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From food to groceries to essential medical supplies, India's delivery system is undergoing a magnificent shift at present. However, behind this seamless experience are the gig workers, who not just navigate traffic but also unpredictable weather and other challenges to ensure timely deliveries.

According to a report, "India's Booming Gig and Platform Economy", the gig economy market is expected to grow to 23.5 million workers by 2029-2030.

While gig workers enjoy the flexibility of hours, their freedom also comes at an expensive cost, with many riders reporting increased stress and leading to unsafe road practices.  

A recent survey conducted by Borzo (erstwhile WeFast), found that around 57.3% of riders experience stress when delivering within a 15-minute timeframe. In fact, about 34.1% of delivery workers find 15-minute deliveries more physically demanding compared to other timelines of deliveries. In contrast, 26.7% of gig workers believe that 60-minute deliveries are more physically challenging.

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Notably, a majority (80.6%) of surveyed gig riders stated that a 60-minute delivery timeframe promotes safer driving compared to a 15-minute deadline.

When asked about the most beneficial aspect of making 15-minute deliveries, 31.3% of riders said that covering shorter distances is the satisfactory part. Further, 11% of riders highlighted the ease of handling smaller parcels, and 10% appreciated the reduced expenses incurred on each delivery. 

On the other hand, the most significant challenge in making 15-minute deliveries, as cited by 31.8% of gig workers, is the pressure to deliver parcels within a very short timeframe. About 24.4% of riders say that the physical and mental stress involved is the most difficult aspect, while 24.3% struggle with the constant sense of urgency. Additionally, 19.5% find riding at higher speeds to meet tight deadlines particularly challenging. 

<a href="https://www.storyboard18.com/how-it-works/indian-employees-prioritize-family-over-career-advancement-41-take-on-side-gigs-to-offset-inflation-indeed-54894.htm">Indian employees prioritise family over career advancement; 41% take on side gigs to offset inflation: Report</a>

When it comes to profitability, around 56.5% of gig delivery workers believe that 60-minute deliveries allow them to earn more profit while completing more orders without the pressure of constant urgency. In contrast, 43.5% feel that 15-minute deliveries offer the best opportunity to maximize their earnings. 

"While quick commerce and ultra-fast deliveries have undoubtedly added convenience for consumers, the growing pressure on the supply chain calls for deeper reflection. As the quick commerce sector continues to expand, it’s essential that platforms prioritize workers. Ultimately, it's about finding the right balance between delivering quickly and ensuring riders can perform their jobs safely and efficiently. The industry must listen to their experiences and adapt different approaches to support the riders for their well-being and efficiency," Alina Kisina, CEO, Borzo said.

57% of gig workers find 15-minute deliveries stressful: Borzo report

A luxury tax has been proposed on purchases made through the quick commerce platforms by traders body. 

According to the Confederation of All India Traders (CAIT), quick commerce platforms offer convenience to customers by providing rapid delivery of items, therefore, should attract luxury tax.

The CAIT's proposed demand will be submitted to the Ministry of  Consumer Affairs.

Additionally, the trader's body demanded enforcement of foreign direct investment (FDI) and e-commerce policies under the Consumer Protection Act. CAIT has also urged that quick commerce platforms should be mandated to bring transparency in the algorithm, pricing, and seller selection.

<a href="https://www.storyboard18.com/how-it-works/behind-the-speed-ad-fraud-in-quick-commerce-could-cost-brands-up-to-rs-1000-crore-62359.htm">Behind the Speed: Ad fraud in quick commerce could cost brands up to Rs 1000 crore</a>

CAIT also laid down demands to create an independent regulatory body to prevent anti-competitive pricing practices and deep discounting.

CAIT, along with representatives from the All India Consumer Products Distributors Federation (AICPDF) and the Organised Retailers Association (ORA), has tabled their interest in favour of pro-kirana stores policies. 

According to AICPDF, around 10 lakh Kirana stores have shut down their operations in the last two years because of the competitive pricing practices by quick commerce platforms such as Blinkit, Zepto, and Swiggy Instamart.

<a href="https://www.storyboard18.com/how-it-works/cci-asks-additional-evidences-in-complaints-against-quick-commerce-platforms-report-61793.htm">CCI asks additional evidences in complaints against quick commerce platforms: Report</a>

The bodies collectively said that quick commerce firms cannot influence the price of goods. 

