10-minute delivery startups, dark store operations, and q-commerce market news.
India’s fast commerce industry is anticipated to touch $90 billion by FY2031 from $13 billion in FY2026, Google and Redseer Strategy Consultants said. Metros will be responsible for more than 60% of incremental growth, with non-grocery categories experiencing strong rise.
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**Albinder Dhindsa**, co-founder of Grofers (now Blinkit) and Group CEO of Eternal, transformed a hyperlocal delivery startup into one of India’s leading quick-commerce businesses. Explore his early life, education, career, Blinkit journey, leadership, and net worth.
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Aadit Palicha went from a Stanford dropout to co-founding Zepto, one of India's biggest quick-commerce startups. Explore his education, family, career, net worth, Zepto journey and latest 2026 updates.
Swiggy shareholders have given their approval to the business’s plan to become an Indian owned and controlled company (IOCC), with foreign ownership capped at 49.5%. The resolution was passed with 99.99% backing at its AGM on 18 August, a major obstacle after an earlier proposal was rejected.
India's quick commerce business is also growing fast, with consumer demand reaching about 9.5 million daily orders, says Datum Intelligence. Blinkit has 36.7%, Zepto 26.2% and Swiggy Instamart 14.4%. Order volumes are growing for Amazon Now, BigBasket and Flipkart Minutes.
Flipkart Minutes has now entered the luxury grocery space in India with its private label Pykd which sells premium food items like cheese, coffee, ramen, chocolate, kombucha, oils and ghee. The move raises up competition with Zepto, Blinkit and FirstClub.
Zepto has postponed its IPO and intends to raise more than INR 1,000 crore in a pre-IPO funding round from current investors, including General Catalyst and Nexus Venture Partners. The rapid commerce firm has lowered the size of its IPO and its valuation due to investor concerns.
Zepto is talking to anchor investors ahead of its IPO to improve market interest, and has set a revised post-money valuation of about $3 billion. The proposed offering will have a primary issue of INR 5,000 crore and an offer-for-sale component of a limited size.
Swiggy has signed a deal with Hindustan Petroleum Corporation Ltd (HPCL) for a trial to deliver LPG cylinders to customers' doorsteps via Swiggy Instamart in Bengaluru, which is being called a first of its type in India's quick-commerce space.
FSSAI has issued nine notifications to Swiggy Instamart on the back of repeated complaints by consumers of suspected food safety and compliance issues. The agency cited concerns like expired, spoilt, contaminated and incorrectly marked food goods, and mismatches in FSSAI licence details.
The first in-terminal rapid commerce service in India was introduced at Chhatrapati Shivaji Maharaj International Airport (CSMIA) in Mumbai by Adani Airport Holdings Limited (AAHL) in collaboration with Blinkit. Terminal 2, domestic departures, is now offering the service, which integrates app-based delivery straight into the airport. Through the
Epik, a Try and Buy quick commerce startup focused on consumer electronics and home appliances, has announced that it has raised $1 million in a pre-seed funding round led by InfoEdge Ventures. This marks a bet on the company being a pioneer in quick commerce that uniquely blends convenience
A 'Pay Later' option and real-time photos of fresh food were among the new in-app features released by the fast commerce platform Zepto on 24 March. A change in focus from rapid shipping to "behaviour-led commerce" is behind Zpeto's decision to
On February 17th, the food delivery firm announced that it has deepened its strategic partnership with OpenAI in order to boost its AI capabilities company-wide. A number of its partner platforms and internal systems, including Zomato, Blinkit, District, and Hyperpure, will be improved by the AI. The partnership will
In preparation for its initial public offering (IPO) in India, roll-up commerce business BRND.ME plans to move its headquarters from Singapore to India by March. It will be done once the firm completes a critical regulatory challenge. Swaggy, Instamart, and Zepto are private label powerhouses, but CEO Ananth
The Union labour minister's proposal to remove the "10-minute" delivery guarantee from the branding and advertising campaigns of rapid commerce (qcom) platforms was made in good faith, according to Aadit Palicha, founder and CEO of Zepto. After meeting with Labour Minister Mansukh Mandaviya, Palicha posted
- Starting from February 21, Albinder Dhindsa (CEO of Blinkit) will be the new CEO of Eternal. - Deepinder Goyal says he wants to work on his high-risk ideas, and so he is resigning. - Goyal can still be on the board of directors as Vice Chairman, but shareholders' approval is due.
