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As the festive season brings a surge in chocolate cravings, quick commerce platforms such as Zepto with 23 per cent and Instamart with 38 per cent emerged as key channels for sponsored product ads, indicating a heavy focus on impulse buying and immediacy, reveals a report by titled 'Sweet Success on Chocolate Craving across Digital Commerce Platforms' by mFilterIt. The report further highlighted that traditional e-commerce platforms such as Amazon with 21 per cent and Flipkart with 12 per cent were the primary contenders for chocolate ads, showcasing the importance of sponsored efforts in increasing product exposure. This means that visibility played a critical role in driving sales, especially during the festive rush. 

As per the report, festive season saw a trend towards premium pricing on quick commerce platforms, where chocolate products commanded higher average selling prices. For instance, dark chocolate gift packs were priced 10 per cent higher on quick commerce than on marketplaces, capitalizing on consumers’ willingness to pay for convenience and rapid delivery. Conversely, competitive pricing strategies dominated e-commerce marketplaces, where bulk buyers and value-seekers opted for multipacks and larger quantities.

Additionally, on sites like Amazon Fresh, high-quality images, A+ content and detailed descriptions helped brands drive organic visibility. In contrast, impulse-driven platforms like Instamart saw less emphasis on content as consumer behavior was more oriented towards convenience and immediate purchase. 

Also Read: <a href="https://www.storyboard18.com/brand-marketing/tanishq-bigbasket-collaborate-for-10-minute-delivery-of-gold-silver-coins-46398.htm">Tanishq, BigBasket collaborate for 10-minute delivery of gold, silver coins</a>

Talking about the report, Ajay Macaden, Chief Evangelist at mFilterIt states, “One of the most exciting aspects of the e-commerce channel is its ability to disrupt the status quo, allowing new brands to challenge established players. It’s equally interesting to observe how these established brands consistently bring their A-game to stay relevant in such a dynamic space, especially during festive periods. Through this report, we aim to demystify the e-commerce landscape and provide key insights to consider when crafting strategies for the chocolate category during the festive season—insights that can extend across other categories as well.”

The festive sales period also highlighted the importance of maintaining high availability, especially on quick commerce platforms where immediacy is critical. Brands that leveraged automated monitoring tools to track inventory and raise alerts for stockouts were able to meet the high consumer demand and avoid lost sales. However, availability remained a challenge in marketplaces like Flipkart, where some brands faced stock inconsistencies.

Also Read: <a href="https://www.storyboard18.com/advertising/maricos-profit-soars-105-yoy-despite-reduced-ad-spending-in-q2-fy25-46427.htm">Marico's profit soars 105% YoY, despite reduced ad spending in Q2 FY25</a>

The report further identified the need for brands to tailor product assortments based on platform-specific buying behaviors. Single packs were more popular on quick commerce platforms, catering to impulse buyers, while multipacks and combo offers found greater success on marketplaces, appealing to consumers seeking value and bulk purchases. Brands that optimized their assortment strategies accordingly were able to better meet customer expectations and drive higher sales.

Furthermore, the report unveiled four key pillars that chocolate brands should focus on to ensure e-commerce success during the festive season, that is visibility, pricing, availability, and content quality. Per the report, brands must take a data-driven approach to optimize their digital shelf presence.

Quick commerce emerges as the key channel for sponsor product ads, reveals mFilterIt's report

Tata-owned online grocery store bigbasket, is expanding its quick commerce capablities by teaming up with Tanishq to offer the rapid delivery of gold and silver coins within 10 minutes.

Storyboard18 reported two-weeks ago that a plethora of Tata-owned brands are preparing to collaborate with BigBasket's 10-minute delivery service, BB Now, in a bid to expand reach and capablities.

<a href="https://www.storyboard18.com/digital/tata-brands-gear-up-to-collaborate-to-strengthen-bigbaskets-bb-now-quick-delivery-service-45027.htm">Q-comm brewing: Tata Group brands gear up to strengthen BigBasket’s BB Now</a>

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, 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.

