Quick commerce reset

The express delivery service may look very different from today's crowded battlefield--but far more sustainable

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INDIA'S BRUTALLY COMPETITIVE quick-commerce market is clearly heading for a shakeout, as Blinkit CEO Albinder Dhindsa predicts. He's probably right. But the "correction", as he calls it, may not arrive as quickly as expected-not when the early movers have already become default suppliers to affluent households across India's major cities. Some challengers, particularly deep-pocketed horizontal e-commerce giants like Amazon and Flipkart, have little reason to exit soon. Big-box retailers such as JioMart and DMart Ready also have the balance sheets and patience to stay in the fight. Meanwhile, the overwhelming institutional response to Swiggy's ₹10,000-crore share sale underscores a key point: the top two or three players are likely to survive and share the gains. Though eight-odd firms are vying for market share, Blinkit and Swiggy's Instamart have pulled decisively ahead, with Zepto firmly in third place. At this pace, the trio could end up controlling 70-80% of the market-mirroring the concentration seen in India's broader e-commerce sector.