India demands that rapid commerce companies abandon their 10-minute delivery claim. The demand was raised amid growing worries that the extremely tight deadlines are deteriorating the safety and working conditions for gig workers. According to various media reports, Federal Labour Minister Mansukh Mandaviya met with executives from major instant
The Telangana delivery workers' union has reacted to Zomato CEO Deepinder Goyal's support of the company's gig model by calling the existing working conditions "not decent work". This has intensified the discussion around compensation and benefits in India's rapidly expanding quick
Deepinder Goyal, the founder and CEO of Zomato, issued a thorough five-point statement on X to defend the company's gig work model. He described how delivery partners are compensated, why riders are not put under strain by the 10-minute delivery guarantee, and how flexible schedules and
According to multiple media reports, Zepto has submitted preliminary documents to markets regulator SEBI in order to raise INR 11,000 crore through a confidential initial public offering (IPO) on 27 December. In order to become one of the newest businesses to make their debut on Indian exchanges, the company
India’s business and startup ecosystem saw major developments on December 26, 2025, spanning quick commerce, gig economy unrest, and strategic corporate expansion. Zepto moved a step closer to public markets by approving a ₹11,000 crore fundraise ahead of its confidential IPO filing, signaling strong ambitions for scale. Meanwhile,
Indian quick commerce firm Zepto has taken a major step towards going public, with its board approving plans to raise up to INR 11,000 crore (about $1.3 billion) ahead of a confidential filing with the Securities and Exchange Board of India (SEBI). This news marks a significant moment
India’s startup ecosystem remained vibrant on 17th December 2025, marked by fresh funding rounds across biotechnology, creative AI, and longevity science, alongside major IPO-driven milestones. Early-stage biotech startup Cellarim Labs, experiential tech player Tagbin, and longevity-focused Decode Age collectively raised capital to scale innovation, research, and
According to various media reports, Zepto, a quick commerce (qcom) unicorn, is expected to submit the draft documents for its impending initial public offering (IPO) within the next seven to eight days, as reported by Business Standard. The business plans to go public the following year and is anticipated to
With 53 million distinct transacting clients, Flipkart Minutes, the company's fast commerce platform, saw a 16X increase in the second half of the year. Flipkart Minutes saw significant growth during the holiday season, with demand for products like jewellery, high-end gadgets, home décor, and mobile phones increasing
One of the biggest cash piles in the nation's consumer internet market is currently supporting India's quick-commerce development, but the figures conceal a significant shift of capital during the previous 12 months. According to market financial research, after spending close to INR 9,000 crore
Zepto, a platform for quick commerce (qcom), has used slotted delivery in a few places. Instead of relying just on immediate delivery, the function enables customers to arrange their orders for a particular time window. It is presently undergoing pilot testing in a few places, such as Bengaluru and Delhi.
Zepto, a rapid commerce (qcom) platform, has begun trial testing two additional products in an effort to diversify its offerings and break into new markets. It is now trialling Super Mall, a new vertical for high-value and luxury products, and Zepto Diagnostics, an in-app diagnostics solution within its
According to a report by NDTV Profit, Swiggy is getting ready to implement new fees for restaurant partners on orders submitted through its Swiggy One membership programme. A few eateries have been notified by the platform that the fees would take effect on November 25. It is anticipated that the
According to Moneycontrol, Chandan Rungta, the CEO of Zepto's meat business, a quick commerce major, resigned less than a year into his position. Rungta, who started working for the company in December, resigned, Zepto said. Zepto's meat company has grown over the last few weeks in
Weeks after concluding a $450 million investment round, the quick commerce platform Zepto has lowered the minimum order amount to INR 99 for free delivery and eliminated the handling fee and surge charge that are assessed to its customers for each order. The company is promoting "zero handling fee&
Kickstarting in Bengaluru, Snitch eyes Delhi, Mumbai, and Hyderabad next, with a pan-India rollout planned by 2026.