BigBasket and Tanishq

BigBasket said it will deliver Tanishq’s Lakshmi Ganesh (999.9 Purity) silver coin, 10 gram; Tanishq 22 carat gold coin, 1 gram; and Tanishq 22 carat gold coin With Lakshmi motif, 1 gram in just 10 minutes to customers during Dhanteras festival.

“We are thrilled to partner with bigbasket to bring our exquisite gold and silver coins directly to customers' homes. Dhanteras holds immense significance, and through this partnership, we aim to make it easier for people to partake in the time-honoured tradition of purchasing gold, symbolizing prosperity and good fortune," Pelki Tshering, Chief Marketing Officer Tanishq said.

Quick delivery of yellow metal

Apart from BigBasket, other quick commerce platforms such as Zomato-owned Blinkit and Swiggy Instamart are also offering 10-minute delivery of gold and silver coins.

Swiggy Instamart has partnered with Malabar Gold & Diamonds, Jar, and Muthooth Exim for the 10-minute delivery of gold and silver coins. On the other hand, Blinkit has teamed up with Malabar Gold & Diamonds and Joyalukkas.

Gold and silver prices


The rates of yellow metal on Tuesday witnessed a marginal decline. The cost of 24-carat gold decreased by Rs 490 on Tuesday to Rs 7,996 per gram. Whereas, 22-carat gold was down by Rs 450 to Rs 7,331.3 per gram.

In the national capital Delhi, gold rates were Rs 79,963 for 10 grams. Silver rates in Delhi were Rs 1,01,000 per kilogram on Tuesday. 

In Mumbai, the yellow metal's cost stood at Rs 79,817, in Chennai at Rs 79,811, and in Kolkata at Rs 79,815 for 10 grams, respectively.

Tanishq, BigBasket collaborate for 10-minute delivery of gold, silver coins

The Central Consumer Protection Authority (CCPA) has issued notices to several quick commerce companies for failing to comply with product disclosure requirements mandated by the Legal Metrology Act, PTI reported. Reportedly, these companies have been given 15 days to respond. 

CCPA Chief Commissioner Nidhi Khare confirmed that the notices were sent to three to four companies, although specific names were not disclosed. 

The law requires retailers to display essential product information, including maximum retail price, expiration date, weight, manufacturer details and consumer grievance contacts on packaged goods.

As quick commerce continues to grow in popularity, particularly in major Indian cities, the regulatory scrutiny comes amid broader efforts by the Consumer Affairs Ministry to ensure compliance with disclosure regulations in digital commerce. This move is aimed at protecting consumer interests in an increasingly digital marketplace.

The regulatory action stems from recent comments by CCPA Chief Commissioner Nidhi Khare, who mentioned that authorities were closely examining quick commerce platforms for their adherence to product disclosure requirements. This scrutiny aligns with the CCPA's broader mandate to ensure that companies comply with regulations aimed at protecting consumer rights, particularly in the rapidly expanding digital commerce sector. The focus on compliance highlights the government's commitment to ensuring transparency and accountability among quick commerce providers.

CCPA takes action against quick commerce companies for product disclosure violations

As Indian consumers increasingly rely on quick commerce platforms, major Tata Group brands are gearing up to partner with the company's 10-minute delivery service, BB Now. Notably, Tata-owned BigBasket's quick delivery division has been operational for approximately 2.5 years, but it was only in the past year that the company shifted its focus from slotted deliveries to quick delivery as part of a major overhaul of the brand. 

According to Raagleena Sripada, Head of Marketing at BB Retail, a plethora of Tata-owned companies have intended to join BB Now vertical. "In the next six months, there will be a lot of collaboration with big brands," Sripada added.

Notably, BigBasket partnered with Tata-owned jewellery brand Tanishq during Akshaya Tritiya this year. And, this month, the salt-to-software conglomerate's coffee chain Starbucks launched a pilot direct delivery via its mobile application.