Dhairyasheel Patil, national president of AICPDF and senior vice-president of CAIT alleged that 10 lakh shops have been shut due to the rapid penetration of quick commerce companies in over 100 Indian cities.

"Going forward, we fear the pace of these closures will increase as operations become unviable due to rising costs and lack of business," Patil added.

CAIT demands luxury tax on quick commerce

The parliamentary standing committee has directed the Competition Commission of India (CCI) to submit its responses on the steps taken to safeguard the interest of small retailers.

This is against the backdrop of CCI's allegation that deep discount practices and other unfair trade practices by big players have severely affected small Kirana stores.

The committee has also sought inputs from the CCI on the proposed digital competition law and solutions to address the issues related to anti-competitive practices, according to a report by Business Standard. Additionally, it has CCI's response on the regulatory oversight to manage the growth of quick commerce firms.

<a href="https://www.storyboard18.com/how-it-works/quick-commerce-surges-to-dominate-e-grocery-market-accounting-for-70-75-of-orders-report-59032.htm">Quick commerce surges to dominate e-grocery market, accounting for 70-75% of orders: Report</a>

Citing sources, the report said that the committee is also taking a comprehensive view of the e-commerce sector as well to protect the interest of retailers who make up 20% of the population.

Separately, the All India Consumer Products Distributors Federation (ACPDF) has filed several complaints with CCI against quick commerce players like Blinkit, Zepto and Swiggy Instamart.

The industry body that represents FMCG distributors in India alleged that quick commerce companies were indulging in practices of deep discounts and exclusive supply and distribution agreements, thereby engaging in unfair pricing and affecting the competition in the market for selling consumer goods.

<a href="https://www.storyboard18.com/how-it-works/fmcg-cos-dumping-near-expiry-products-through-quick-commerce-aicpdf-46716.htm">FMCG cos dumping near-expiry products through quick-commerce: AICPDF</a>

Besides, the AICPDG has raised major concerns over FMCG firms dumping near-expiry products and non-movable stocks, often disguised through hefty discounts, through quick-commerce platforms.

AICPDF has claimed that an estimated two lakh kirana stores have shut down in the last year because of the rapid expansion of quick commerce along with the economic slowdown.

Parliamentary Panel seeks CCI response on safeguarding small retailers amid quick commerce dominance

The Competition Commission of India (CCI) has reportedly sought additional information from the All India Consumer Products Distributors Federation (AICPDF) regarding the complaint against quick commerce platforms. 

According to a report by Business Standard, the statutory body within the Ministry of Corporate Affairs has asked the distributor's body for details on the market share of each of the quick commerce companies. 

The body has asked for clarity on whether FMCG companies have any exclusive agreement for distribution with the quick commerce firms. 

<a href="https://www.storyboard18.com/brand-makers/quick-commerce-boom-indias-fastest-growing-market-attracts-big-players-new-entrants-59206.htm">Quick commerce boom: India’s fastest-growing market attracts big players, new entrants</a>

Further, the CCI has also asked AICPDF to share evidences on the discriminatory pricing by any of the players from any consumer based on location, device type, or purchasing behaviour, and the evidence of any product being sold below cost price.

It also asked AICPDF to prove that quick commerce players have an agreement which resulted in bundling products and selling the same package.

AICPDF has alleged that quick commerce firms, such as Zepto, Blinkit, Swiggy were indulging in practices of deep discounts and exclusive supply and distribution agreements, and engaging in unfair pricing and affecting the competition.

<a href="https://www.storyboard18.com/how-it-works/quick-commerce-surges-to-dominate-e-grocery-market-accounting-for-70-75-of-orders-report-59032.htm">Quick commerce surges to dominate e-grocery market, accounting for 70-75% of orders: Report</a>

Last year, AICPDF accused the FMCG firms saying they were dumping near-expiry products and non-movable stocks, often disguised through hefty discounts, through quick-commerce platforms.

The federation wrote a letter to the Food Safety and Standards Authority of India (FSSAI) after which the government body asked the platforms to ensure a minimum shelf life of 30% or 45 days before the expiry of products at the time of delivery. 

The AICPDF also wrote a letter to the Union Finance Ministry over funds utilisation by quick commerce players and fund accumulation last year.

CCI asks additional evidences in complaints against quick commerce platforms: Report

Quick commerce platform Zepto has emerged as India's fastest-growing retail entity, with 38.2 million unique visitors in 2024—a 188% increase year-on-year, according to Comscore's Year in Review report.

