Odd Not Even launches ODD ASAP 3-hour fashion delivery service in Mumbai

MUMBAI: Odd Not Even has launched ODD ASAP, a three-hour delivery service for customers across Mumbai, marking the brand’s entry into rapid fashion commerce through a fully in-house logistics model.

The service, currently available across South Mumbai, the Western Suburbs and Central Suburbs, enables customers to receive select apparel within three hours of purchase directly through the brand’s digital platform. The catalogue includes oversized t-shirts, core essentials and signature jerseys.

Unlike most quick-commerce-led fashion delivery models, the company said ODD ASAP operates independently of third-party logistics partners and aggregators. The label is managing inventory, packaging and last-mile delivery internally to maintain tighter control over customer experience and product quality.

Stuti Sharma said the initiative was designed around immediacy and cultural moments tied to fashion consumption.

“Our customers don’t just buy clothes, they buy into moments. Whether it’s a concert or a spontaneous plan, the intent is immediate. With ODD ASAP, we’re trying to match that energy, so when you feel something, you can wear it the same day,” Sharma said.

Founded in 2023 by Stuti Sharma and Bhavya Shah, the brand positions itself as a culture-first contemporary fashion label built around music, youth culture and experiential fashion.

The company has previously developed official merchandise lines for artists including Russ and Karan Aujla, while also collaborating on wardrobes for Diljit Dosanjh, AP Dhillon and KING.

Odd Not Even said the current Mumbai rollout is part of a beta phase, after which the infrastructure will be expanded to Delhi, Bengaluru and Hyderabad.