Storyboard18 reached out to Tanishq and Starbucks but they declined to comment.

According to the senior vice president at Elara Capital Plc, Karan Taurani, quick commerce is a high-growth engine, with the segment growing by 60-80 percent over the medium term over the next three years. He said, "What started off with grocery in 10 minutes about two years back, now includes beauty personal care, gifting, pet care, food, mobile phones, gadgets, etc".

Taurani mentioned that while Starbucks might venture into the quick commerce space, it’s unlikely to offer a 10-minute coffee delivery service. Instead, the focus would be on selling gift items and accessories, such as coffee pouches and mugs. He further added, "It makes sense for Tanishq to sell gold coins and for Starbucks to offer coffee products and gift articles."

Last month, 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. 

'Marketing moves'

BigBasket is not only planning to collaborate with brands for its BB Now vertical but has also intensified its marketing efforts. Sripada told Storyboard18, "It was a strategic decision of the company to remain quiet over the past two years. Now, as we are make a massive switch from slotted deliveries to a quick commerce segment, marketing has become crucial".

The online grocery-to-gadgets delivery platform has allocated 60 percent for performance marketing and 40 percent for the brand-building campaign. Sripada said that the mainland agency of BigBasket is Pentagon Communications but the brand also works with other outdoor agencies depending on the need and campaign.

On influencer marketing for BB Now vertical, Sripada said BigBasket has signed a strategic partnership with Kusha Kapila, Gaurav Kapoor, and Danish Sait. She said, "When influencers are used correctly and in line with the brand's voice, it does have a good payoff".

'Business expansion'

The company is eyeing to expand the quick commerce segment in tier-3 cities. So far, BigBasket's 10-minute delivery services are available in tier-1 cities and a few tier-2 cities.

"Switching to quick commerce vertical across 200 cities will take time but we are moving quickly. Our focus will be to cover a maximum of the city with 10-minute delivery to ensure at least 80-90 percent of the city is covered," Sripada added, "BigBasket is ramping up to add around 100 dark stores in a year to meet the requirement". Currently, BBNow has 400 dark stores in 35 cities. BigBasket's plan is to link clusters of dark stores with these warehouses to streamline the delivery of both popular grocery items and non-grocery products. 

BigBasket's consolidated net loss narrowed by 21% to Rs 1,415 crore in the fiscal year 2023-24. The Tata-owner platform's losses were Rs 1,785.4 crore in FY2023.

According to the data sourced by data intelligence platform Tracxn, the revenue of BigBasket has scaled up by 6 percent to Rs 10,099 crore in FY24 as against Rs 9,499 crore in FY23.

The consolidated expenditure of the company has witnessed a marginal rise to Rs 11,515 crore in FY24 while the return on equity declined by 161 percent in the same fiscal year.

Founded in 2011, Tata acquired BigBasket in 2021 for $1.14 billion. According to Tracxn data, the online retailer has raised $942 million in more than 20 rounds.

Q-comm brewing: Tata Group brands gear up to strengthen BigBasket’s BB Now

The shareholders of IPO-bound Swiggy have reportedly approved the resolution to increase the size of the company's public issue from Rs 3,750 crore to Rs 5,000 crore. 

According to the Moneycontrol report, a sister publication of Storyboard18, Swiggy has created a provision to increase the IPO size by Rs 1,250 crore which requires additional funds. 

Citing sources, Moneycontrol said the shareholders approved the resolution to increase the IPO size during the Extraordinary General Meeting (EGM), held on October 3. 

Notably, only the size of the primary issue has been increased to Rs 5,000 crore. The offer for sale (OFS) component will remain unchanged at Rs 6,664 crore.

The Bengaluru-based food delivery platform is slated to go public later this year.