Blinkit's unique visitor count saw an 81% surge in 2024, reaching 20.2 million (approximately).

Interestingly, India's jewellery startup Bluestone was among India's top 5 fastest-growing retail entities, registering 1.9 million unique visitors in 2024, up 47% YoY. The other included--McDonald's adding 2.8 million unique visitors and Wondershare with 4.6 million unique visitors, respectively.

<a href="https://www.storyboard18.com/brand-makers/quick-commerce-boom-indias-fastest-growing-market-attracts-big-players-new-entrants-59206.htm">Quick commerce boom: India’s fastest-growing market attracts big players, new entrants</a>

On the desktop and mobile application, Amazon remained the top retailer, reporting 330.9 million unique visitors in 2024, followed by Flipkart with 278.2 million, the report mentioned.

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However, food delivery platform Swiggy recorded the highest unique visitor count on desktop and mobile (96.9 million) last year, compared to its peers Zomato (74.2 million) and Zepto (58.5 million), respectively.

In the first-half of 2024, Swiggy's unique visitors count was highest among all its peers, but Zomato surpassed Swiggy in the second-half of the year.

According to a report by financial services firm Chryseum, India's quick commerce industry has witnessed remarkable growth, with sales surging by more than 280% over the last two years.

The quick commerce market in India is currently valued at $3.34 billion in 2024 and is projected to reach $9.95 billion by 2029, growing at a compound annual growth rate (CAGR) of more than 4.5% over the forecast period (2024-2029).

On social media, e-commerce platforms Bewakoof and Meesho witnessed 902,000 and 620,000 unique visitors, respectively, across Facebook and Instagram in 2024.

Athleisure brand Adidas saw a major uptick in this category, registering 1.2 million unique visitors on social media in 2024, versus Puma with 567,000 visitors. 


Zepto, Blinkit, Bluestone emerge as India's fastest-growing retail entities: Comscore

Service-offering platform Urban Company has become the latest entrant among the growing list of startups embracing the quick commerce trend. The Bengaluru-headquartered company launched "Insta Maids" service, offering customers a housekeeper for various chores like utensils cleaning, mopping, cooking preparation, etc within 15 minutes. Urban Company has launched the service in Mumbai only to test the waters, and if successful, it will be converted into a full-fledged service.

Quick commerce is a new shopping rage in India, with numerous startups promising rapid deliveries of products, ranging from groceries and food to electronics and coffee. With 50 quick commerce startups, India leads the global market, followed by the United States with 15 startups, and the United Kingdom with 13.

<a href="https://www.storyboard18.com/how-it-works/quick-commerce-surges-to-dominate-e-grocery-market-accounting-for-70-75-of-orders-report-59032.htm">Quick commerce surges to dominate e-grocery market, accounting for 70-75% of orders: Report</a>

A report by Chryseum, a Mumbai-based financial service firm, reveals that the quick commerce industry witnessed a sales surge of 280 percent over two years. India's three big quick commerce players Zomato-owned Blinkit, Zepto, and Swiggy Instamart recorded a revenue of Rs 7,855 crore (approx) in fiscal year 2024. 

Notably, major e-commerce players have entered the quick commerce fray, with Amazon piloting its offerings under 'Tez' label, and Flipkart launching 'Minutes' and Myntra has also started experimenting with apparel deliveries in 30 minutes.

Meanwhile, a new wave of smaller companies is emerging, aiming to master the 10-minute delivery game in the country. 

Snabbit, a quick service provider bagged $5.5 million in a Series A funding in January, highlighting the growing investor interest in quick commerce space. Snabbit offers 15-minute services in categories like home cleaning, dishwashing, laundry, and kitchen preparations. Another quick commerce startup, called FirstClub, secured $8 million as part of its seed funding. The Bengaluru-based startup aims to build a member-only retail platform focused on premium products. 

Slikk, a startup offering 60-minute clothes delivery, raised $300,000 in its pre-seed funding round. The company has left no stone unturned to capitalize on customers’ growing penchant for fast deliveries.  

The quick commerce sector witnessed significant funding activity in 2024, with companies raising a total of $1.73 billion across 13 equity funding rounds, representing a 53.91 percent year-on-year increase.