To improve its coverage of deliveries that take less than 30 minutes throughout its vast network, Reliance Retail has opened more than 600 dark stores around India and intends to open more. After the quarterly results, Reliance Retail CFO Dinesh Taluja responded to an analyst question by stating that JioMart
Managing a marketing campaign often means shifting between separate apps for writing, design, scheduling and tracking. The process slows teams down and inflates costs. Noida-based Blinkit-AI believes the answer is not another tool, but a single system. The company, founded in 2021, has raised USD 1.2 million
JioMart, the digital commerce division of Reliance Retail Ventures Limited (RRVL), announced on October 17 that it had extended "quick" deliveries to over 1,000 cities. Alongside its Q2 FY26 results, RRVL released a statement stating that its "quick" delivery operations now cover more than 5,
India’s startup and corporate ecosystem witnessed significant developments on 16th October 2025. Quick-commerce, audio platforms, health tech, AI, and life sciences startups secured funding rounds to expand operations, enhance technology, and scale services. On the corporate front, French luxury retailer Galeries Lafayette announced its debut in Mumbai, while
India’s fast-growing quick-commerce platform, Zepto, has raised $450 million in a new funding round led by CalPERS (California Public Employees’ Retirement System), valuing the company at $7 billion. The funding round is one of the largest investments in the Indian startup ecosystem this year and sets the
Goldman Sachs has sold over 1 crore shares of Eternal Limited, the parent company of Zomato, in a block deal valued at INR 355.32 crore. The shares were sold at INR 329 each, matching the closing price from the previous Wednesday. BofA Securities Europe SA acquired the entire stake,
Swiggy, a meal delivery and fast grocery platform, announced that its board has authorised the process of selling and transferring its rapid commerce (q-commerce) business, Instamart, through a slump sale to Swiggy Instamart Pvt Ltd, an indirect, step-down, fully owned subsidiary. According to the stock filing, on September
To provide consumers with affordable meal options, listed foodtech giant Swiggy has launched a new food delivery app called "Toing". The app delivers meals for less than INR 250 and is presently available in a few Pune locales. According to the Google Play Store app description, Swiggy'
India’s only quality-first quick commerce platform FirstClub Technology Pvt. Ltd., today announced it has raised $23 million in Series A funding. The round is led by returning investors Accel and RTP Global, with participation from Blume Founders Fund, 2am VC, Paramark Ventures and Aditya Birla Ventures. The funding
Eternal, the owner of the Zomato and Blinkit brands, has been subject to three notices from the Goods and Services Tax department. The orders amount to more than INR 40 crore in tax demands, including interest and penalties, as reported by PTI. According to the report, the Joint Commissioner-4
The House of Abhinandan Lodha has partnered with Zepto, a quick commerce platform, to reportedly provide land plots in ten minutes. In a recent advertising campaign, the real estate player revealed the partnership. The commercial, which was released during the Janamasthami festival, features expansive land plots and concludes with a
The Indian startup ecosystem saw a wave of funding activity and major business developments on 13 August 2025. From early-stage startups securing crucial investments to established players filing for IPOs and announcing strategic acquisitions, the day reflected strong investor interest and market momentum across diverse sectors. Here’s your
Co‑led by General Catalyst and Glade Brook, the investment enables Pronto to scale 10-minute domestic service model across Mumbai, Bengaluru and other major metros.