<a href="https://www.storyboard18.com/advertising/swiggys-ad-spend-drops-26-to-rs-1850-79-crore-in-fy2024-to-cost-effectively-invest-in-marketing-43347.htm">Swiggy's ad spend drops 26% to Rs 1850 crore in FY2024; to 'cost-effectively' invest in marketing</a>

The company made its draft red herring prospectus (DRHP) public on September 26. As per the DRHP, the losses of the company have widened by 8 percent to Rs 611 crore between April and June FY 2025 from Rs 564 crore in the same period last fiscal.

Swiggy's revenue from operation stood at Rs 3,222 crore in the first quarter of FY25 as against Rs 2,389.8 crore in the corresponding period of FY2024.

<a href="https://www.storyboard18.com/brand-marketing/swiggy-expresses-concerns-over-ondc-intensified-competition-and-economic-pressure-43445.htm">Swiggy expresses concerns over ONDC, intensified competition, and economic pressure</a>

Swiggy's listed rival Zomato's revenue was up by 74 percent to Rs 4,206 crore year on year in Q1 FY25. Zomato also posted a profit of Rs 253 crore in the Q1 of the current fiscal.


Swiggy's quick commerce arm, Swiggy Instamart, revenue was up by 108 percent to Rs 374 crore in the Q1 FY25 while Zomato's Blinkit clocked revenue of Rs 942 crore (23 percent growth) during the same period.

	
<a href="https://www.storyboard18.com/brand-makers/swiggy-admits-to-data-breaches-says-business-is-vulnerable-to-cyberattacks-43408.htm">Swiggy admits to data breaches, says business is vulnerable to cyberattacks</a>

Swiggy decreased its advertisement and sales expenditure by 26% to Rs 1850.79 crore in FY2024 from Rs 2501.16 crore in FY2023. In the quarter ended June 30, 2024, Swiggy spent Rs 445.3 crore on advertising and sales. In contrast, Zomato's advertisement and sales promotion expenses rose 17% YoY to Rs 1,432 crore in FY2024 and Rs 396 crore in Q1 FY2025. Swiggy emerged as the "most valuable brand in the Consumer Technology & Services Platforms" category and amongst the Top 25 most valuable brands in India, overall on the Kantar BrandZ Most Valuable Indian Brands Report 2024.

Swiggy shareholders approve increase in IPO size to Rs 5,000 crore: Report

Flipkart, an Indian e-commerce platform, saw over 33 crore users on Day 1 of The Big Billion Days, which launched on September 27, with early access beginning on September 26 for Flipkart VIP and Plus customers. The top metro cities such as New Delhi, Kolkata, Hyderabad, and Bengaluru continued to witness growing demand during the first 24 hours of TBBD 2024, Flipkart said. In addition, the shopping festival also saw demand from customers from regions such as Medinipur, Hisar, Berhampore, Bankura, and Agartala.


Shopsy, Flipkart's hyper-value platform, witnessed a 70 percent rise in customer visits and nearly a three-fold increase in transactions compared to the pre-festive season. According to Flipkart, popular categories like Lifestyle, Apparel, Home & Kitchen grew by 2X, while beauty personal care saw 3X growth during The Big Billion Days on Day 1.

	
<a href="https://www.storyboard18.com/brand-makers/reliances-seema-nair-joins-flipkart-as-chro-43056.htm">Reliance’s Seema Nair joins Flipkart as CHRO</a>

Flipkart also saw massive viewership for both 'video commerce' and 'Live commerce'.

"Products purchased during Live Commerce streams witnessed a 25X spike compared to the pre-TBBD period," the e-commerce giant said.

According to the internal data of Flipkart, 85% of Video Commerce consumers are youth and 65% of customers hail from Tier 2 cities.

	
<a href="https://www.storyboard18.com/digital/probe-finds-amazon-walmarts-flipkart-breach-competition-laws-in-india-42216.htm">Probe finds Amazon, Walmart’s Flipkart breach competition laws in India</a>

Flipkart's recently launched quick commerce platform Minutes saw 25% of all electronics sales in hyperlocal pin codes in Mumbai. However, in Delhi, almost 40% of pin codes are currently covered by Flipkart Minutes. 