<a href="https://www.storyboard18.com/how-it-works/quick-commerce-remained-a-hot-sector-of-investment-during-q4-of-2024-kpmg-54082.htm">Quick commerce remained a hot sector of investment during Q4 of 2024: KPMG</a>

Initially, the quick delivery model revolutionized grocery shopping, and its next big target is food delivery, apart from apparel and home services.

In February, Gurugram-based food startup Zing introduced a guarantee: food orders would be delivered within 10 minutes, or customers would get a refund. Founded in 2024, the company claims to process 100 orders daily and aims to scale up to 100 kitchens within the next year.

Other startups, such as Waayu and Swish, have also pledged to deliver food within 15 minutes. Swish provides 10-minute food delivery services in select areas of Bengaluru. In contrast, Pune-based Waayu has adopted a different route, Offering food delivery through subscription-based model.

These new entrants are drawing lessons from established companies that have become integral to India's tier-1 and tier-2 cities.

Swiggy has introduced Bolt and SNACC, while Blinkit has launched Bistro, both offering rapid food delivery services. Zepto Cafe is scaling up rapidly, hitting 75,000 daily orders.

<a href="https://www.storyboard18.com/how-it-works/quick-comm-sees-sharp-employment-growth-in-2024-karnataka-maharashtra-emerge-as-top-hub-59059.htm">Quick-comm industry sees sharp employment growth in 2024; Karnataka emerge as top-hub</a>

According to Chryseum's estimate, the quick commerce market is projected to grow from around $3.34 billion in 2024 to $9.95 billion by 2029. According to Karan  Taurani, senior VP at Elara Securities, "Quick commerce platforms have benefitted from rising shopping frequency and extra commercial time post orders. The rush to onboard products by brands has led to higher ad commitments from lesser-known brands.

"The ad revenue rate ARR for three major quick commerce platforms surged to Rs 30-35 billion, half of Amazon India’s FY24 ad revenue (Rs 67 billion)," he added, "Of the total ad revenue shares, Blinkit's shares is 45 percent, Zepto 35 percent and Instamart 20 percent, respectively".

Quick commerce boom: India's fastest-growing market attracts big players, new entrants

India's quick commerce sector has witnessed a sharp growth in employment as consumers embrace the 10-minute delivery trends strongly. The sector, which predominantly relies on temporary and seasonal hirings, focused on more young workforce, with average employee aged between 25 and 26.

According to a report by TeamLease Services, the sector has employed high concentration of entry-level roles in 2024, with 71 percent of employees holding 10th or 12th-grade qualifications. 

Further, the report said that Karnataka (20 percent), Maharashtra (19 percent), and Telangana (13 percent) were the primary hubs for Q-Commerce jobs in 2024, while Haryana and West Bengal, accounted for 4 percent of the workforce.

In contrast to quick commerce sector, the E-commerce employment experiences seasonal fluctuations, peaking at 23 percent in August due to festive demand and dropping to 3 percent by December. Whereas, Q-Commerce maintained a steady hiring pattern throughout the year, with demand peaking at 22 percent in December. 

However, the  industry faces a significant challenge with high attrition rates driven by intense competition and frequent job-switching. To combat the high attrition rate, Zomato-owned Blinkit increased the "notice period" to two months in October 2024.

"India’s Q-Commerce sector is expanding at an unprecedented rate, with the market size projected to reach $5 billion by 2025, growing at a CAGR of 10-15 percent. The surge in last-mile delivery, dark store operations, and warehouse management roles is reshaping the gig economy, with Karnataka, Maharashtra, and Telangana leading as key employment hubs. As attrition rates remain high, businesses must prioritize workforce skilling, structured retention strategies, and AI-driven workforce management to build a sustainable talent pipeline and drive long-term growth," Balasubramanian A, Senior VP and Business Head at TeamLease Services said.

The Q-Commerce industry has witnessed a strong growth over the past two years. The Monthly Transacting Users (MTUs) increased by over 40 percent in 2024. The sector's average monthly orders per customer increased from 4.4 in 2021 to 6 in 2024. According to the experts, the sector expected to grow by 75–85 percent in 2025, reaching a Gross Merchandise Value (GMV) of $5 billion.

Quick-comm industry sees sharp employment growth in 2024; Karnataka emerge as top-hub

BigBasket CEO Hari Menon said they are targeting to list the company on the Indian stock exchanges in the next two years. During an event on CNBC-TV18, the CEO said that the grocery-delivery arm of Tata Sons is on a strong growth trajectory, aiming to double its business between March 2025 and 2026.

