Quick commerce is a rapidly growing sector within the consumer market. Initially focussed on delivering daily essentials to doorsteps, it is now evolving to influence consumer behaviour by offering a wide range of products, beyond just groceries, with extremely short delivery times.
This shift has not only transformed the nature of quick commerce but has also pushed established players like Zepto, Swiggy Instamart, and Zomato’s Blinkit to broaden their offerings. These companies are now venturing into electronics, clothing, and footwear, while also launching platforms for quick food delivery.
Notably, the three giants together reported over $1 Bn in revenue in FY24 while a report estimates that the quick commerce industry in India has seen a sales surge of 280% in the last two years.
Such has been its sudden rise that many project quick commerce platforms to eventually eat into the market share of traditional ecommerce platforms.
Fearful of missing this opportunity, Flipkart has already entered the burgeoning space with “Minutes” and Amazon has begun piloting its quick commerce offerings under a new label called Tez.
In addition to established ecommerce brands, a wave of new startups and conglomerates has entered the market, eager to replicate this success and claim their share of the quick commerce space.
While Nykaa and Myntra have been experimenting with this for apparel deliveries, Swish wants to utilise the model to bring piping hot quick-to-prepare dishes to users within “10 minutes”. And this is just the tip of the iceberg as many new players in the ecosystem are now looking to emulate the growth trajectory of the “Trinity”.
As a new wave of quick commerce players and adopters continue to spawn, we thought of curating a list of companies planning to ace the “10-minute” delivery game in the country. Without further ado, here’s a look at the Indian quick commerce landscape outside of the Blinkit, Instamart and Zepto universe.
Editor’s Note: This is neither an exhaustive list nor a ranking of any kind. We have listed the startups alphabetically.
Meet India’s New Quick Commerce Brigade
1. Amazon India
The Indian arm of the US-based ecommerce giant has been slow to jump on the quick commerce bandwagon. Despite the rising competition, Amazon plans to roll out its quick commerce vertical in the first quarter of 2025, even though its closest rival, Flipkart, already has made its foray into the segment.
Amazon claims to be already building up to the launch, saying that it is strengthening its supply chain for grocery and essentials through Amazon Fresh and is currently targeting deliveries within 20 to 30 minutes.
Earlier this year, its grocery delivery arm expanded its footprint to 130 cities, including Ambala, Aurangabad, Hoshiarpur, Dharwad, and Una, doubling its presence from about 50 Indian cities a year ago.
Alongside, Amazon India has also been pushing for same-day deliveries across various product lines for its Prime membership customers as it lines up quick commerce foray.
2. Blinkit Bistro
Being one of the biggest players in the quick commerce game, it was only natural progression for Zomato-owned Blinkit to foray into the quick food delivery space. As part of its expansion plan to boost the top line, the Albinder Dhindsa-led company spun off a new app, called Bistro, in December 2024.
Currently in its pilot phase and catering to select pincodes in Gurugram, Blinkit’s Bistro delivers meals, snacks, and beverages like tea and coffee in up to 15 minutes.
Notably, Bistro’s launch came just days after Zepto also launched a separate Zepto Cafe app to deliver beverages and snacks within 10 minutes.
3. BBnow
Tata’s BigBasket is arguably one of the biggest competitors to the three incumbents in the Indian quick commerce arena. Having already experimented with 30-minute deliveries for some products for the past few years, BigBasket, as a natural extension, became a full-scale quick commerce platform earlier this year.
BigBasket’s quick commerce strategy will see the deployment of 500-600 dark stores nationwide, which will work alongside its 56-60 large warehouses. It plans to link clusters of dark stores with these warehouses to streamline the delivery of both popular grocery items and non-grocery products.
As per reports, BigBasket has set its eyes on generating $1 Bn out of its projected $1.5 Bn sales for the ongoing financial year 2024-25 (FY25) through the quick commerce vertical.
4. FirstClub
Founded by former Cleartrip’s chief executive Ayyappan R, FirstClub aims to establish itself as a Costco for India. The startup is said to be in talks with Accel and RTP Global to raise capital for the quick commerce-centric retail venture.
FirstClub will likely focus on delivering a curated selection of premium products in a timeline of 20 to 30 minutes. This quick commerce offering will also uniquely feature an offline retail presence, which is why large VCs are in talks for the seed round.