Flipkart said that the top-selling electronics on Flipkart Minutes were laptops, computers, tablets, and desktop accessories in the first 12 hours of The Big Billion Days.

Flipkart's Big Billion Days: Top metro cities drive demand, tier 2 cities show promise

The rise of Q-commerce platforms has created new opportunities for grocery shopping in the country, with multiple players entering the hyper-local fast delivery market to capture a portion of the growing consumer base. However, Tata Group’s StarQuik has planned to stay away from the Q-commerce game. 

StarQuik was initially launched in Gurgaon in 2014 as GrocerMax by K. Radhakrishnan and Gaurav Juneja. It came under Tata’s aegis in 2017 when Tata Group sought to enter the e-grocery space. Shortly after, GrocerMax shut down in Gurgaon and shifted operations to Mumbai. The platform’s strategy of sourcing groceries from Star Bazaar and delivering them to consumers has been successful. StarQuik currently delivers groceries in Ahmedabad, Mumbai, Pune, Bangalore, and Hyderabad.

At the Retail Technology Conclave, ReTechCon 2024, K. Radhakrishnan, Co-founder of StarQuik, spoke to Storyboard18 about the platform’s growth, the Q-commerce race, and the ongoing competition between traditional retailers and Q-commerce platforms.

Radhakrishnan said, “StarQuik is an omni-channel company. We are not an independent, stand-alone business. Our purpose is to serve Star Bazaar stores, allowing customers to shop both in-store and online. We have no intention of turning StarQuik into a standalone entity with its own inventory. We source stock directly from Star Bazaar stores.”

He further explained, “We are not part of the quick commerce game, nor do we intend to be. We are piloting a few formats, but very few businesses operate in the omni-channel space that we are in. More importantly, I believe omni-channel is the only model that has a good chance of being profitable.”

When asked about StarQuik’s profitability, Radhakrishnan said, “I can’t disclose specific numbers, but I’m confident that our performance is better than many others. StarQuik will grow as Star Bazaar grows. Our growth trajectory is directly tied to store growth. We are a service for in-store shoppers who also buy grocery online.”

Radhakrishnan added, “If a customer places an order online, we deliver within three hours. However, we prioritize offering top-quality products, which is very important. Our Star Bazaar stores provide excellent quality fruits, vegetables, meat, and staples. Our unique selling proposition is that we deliver to customers at the same price as they’d pay in-store. This has resonated with our customers. Star Bazaar has performed well in recent years, and StarQuik will grow alongside it.”

Recently, BigBasket pivoted to a Q-commerce model, moving from scheduled deliveries to offering products in 10 minutes.

When asked if StarQuik would consider shifting to Q-commerce, Radhakrishnan replied, “No, we are not doing that. We are omni-channel. We reflect the store’s offerings and deliver whatever is available in-store to our customers.”

Discussing the ongoing price war between Q-commerce platforms and retailers, Radhakrishnan said, “I don’t think retail store sales are declining. In fact, it’s the e-commerce platforms that were already delivering groceries in three to five hours that are seeing a decline, as Q-commerce players now offer deliveries in 10 to 15 minutes.”

He continued, “I believe online and offline consumers are different. Today, many consumers still prefer to go out and buy groceries for an entire month.”

Addressing concerns over alleged unfair trade practices by e-commerce and Q-commerce platforms, Radhakrishnan said, “I feel offline players are offering more discounts compared to online platforms, or they are at least on par. India has become a discount-driven market, both online and offline. There was a time when products were sold at MRP, but in the grocery segment, offline players are offering deeper discounts, which online platforms can’t match. However, if consumers want groceries delivered in 15 minutes, they’ll have to pay extra for that. Across all segments, lower prices have become essential.”

Star Bazaar, a retail chain owned by Trent Hypermarket Pvt. Ltd., is part of the Tata Group. Trent recently announced plans to add 20 to 25 Star Bazaar stores in FY25, increasing its total footprint to around 90 stores by the end of the year.