Further, he dismissed the report that Tata Sons is disappointed over the grocery-delivering arm's quick commerce performance. According to the CNBC-TV18 report, Menon clarified that there is no urgency to expand quickly in quick commerce until there is a strong product-market fit.

"I sat on the sidelines for almost a year to see if quick commerce would work, but I was almost in a statement of denial. There are still concerns over the model making money but quick commerce will evolve in the next five years and everyone will have a space," he said.

BigBasket is currently generating Rs 1,200 crore monthly in terms of runrate. The average order value, comprising slotted delivery and quick commerce stands at Rs 850 with  BBNow accounting for 80 percent of the business. 

BigBasket is rapidly expanding its business by entering four new categories: Medicines, luxury fashion, food, and electronics. Next week, it will be entering the 10-minute food delivery segment in partnership with Tata Starbucks. BigBasket will also be launching Qmin on the app, featuring food products from Taj.

Additionally, it will also be launching prescription and OTC medicine delivery in partnership with Tata 1mg from May 1.

Recently, Bigbasket partnered with Croma and started delivering electronics products in 10 minutes in three cities. It also piloted luxury and fashion deliveries in partnership with Tata Cliq in Bengaluru. 

BigBasket aims for IPO in 2 years, targets business doubling by 2026: Report

India’s quick commerce sector is expected to grow at an annual rate of 75-100%, far outpacing the growth of traditional retail, which is projected to increase at a much slower pace, according to a report by Bernstein. The report highlights the sector’s competitive advantages in proximity, pricing, and product variety, which are driving its rapid expansion.

The report notes that quick commerce is growing faster than other internet-based retail channels and is set to become a dominant force by 2025. India’s top 40-50 cities, which together represent a grocery market worth around $250 billion, are expected to see a significant shift towards quick commerce.

Currently, e-commerce accounts for 8-10% of total revenue for major FMCG companies, with quick commerce making up nearly half of all e-commerce sales in the financial year 2024. The report highlights that leading consumer goods companies are increasingly recognising quick commerce as a crucial and fast-growing sales channel.

Direct-to-consumer (D2C) brands have particularly benefited from the rise of quick commerce, with over 30% of the offerings on these platforms coming from D2C or emerging brands. The report suggests that quick commerce will continue to expand beyond Tier 1 cities, driven by the introduction of new product categories and further expansion into Tier 2 markets.

Key players in India’s quick commerce sector include Zomato, Big Basket, Zepto, Blinkit, and Swiggy Instamart. Meanwhile, traditional e-commerce giants like Amazon and Flipkart are also making moves into the quick commerce space.

As the sector continues to evolve, quick commerce is expected to play a vital role in reshaping India’s retail landscape, providing consumers with greater convenience while offering brands a more efficient and dynamic sales channel.

India’s quick commerce to grow up to 100% annually, surpassing traditional retail

Amid the quick commerce boom, Tata Sons has expressed disappointment over the sluggish growth of its grocery-delivering arm BigBasket.

According to a report by the Economic Times, Tata Sons has indicated that BigBasket should seek external investors to raise around $1 billion of capital to stage a comeback. BigBasket is owned by Tata Digital which is a subsidiary of Tata Sons. 

While bankers have reportedly held meetings to plan a funding round for the company, Tata Sons is not eager to lead. 

ET report cited a source saying that they have sought to onboard a large financial investor for BigBasket and at the Tata Neu level. Only then, Tatas and other existing investors would pump in the rest of the capital.

To compete with big quick commerce players like Zepto, Blinkit, and Swiggy Instamart, BigBasket launched BBNow.

While BigBasket's quick delivery division has been operational for approximately 2.5 years, the company shifted its focus from slotted deliveries to quick delivery as part of a major overhaul of the brand.

In September 2024, BigBasket pivoted to a 10-minute delivery segment by tying up with Croma Electronics (Tata Group's gadgets brand) to deliver the iPhone 16 models to customers within 10 minutes. 

Despite collaborating with a plethora of brands, BigBasket's 10-minute delivery service, BB Now, has trailed behind.

According to a report by Motilal Oswal, in the quick commerce sector, Zomato-owned Blinkit commands a 46 percent market share, followed by Zepto at 29 percent and Swiggy Instamart at 25 percent in Q1FY25.

QUICK COMMERCE