All of Reliance Retail's investments in the now-defunct hyperlocal delivery business Dunzo have been formally wiped off. The conglomerate's 78,923 equity shares of Dunzo, which were internally valued at INR 1,645 Cr in FY24, were worth nothing during the fiscal year under review,
On 29th July, Indian startups and businesses saw notable developments. Zepto raised fresh capital ahead of a larger round, while Passprt Trips secured $500K to expand its travel tech offering. Lenskart acquired Spain-based Meller in a global push, and the government capped Starlink’s user base in India. Here’
Due to fierce competition in the market, BigBasket, a fast commerce platform supported by Tata Digital, witnessed a decline in yearly income in the fiscal year that ended in March 2025. BigBasket's B2C division, Innovative Retail Concepts, had a 3% decline in turnover from INR 7,885 Cr
The well-known foodtech company Eternal (previously Zomato) is establishing Blinkit Foods Limited as a new wholly owned subsidiary. "Blinkit Foods will be involved in the business food services, including innovation, preparation, sourcing, sale, and customer delivery of food," the company stated in an exchange filing. The proposed
In the face of supply chain problems and a lack of qualified kitchen personnel, Zepto Cafe, the 10-minute meal delivery subsidiary of fast commerce company Zepto, is reducing operations. The delay coincides with rivals Swiggy's Snacc and Blinkit's Bistro expanding their presence in important urban
According to reports, Blinkit, Eternal's rapid commerce division, will transition to an inventory-led strategy on September 1. After the transition, the business will buy products straight from vendors instead of just keeping them in stock. Blinkit has already addressed its sellers to notify them of the switch
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This article has been contributed by Gaurav Lekhrajani, CEO and Co-founder of Dava Ninja Quick commerce, or "q-commerce," has changed the way we think about delivery beginning as an appealing option for consumers in urban areas to what is now a common business paradigm. However, its
Following its initial debut in Bengaluru, Amazon has expanded its 10-minute delivery service, Amazon Now, to a few parts of Delhi. The business was excited about the favourable comments made by clients. This action demonstrates Amazon's dedication to the quickly expanding quick-commerce market in India, where
Startups led the way on 9 July 2025, with Zepto reportedly raising $500 million and fresh funding going to Chai Bisket, Belong, and Green Aero. On the corporate front, Apple named Sabih Khan as its new COO, and Starlink received final approval to launch services in India. Here’s your
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Putting in an order for groceries was once considered the most difficult task. Shopping for groceries is becoming more pleasurable because of the development of "smart grocery stores" like Nature's Basket, Dmart, Reliance Mart, and others. But now that technology is driving more solutions, online grocery
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This article has been contributed by Griffith David, Founder and CEO, of Habanero Foods. The rapid quick commerce industry in India is undergoing a remarkable transformation, soaring from $300 million in 2022 to an astounding $7.1 billion by the fiscal year 2025, as per a report released by Cornell
This year, Amazon plans to invest $233 million, or more than INR 2,000 crore, in India to develop and improve its operational infrastructure there. As the Seattle-based e-commerce company competes with well-funded companies Zepto, Zomato, and Swiggy in the lucrative rapid commerce market, some of the
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Software Developer Ujjwal Dimri took to X to reveal a startling vulnerability in Zing, a newly launched 10-minute food delivery app backed by Azhar Iqubal, co-founder of Inshorts. The app, which promises ultra-fast food delivery and operates in select Gurugram sectors, has hit a significant roadblock after
In the Balewadi-Baner neighbourhood of Pune, the dark store "Energy Darkstore Services", one of the stores of Blinkit, has been the target of significant action from the Maharashtra Food and Drug Administration. The FDA has ordered this establishment to close immediately due to numerous major irregularities and
Zepto postponed its initial public offering plans by a year. This puts the fast commerce giant in line with companies like Zetwerk, OYO, and PayU India, who similarly use a wait-and-watch tactic before parking on D-Street. Zepto, notably, raised the size of the public offering from $450
Due to non-compliance with food safety regulations, the Food and Drug Administration (FDA), Maharashtra's food safety agency, suspended Zepto's food business licence in Mumbai's Dharavi area on June 1, 2025, according to a prominent media outlet. The report claims that during a recent
India's startup and infrastructure sectors witnessed significant funding activities today, with notable investments in quick commerce, renewable energy, private credit, and AI security. ☀️ SAEL Secures $132 Million for Solar Project SAEL Solar MHP1 Pvt. Ltd., a subsidiary of SAEL Industries, has obtained $132 million in debt financing for