EXCLUSIVE: ‘Tata Group’s StarQuik not in Q-commerce rat race’, says K Radhakrishnan, Co-founder

Multiple retail trade associations and federations have written to the Indian government, expressing concerns that the growth of Q-commerce platforms is hurting their retail businesses. The Retailers Association of India (RAI) believes that instead of complaining about the rise of Q-commerce and e-commerce platforms, retailers should focus on upgrading themselves.

It's worth noting that several FMCG companies have reported strong double-digit growth in online sales through quick-commerce. According to a RedSeer report, the Q-commerce market is expected to reach $5.5 billion by 2025. The contribution of quick-commerce platforms to the online grocery market is projected to increase from 10% to 45% in the coming years. In 2023, the gross merchandise value (GMV) of quick commerce in India reached $2.3 billion, showing a growth of over 70% compared to the previous year.

On the sidelines of the Retail Technology Conclave, ReTechCon 2024, Kumar Rajagopalan, CEO of the Retailers Association of India (RAI), spoke to Storyboard18 about the ongoing Q-commerce vs. Retailers conflict, which has now reached the Competition Commission of India (CCI).

Addressing the allegations of unfair trade practices by Q-commerce and e-commerce platforms, Rajagopalan stated, “When it comes to unfair trade practices and allegations by retailers, we need to wait and see. The government has a mechanism to address such issues.”

Rajagopalan added, “As far as Q-commerce platforms are concerned, they are here to stay because customers are getting something they've always wanted. At RAI, we believe in creating a level playing field for all retailers, and the Indian government has already launched the Open Network for Digital Commerce (ONDC), which will likely incorporate hyper-local and fast-commerce capabilities.”

He went on to say, “We are waiting for ONDC to improve further, and RAI is actively working with them. I believe that when your trusted local retailer can provide the product you want, whether online or offline, at the desired speed, small retailers will naturally thrive.”

Rajagopalan emphasized, “Our goal is to help small retailers improve their operations. As the Retailers Association, we don’t believe in halting new or innovative businesses, but we aim to ensure everyone has a level playing field.”

Recently, All India Consumer Products Distributors Federation (AICPDF), which claims to represent about 800,000 entities, expressed concerns over the rapid expansion of quick commerce platforms. They allege that these platforms create an uneven playing field, negatively impacting small retailers.

The AICPDF submitted a complaint to the Ministry of Commerce and Industry, raising concerns about anti-competitive practices by quick commerce companies and calling for an investigation.

When asked about RAI's stance on this issue, Rajagopalan said, “The debate over whether retailers should be available both online and offline is now irrelevant. Customers are shopping both ways. Any retailer worth their salt must be available online and offline, which is why I support ONDC. You can’t do anything that goes against customer interests—it will backfire.”

He added, “The key is to enable everyone to do business for the customer. However, if someone is engaging in deep discounting or loss leadership practices that are anti-competitive, these should be addressed, and it’s the government’s responsibility to ensure such practices are stopped.”

“At RAI, we always emphasize a level playing field. No one should take undue advantage of the situation with unfair trade practices. At the same time, businesses should not expect things to be the same as they were a decade ago—COVID has changed all of us as consumers. Retailers must adopt new methods to upgrade themselves.”

The Department for Promotion of Industry and Internal Trade (DPIIT) has referred a complaint against quick commerce companies to the CCI for further investigation.

Moreover, Confederation of All India Traders (CAIT) has urged the government to suspend the 'festival sales' events of Amazon and Flipkart, as they will further harm domestic traders through the continued use of anti-competitive practices.

On September 26, Madras High Court lawyer K Narasimhan alleged in his complaint to the DPIIT that e-commerce platform Flipkart is offering discounts at product level for select sellers and creating a non-competitive environment. The letter was sent to the Department for Promotion of Industry and Internal Trade Secretary Amardeep Singh Bhalla.