This platform is looking to offer consumers a variety of products, including unbranded goods like dry fruits and freshly ground atta, along with premium food items such as blueberries and avocados.
5. Flipkart Minutes
In what has been touted as Flipkart’s biggest bet in years, Minutes was first piloted by the ecommerce major in parts of Bengaluru in August. Subsequently, the company expanded its quick commerce offerings to Delhi NCR.
Modelled after giants like Blinkit, Instamart and Zepto, Minutes sells an assortment of grocery and non-grocery products within “10-minutes”.
What sets it apart from competitors is the company’s claim that its users can cancel or refuse to collect their orders if the experience does not “meet expectations”.
6. JioMart
Reliance Retail-owned JioMart has also made a comeback in the quick commerce arena by piloting instant delivery of groceries and fast-moving consumer goods (FMCG) in some parts of Mumbai and Navi Mumbai.
The service went live on the JioMart app under the ‘hyperlocal delivery’ section and is said to deliver orders within an hour in the initial stages.
The retailer, however, plans to reduce the delivery time between 30 and 45 minutes during the later stages, while also expanding its product categories to include apparel and electronic items.
JioMart will bank on Reliance Retail’s network of over 18,000 stores across the country to fulfil its orders.
Reliance Retail previously operated its quick commerce venture under a pilot called JioMart Express, which was shut down in early 2023.
7. magicNOW
Having experimented with state-backed ONDC for some time now, hyperlocal delivery platform Magicpin, too, took the quick commerce plunge in December last year with the launch of magicNOW, a 15-minute food delivery service.
Taking on the might of Blinkit, Swiggy and Zepto, Magicpin appears to have been experimenting with quick delivery for some time now. Before the full rollout in December, the Delhi NCR-based startup claims to have completed 75,000 deliveries during its pilot in select localities of Delhi NCR and Bengaluru.
Operating within a 1.5km to 2 km delivery radius, magicNOW directly partners with restaurants to offer freshly cooked food to its customers. It has partnered with over 2,000 QSR brands including Chaayos, Faasos, Wendy’s, Burger King, McDonald’s, Taco Bell and more than 1,000 local restaurants.
The new service will be powered by Magicpin’s Velocity service, which aggregates third-party logistics providers, including Shadowfax, Dunzo, Rapido, Porter, Ola, and Zypp.
It plans to expand to Chennai, Hyderabad, Mumbai and Pune in the near future.
8. Myntra
2024 was all about Flipkart-owned Myntra’s experiments with quick delivery. It became one of the first fashion and lifestyle ecommerce platforms in India to jump onto the quick commerce bandwagon last year.
Even though Blinkit, Zepto and Swiggy have added fashion SKUs in the past few years, Myntra is the first dedicated player in this space. In September, the ecommerce major piloted a four-hour delivery service in some parts of Bengaluru and Delhi.
Following the experiment, the company, in November 2024, began rolling out its “M-Now” offering, which offers a 30-minute to 2-hour delivery feature in some parts of Bengaluru.
Notably, an internal assessment conducted by the company also showed a significant increase in consumers’ propensity to complete purchases when offered shorter delivery times. Earlier, Myntra’s ‘M-Express’ service delivered orders in a 24 to 48-hour window to select cities.
9. Nykaa
Listed beauty marketplace Nykaa, too, has been experimenting with a quick commerce pilot in the financial capital of the country. In October 2024, Nykaa launched a 10-minute delivery pilot in select parts of Mumbai, covering 5% of its SKU base.
However, brokerages expect Nykaa to witness higher fulfilment costs due to its ambition of fast deliveries, adversely impacting its EBITDA margin.
10. Ola Food Delivery
To cash in on the 10-minute food delivery segment, Bhavish Aggarwal-led Ola Consumer began piloting quick food deliveries in some parts of Bengaluru in December last year.
The offering, which was rolled out on the native Ola Cabs app, claims to deliver food items from various restaurants within 10 minutes. This marks yet another attempt from the company to disrupt the food delivery segment via Open Network For Digital Commerce (ONDC).
Previously, the company ventured into quick commerce under the label Ola Dash in 2015. However, Ola pulled the shutters down on Dash in mid-2022 to channel its focus on its electric vehicles and mobility businesses.
11. Ola Grocery Delivery
A week after Ola Consumer began piloting quick food deliveries in December 2024, the Bhavish Aggarwal-led company also rolled out a 10-minute grocery delivery service in select pin codes in Bengaluru.