This Menstrual Hygiene Day, Plush and Blinkit are delivering more than just pads; they’re delivering a wake-up call. In a disruptive offline-first campaign, Plush - India’s favourite femcare brand - partners with quick commerce company, Blinkit, to turn homes into ground zero for cultural change. Each home receives
Aadit Palicha, the CEO and co-founder of Zepto, has openly claimed that the CFO of a rival rapid commerce company is planning a smear campaign against Zepto's leadership, company, and brand. Palicha posted the allegations on 25 May's evening on LinkedIn. Palicha claimed, without naming
India’s popular quick-commerce startup Zepto is once again sparking fresh concerns about its workplace environment following a detailed Reddit post from May 2025. A user shared how a short stint at Zepto severely impacted their mental health and career, raising questions about how the company operates behind the
Alleging exploitative tactics under Zepto's Rural Mobilisation Programme (RMP), the Rajdhani App Workers' Union (RAWU) has filed a complaint against Zepto and its third-party vendor, Kilton Geo Engineering Pvt. Ltd., with the Delhi labour department. According to the union, gig workers—whom Zepto refers to as
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Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The digital demand for smart applications is exploding like it was never before. To satisfy our daily food needs, we all buy groceries. You only need an app on your Android phone to have
Libas, India’s leading ultra-fast fashion brand, is taking quick commerce to the next level with its launch on Zepto, offering delivery of its signature styles in just 10–12 minutes. With this move, Libas continues to strengthen its digital-first strategy and make fashion more accessible and instant
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Zepto, the 10-minute grocery delivery app turned unicorn, has taken a major step forward in its business model with the launch of Zepto Atom, a paid analytics tool aimed at helping consumer brands make more informed, data-driven decisions. While the offering enhances value for brands selling on the
Zepto, a leader in quick commerce, has introduced Atom, a new data analytics tool for consumer businesses that are listed on the site. Aadit Palicha, the CEO and co-founder of Zepto, stated in a video on X that the subscription-based service will allow marketers to learn more about
According to reports, Flipkart, the massive e-commerce company owned by Walmart, intends to restrict the growth of its Flipkart Minutes rapid commerce division to the top six to eight cities in order to minimise capital burn. The top eight cities account for over 90% of quick commerce volumes, with
According to a media report, Motilal Oswal and Raamdeo Agrawal, co-founders of Motilal Oswal Financial Services, have contributed a combined $100 million to Zepto, a startup in the fast commerce space. The company, Motilal Oswal, is getting ready to spearhead a $250 million secondary share offering in Zepto in
Swiggy Genie, its citywide delivery service, has been suspended. In the majority of places, the Swiggy app does not display the service, which was operational in about 70 Indian towns. A notice stating that the Swiggy Genie service is "temporarily unavailable" appears at a few spots where it
Within seven months of its start, foodtech giant Swiggy has now brought its 10-minute meal delivery service, Bolt, to more than 500 Indian cities. The service, which was previously available in six top-tier cities, has now spread to tier II and III cities. "Powered by a network
Just in time for the Akshaya Tritiya festival, Swiggy's quick commerce vertical, Instamart, has teamed up with Kalyan Jewellers to provide quick doorstep delivery of gold and silver coins in over 100 cities. Through the fast commerce platform, clients will be able to order 24-karat BIS-hallmarked
According to a report, the acquisition aims to assist the fast commerce company consolidate local control ahead of its planned initial public offering (IPO) by purchasing shares from current international investors. Edelweiss has made a legally binding offer.
During the earnings call earlier this week, Reliance Retail's CFO Dinesh Taluja stated that the company saw a tremendous scale-up in the March quarter, with orders growing by more than 2.4 times.
The HC made the ruling after a hearing on a petition submitted by the non-governmental organisation Mission Accessibility. Justice Sachin Datta gave the Ministry of Electronics and Information Technology (MeitY) and both platforms four weeks to reply.
Zepto, one of India’s fastest-growing quick commerce startups, is getting closer to a significant milestone, with its Annualized Gross Order Value (GOV) approaching $4 billion. This represents an impressive ~300% year-on-year growth and a ~30% increase since January 2025, according to co-founder and CEO Aadit
Aadit Palicha highlights the impact of companies operating in the consumer internet space in the Indian startup ecosystem in response to Union Minister Piyush Goyal's comments.
