The quick commerce industry in India has witnessed significant growth and transformation in recent years. With the rise of online delivery platforms and changing consumer habits, quick commerce, also known as on-demand or ultra-fast delivery, has become a popular choice for consumers seeking convenience and faster delivery of groceries and other consumables. However, as the industry evolves, quick commerce companies are facing new challenges and are required to adapt their strategies to meet changing consumer expectations and economic realities.

In this article, we will explore the current state of the quick commerce industry in India, examine the factors driving its growth, and discuss the strategies that companies can adopt to survive and thrive in this competitive landscape. We will draw insights from various sources, including industry reports, expert opinions, and case studies, to provide a comprehensive overview of the future of quick commerce in India.

The Rise of Quick Commerce in India

The emergence of quick commerce can be traced back to the COVID-19 pandemic, which led to widespread lockdowns and the closure of offline retail stores. As consumers turned to online delivery for their essential needs, quick commerce platforms gained traction and popularity. Companies like Gopuff, Getir, and Gorillas became household names as they offered fast and reliable delivery of groceries and other everyday items.

This shift in consumer behavior towards online delivery and the demand for faster and more convenient services have been driving the growth of the quick commerce industry in India. Consumers have become accustomed to the speed and convenience of quick commerce, leading to a rise in impulse purchases and a shift away from traditional scheduled grocery store visits.

Changing Consumer Expectations and Economic Realities

While quick commerce initially promised delivery times as short as 10 minutes, the economic realities of sustaining such rapid delivery have led to a reevaluation of the model. The high costs associated with 10-minute deliveries, including picking and packing costs, store rent, and last-mile delivery expenses, have forced companies to reassess their strategies and focus on profitability and unit economics.

As a result, quick commerce companies are moving away from the strict 10-minute delivery promise and exploring new approaches to meet consumer expectations while maintaining a sustainable business model. This shift requires a careful balance between delivery speed, cost optimization, and customer satisfaction.

Strategies for Survival in the Late-Stage Funding Winter

To survive and succeed in the competitive quick commerce landscape, companies need to adopt innovative strategies that address the challenges posed by the late-stage funding winter and ensure long-term sustainability. Here are five key strategies that quick commerce companies can consider:

1. Batching Orders and Increasing Delivery Times

One way to optimize the last-mile delivery costs is by batching orders and increasing the order delivery times. By delivering multiple orders simultaneously, companies can reduce the per-order delivery expenses and improve their net margins. This approach requires careful planning and coordination to ensure efficient route optimization and timely deliveries.

2. Cross Utilization of Delivery Fleets

Another strategy is to cross-utilize delivery fleets across different categories, such as food and grocery delivery. This approach allows quick commerce companies to eliminate the need for a dedicated delivery staff for each category and instead leverage an on-demand gig workforce. By optimizing the utilization of their delivery fleets, companies can reduce costs and improve overall operational efficiency.

3. Focus on Private Labels

Quick commerce companies can drive better margins by launching their own private labels and products based on data-driven insights. By leveraging their understanding of customer preferences and purchasing patterns, companies can develop and offer exclusive products that cater to specific consumer needs. Private labels not only enhance profitability but also provide customers with unique and differentiated offerings.

4. Automated Dark Stores and Micro-Fulfillment Centers

Automation plays a crucial role in optimizing the picking and packing costs in quick commerce operations. By implementing automated systems in dark stores and micro-fulfillment centers, companies can increase productivity and accuracy while reducing labor costs. Automated picking systems, combined with efficient inventory management, can significantly improve operational efficiency and reduce overall expenses.

5. Last-Mile Delivery Robots

Exploring the use of last-mile delivery robots can further enhance cost optimization in quick commerce. Delivery robots can carry multiple orders at once, optimizing the route for efficient and timely deliveries. Additionally, the use of robots reduces operational energy costs and offers a more sustainable and eco-friendly delivery solution. While this technology is still evolving, it holds great potential for improving last-mile delivery efficiency.

The Path Forward: Consolidation and Niche Offerings

As the quick commerce industry in India continues to evolve, consolidation is expected to play a significant role. Larger players may acquire smaller startups to expand their market presence and capabilities. At the same time, niche offerings within the quick commerce space are likely to emerge, with companies focusing on specific categories or premium services to differentiate themselves from the competition.

The demand for quick commerce is expected to remain strong, driven by consumers’ desire for faster and more convenient delivery options. While the 10-minute delivery promise may not be sustainable in the long run, companies that can strike the right balance between speed, cost optimization, and customer satisfaction will continue to thrive in the evolving quick commerce landscape.


The future of quick commerce in India lies in the ability of companies to adapt to changing consumer habits and economic realities. As the industry matures, companies need to reassess their strategies, focusing on profitability, cost optimization, and customer satisfaction. By implementing innovative approaches such as batching orders, cross-utilization of delivery fleets, private labels, automation, and last-mile delivery robots, quick commerce companies can navigate the challenges of the late-stage funding winter and position themselves for long-term success.

While the 10-minute delivery promise may have been the initial driving force behind the growth of quick commerce, sustainable and profitable models will rely on a more balanced approach that prioritizes cost optimization and efficient operations. As the industry continues to evolve, consolidation and niche offerings are expected to shape the future of quick commerce in India and provide consumers with even more convenient and tailored delivery options.