Mumbai, May 6 -- Fashion retailers are speeding up deliveries to keep pace with instant-gratification shopping driven by quick-fashion startups, with established players and newer brands taking sharply different approaches.

For example, brands such as Biba and The House of Rare have adopted a more calibrated, infrastructure-led strategy rather than a rapid overhaul of existing store networks. "We've been doing this in a very soft way but not necessarily from the same stores because that affects the customer experience," said Siddharth Bindra, managing director of Biba.

Bindra said using retail stores as fulfilment hubs for rapid delivery creates operational constraints, particularly given store sizes and layouts. "We don't have very lar...