light or breezy to wear to her cousin's haldi ceremony to be hosted on the other side of town.

- GEETIKA SRIVASTAVA

ON A SULTRY Delhi morning, 27-year-old Tashi realised she had nothing light or breezy to wear to her cousin's haldi ceremony to be hosted on the other side of town. By 9:15 am though, she had identified a pastel kurta set on a quick commerce platform; by 9:27, it was at her doorstep.

In the world of instant groceries and blink-speed burgers, fashion is finally catching up. The segment is all set to ride the q-commerce wave, which is projected to grow at a 67% CAGR through 2030 and is currently estimated at over $5 billion.

While average order values remain modest—₹400-₹700 versus ₹1,000-plus on traditional platforms—there is value beyond margins for Q-commerce platforms. "Fashion brings in new users and encourages cross-category exploration," says Devendra Meel, chief business officer, Zepto. "Someone buying a kurta might add cosmetics or festive décor."

For Zepto, the appeal is clear. "Fashion is getting more occasion-led and last-minute," says Meel. "Be it someone who has forgotten about a puja invite or about one who has a sangeet ceremony to attend that night, we offer a robust portfolio of fashion essentials and occasion wear they can pick from."