The launch officially marked Ola Consumer’s foray into the quick commerce segment even though the mobility major has been experimenting with grocery deliveries on ONDC for some time now.
Via this new offering, Ola will deliver grocery and kitchen staples such as fresh fruits, vegetables, and dairy items, along with home care and personal care products, to customers in select parts of Bengaluru.
12. Slikk
Slikk is one of the newest entrants in the quick commerce space, having been founded in August 2024 by Akshay Gulati, Om Swami and Bipin Singh. Earlier this year, it raised INR 2.5 Cr in a pre-seed round led by Better Capital, with additional participation from Untitled Ventures.
The fashion ecommerce platform claims to deliver branded apparel items within 60 minutes in select locations of Bengaluru and claims to be catering to about 100 users per day.
Slikk claims to have implemented algorithms and machine learning to gauge customer preferences and shopping behaviours to personalise its app.
13. Swiggy SNACC
Amid the increasing cut-throat in the quick commerce arena, Swiggy launched a new 15-minute food delivery app on January 8. Called SNACC, the app currently delivers to only a select few places in Bengaluru.
The platform offers quick delivery of various food options, including “homestyle meals”, meal bowls, beverages and quick bites to its users.
It is pertinent to note that in September 2024, the foodtech major experimented with the ‘Cafe’ option to deliver snacks and beverages in 15 minutes. However, instead of launching a separate application, this option was integrated into Swiggy’s food delivery app.
Furthermore, Swiggy has also launched a new service, Swiggy Bolt, to deliver quick-to-prepare dishes in 10 minutes from popular restaurants and QSR chains within a two-kilometre radius of consumers.
14. Swish
Founded in August 2024 by Aniket Shah, Ujjwal Sukheja and Saran S, Swish offers 10-minute food delivery services in select parts of Bengaluru. The startup delivers a range of fast food offerings in just 10 to 15 minutes via its application.
Swish operates as a vertically integrated startup that controls all aspects of operations in-house, including food preparation, delivery and supply chain. While it currently operates just one cloud kitchen, it caters to nearly 150-200 orders daily, with an average order value in the range of INR 250 to INR 300.
In the near future, it plans to set up 45 cloud kitchens to cater to the “most high-demand areas of Bengaluru”, and expand outside the startup hub in due course of time.
15. WAAYU
Founded in 2022 by childhood friends Mandar Lande and Anirudha Kotgire, WAAYU is a quick food delivery platform, which claims to serve fast and nutritious food to customers.
Taking a different route than established giants in the space, WAAYU is looking to make a dent in the quick food delivery space with its zero-commission fee model. Unlike its rivals, WAAYU operates on a subscription model, which is designed to be affordable and easily accessible for restaurants.
It charges a one-time setup fee of INR 4,650 and a monthly subscription fee of INR 1,200 from individual restaurants, freeing them from giving commissions on every order. For deliveries, it partners with third-party logistics platform for last-mile operations.
On the B2C side, it claims to have achieved 25,000+ app downloads and was able to acquire 1-1.5 Lakh users on its app till September 2024. Afterwards, it joined the ONDC as a seller app and, as a result, the number of users on its platform grew 10 Lakh.
On the financial front, the startup reported a revenue of INR 75 Lakh+ in FY24 and is looking to generate around INR 2 Cr in FY25, as per the cofounder.
16. Zing
Quick commerce has revolutionised how Indians shop online. With 10-minute deliveries becoming a norm, Indian foodtech startups are leaving no stone unturned to capitalise on customers’ growing penchant for fast deliveries.
While there is no dearth of deep-pocketed rivals in the space, the competition has not stopped new startups from entering the fray and Zing is the latest player in the game. Founded in 2024 by Tarun Arora and Rachit Sahi, Zing offers 10-minute food deliveries.
Its unique selling proposition lies in delivering freshly made meals while its competitors are focussing more on ready-to-cook food items, its founders claim. What also sets Zing apart is that it does not partner with third-party restaurants and has set up its own cloud kitchens.
The hyperlocal cloud kitchen startup claims to handle over 100 orders daily, with an average order value of INR 220.
Going forward, the startup has set its eyes on scaling up its operations to 100 kitchens in the next one year and entering Bengaluru and other cities in the Delhi NCR. Alongside, it also plans to work on turning its initial four to five kitchens profitable by 2026.