‘Q-commerce is here to stay, retailers must upgrade themselves’, says CEO of Retailers Association of India

The All India Consumer Products Distributors Federation (AICPDF) has expressed concerns about quick commerce firms' deep discount practices in a letter to FMCG brands.

The AICPDF, which represents 4 lakh retail distributors, has highlighted an 'alarming' trend of predatory pricing and deep discounting practices in a report by CNBC TV18. AICPDF argues that these practices undermine the distribution network, erode brand value, and create unrealistic consumer expectations around pricing

It argued that retailers lack the financial backing to match such offers, placing them in an unfair position and pushing them to the brink of survival.

	
<a href="https://www.storyboard18.com/digital/quick-commerce-platforms-to-face-scrutiny-from-cci-after-dpiit-flags-concerns-42883.htm">Quick commerce platforms to face scrutiny from CCI after DPIIT flags concerns</a>


AICPDF warned that if FMCG companies fail to act against these 'harmful practices,' it will launch a mass non-cooperation movement against them.

"We believe that such a disruption would be detrimental to all stakeholders and we hope to avoid such drastic measures," Dhairyashil Patil, National President of AICPDF said.


These tactics devalue the hard work and loyalty of distribution partners, raising concerns about the market's long-term sustainability. This threatens to disrupt the carefully nurtured relationships that have been built over decades, potentially leading to a breakdown of the traditional supply chain," Patil added.

	
<a href="https://www.storyboard18.com/brand-marketing/users-rise-by-22-percent-on-top-five-quick-commerce-apps-during-pre-festive-period-tonic-worldwides-gipsi-41471.htm">22 percent rise in users on quick commerce apps during pre-festive period: Tonic Worldwide’s GIPSI report</a>

AICPDF urged the FMCG players to closely monitor and evaluate the effect of quick commerce apps on distribution and retail networks.

The distributor's body appealed to the big FMCG brands to keep a check on activities that could potentially disrupt the delicate balance between the two.

The letter follows the recent complaint to the Commerce Ministry and the Department for Promotion of Industry and Internal Trade (DPIIT), alleging violations of Foreign Direct Investment (FDI) regulations by operating inventory-based models, which is prohibited under the Press Note 2 of India's e-commerce policy.

Distributors' body expresses concerns over quick commerce firms' deep discount practices

Tata-owned bigbasket has forayed into an electronic category to stay in the competition in the quick commerce space. Bigbasket has partnered with Cromā, a subsidiary of Tata Digital, to deliver iPhone 16 in just 10 minutes.


While Bigbasket's BB Now has been in operation for approximately two and a half years,  it intensified its operation last year due to the surging demand for rapid deliveries.


The e-grocery platform said it will also deliver other electronic products such as laptops, PlayStation consoles, microwaves, and more in a super fast mode to the doorstep from Friday onwards.


Initially, the ultra-fast delivery of services of the electronic items will be be available to the app users in Bengaluru, Delhi-NCR and Mumbai.

"We are thrilled to bring the iPhone 16 to our platform, marking the beginning of our foray into the electronics space. This is just the start soon, we will be offering a wide range of top-tier electronics, all available with our lightning-fast delivery service," Hari Menon, co-founder and CEO of bigbasket said.

Earlier this year, bigbasket experimented with reducing delivery times, first offering two-hour delivery slots under its Supersaver service and then planning to reduce them to one hour.


The company has plans to deploy 500-600 dark stores nationwide and link them with its warehouses to streamline delivery of both popular grocery items and non-grocery products.

Currently, bigbasket has 10,000 Stock Keeping Units and plans to increase this number to between 25,000 and 30,000 in the near future. The operations of bigbasket expanded to more than 400 cities, recording about 15 million customer orders per month. In 2020, the company reached the milestone of $1 billion in annual revenues.

The quick commerce industry in India has experienced rapid growth since the pandemic. It is projected to touch US$ 5.5 billion by 2025, as per a RedSeer report.

QUICK COMMERCE