The former Myntra executives might be able to fix Fashion Quick Commerce with ZILO, but how?

ZILO is the latest entrant in the fashion quick commerce space, launched by former executives of Myntra and Flipkart in June 2025. The company currently operates a dark store model in Mumbai with 80+ brands and around 40,000 SKUs. In a seed round, the company raised $4.5 million, but quick fashion is evolving rapidly, and there have already been some closures.

Over two years have passed since the introduction of ultra-fast fashion delivery to consumers, initially gaining attention through platforms like Myntra. However, while many competitors entered the scene, including Slikk, Blip, KNOT, and NEWME, the initial excitement has waned. Among these, Blip was one of the first to collapse shortly after its launch, which raised concerns about the sustainability of this business model focusing on rapid delivery.

Despite setbacks, numerous startups continue to attract investment and explore opportunities in this market. ZILO is one such newcomer founded by former Myntra and Flipkart executives who believe that the failure of some models stems not from consumer demand but from execution failures. Launched in June, ZILO aims to serve mass premium customers with a 60-minute delivery service by collaborating with over 80 brands, including Levi’s and Jack & Jones. The company has secured $4.5 million in seed funding and aims for an online shopping experience that mimics offline convenience, offering at-home trials and easy returns.

Founders express that while consumer demand for quick deliveries exists, unsustainable delivery speeds without a robust backend are problematic. ZILO seeks to differentiate itself through a focus on quality and operational excellence alongside speed, in a market where customers are increasingly loyal to specific brands.

Both co-founders, having extensive backgrounds in e-commerce, particularly in fashion and operations through their experiences at Myntra and Flipkart, are well-positioned. Their insights into Indian e-commerce and fashion dynamics guide ZILO's vision of a curated marketplace, leveraging local brand inventories rather than relying heavily on dark stores or third-party logistics.

Understanding consumer behavior was key for ZILO’s founders. They conducted thorough research visiting numerous retail locations to discover why affluent customers prefer physical stores despite better online pricing. A notable insight revealed that these consumers appreciate a purposeful shopping experience for special occasions, often facing "discovery fatigue" on larger platforms. As a result, the founders aimed to create a marketplace that provides a more tailored shopping experience for this affluent demographic, steering away from cluttered platforms.

ZILO’s business model intends to deliver high-quality, relevant fashion choices swiftly while keeping selections manageable. It is designed like a digital mall that features award-winning brands with the promise of quick delivery. The goal is not merely faster shipping but creating an engaging shopping journey that keeps emotional and personal values intact.

Currently operating in Mumbai with plans to expand, ZILO uses a dark store model, ensuring rapid delivery within a 7 km radius and a three-hour fulfillment promise for wider areas. The founders prioritize establishing a strong foothold in one city before considering expansion to others like Delhi and Bengaluru.

With a vision for future growth, ZILO aims to evolve into a comprehensive fashion destination, branching beyond apparel into categories such as jewelry and footwear, utilizing an AI-powered style planner for curated shopping experiences.

ZILO’s entry underscores the notion that ultra-fast delivery is just one aspect of the fashion retail landscape, highlighting the importance of curated offerings and operational proficiency. Complications such as logistics costs and maintaining affluent consumer engagement present challenges. Yet, the solid foundation and mall-like omnichannel strengths of ZILO raise the speculated potential of replicating Myntra’s success. As ZILO carves its path in fashion quick commerce, questions linger on whether it can effectively meet demand while delivering exceptional, personalized retail experiences.

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