National April 3rd, 2025: Meta has announced new tools that can help drive growth and incremental performance gains for e-commerce and retail businesses. As growth for e-commerce as an industry gets fueled in India on the back of Quick Commerce and the rise of online shopping in tier-
According to reports, the Competition Commission of India (CCI) has received a petition from the All India Consumer Products Distributors Federation (AICPDF) accusing Blinkit, Zepto, and Swiggy Instamart of monopolising the market and charging unjust prices. According to a media report, AICPDF President Dhairyashil Patil made the petition. According to
New Delhi, 06th March 2025: Cellecor Gadgets Limited, one of India’s fastest-growing consumer electronics brands, has partnered with Zepto, India’s leading quick commerce platform, to enable users to purchase Cellecor’s range of products seamlessly through Zepto’s rapid delivery network. Through this partnership, Cellecor aims to
Deepinder Goyal, the man who built Zomato while most of us were still figuring out our lunch money, recently made a bold claim about Quick Commerce. In an Economic Times article, he suggested that the industry is collectively burning ₹5,000 crore per quarter, with Zepto allegedly responsible for “substantially
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The convenience of Internet food delivery services was greatly enhanced during the pandemic. The dominant player in the online grocery delivery app and company market is influencing users' habits. Online shopping is becoming increasingly common among consumers. As a result, more and more delivery services, like Zepto, have launched
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Blinkit (or what some of us remember it as - Grofers) has been one of the biggest eGrocery game-changers in the Indian market. Launched by Albinder Dhindsa and Saurabh Kumar in 2013, Grofers started as a simple online grocery delivery service that catered to urban clients looking for easy home
Blinkit, a Quick commerce player, has initiated the delivery of Apple products, such as the MacBook Air, iPad, and AirPods, within 10 minutes in specific cities in India, according to its founder and CEO, Albinder Dhindsa, on February 27. Customers can now receive MacBook Air, iPad, AirPods, Apple Watch, and
Apollo Hospitals, a prominent healthcare organisation, has apparently teamed up with TechEagle, a drone startup, to introduce a 10-minute diagnostic drone delivery service. The hospital chain operator will use TechEagle's AI-powered autonomous drones to deliver liquid biopsy samples—which are essential for detecting cancer—from collection
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Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. As we move forward in the world of modernization, we tend to scroll the screens of our mobile phones too often and for many reasons. We swipe our mobile screens to shop, learn, relax,
The craze of joining the quick commerce bandwagon is as real as it gets, as is the sprint to reach a netizen's doorway with a platter full of goodies at unprecedented speeds. With its 15-minute meal delivery service, QuickiES, IPO-bound cloud kitchen unicorn Rebel Foods has
Quick commerce platform KiranaPro has teamed up with B2B management platform ZuperAI to provide its users with AI-based retail market solutions, only days after enlisting PV Sindhu as an investor. In order to help consumers and merchants with product discovery, inventory optimisation, and supply chain efficiency, KiranaPro will incorporate
Beyond Chennai, Zepto, a fast commerce startup based in Bengaluru, has already established itself throughout Tamil Nadu. Coimbatore, Tiruchirappalli, Madurai, Vellore, and Salem are just a few of the districts in the state where the company has started operations. With more than twenty dark stores open in Tamil Nadu, each
Zomato has invested INR 4,300 crore into Blinkit since acquiring the online grocery delivery service, formerly known as Grofers, in an all-stock deal for INR 4,477 crore in August 2022. Zomato has been investing more in Blinkit, mostly to finance its rapid growth and offset operating losses
Bangalore, February 24, 2025: Nutrify Today, a pioneer in AI-driven nutraceutical innovation, has introduced Dealsphere, a groundbreaking platform that transforms how businesses discover, license, and commercialise science-backed nutrition products. Dealsphere accelerates the traditionally slow and expensive process of product ideation and licensing, enabling companies to launch new nutraceutical
KiranaPro, a top AI-powered quick commerce platform in India, has gained strong support with PV Sindhu joining, India’s renowned badminton star, as both an investor and brand ambassador. This is the first investment in KiranaPro’s seed funding round, supporting its mission to modernise India’s retail sector
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The quick commerce industry is one of the fastest-growing industries in India, and Zepto has fueled this industry with its innovative marketing strategies. Zepto, India's fastest online grocery delivery app, has disrupted the entire quick commerce market in a short period. Convenience and super-fast delivery are
E-commerce giant Amazon has begun implementing its 10-minute delivery service, Amazon Now, in a few Bengaluru pincodes, weeks after testing it internally with staff members. According to a media report, which cited people with knowledge of the situation, the corporation plans to extend its rapid commerce services into
In the third quarter of the current fiscal year (Q3 FY25), Swiggy Instamart's margins were negatively impacted by the growing rivalry in the rapid commerce market, as the company increased its investments to keep the competition at bay. The contribution margin for Swiggy Instamart decreased from -1.9%
FreshToHome, a D2C meat firm, has joined the fast commerce trend by offering a delivery service in a few Indian locations that takes 10 to 20 minutes. Although FreshToHome typically delivers orders in 60 minutes, the speed of delivery will rely on how close the customer is to the closest