THE 'INSTANT KARMA' OF INDIAN SHOPPING

The sustainability of quick commerce in India hinges on more than just cheap labour and investor backing; it also depends on infrastructure, regulatory shifts, and socio-economic dynamics

- Anagh Pal

KOLKATA-BASED SOUMA Sen's morning routine has changed in the last couple of years. Earlier, in the morning, after his workout, and before leaving for office, he would go to the local market to get fruits and vegetables, as he preferred to have them fresh. Once in a while, he had to make an emergency trip to the nearby market when his cook ran out of chillies or mustard oil.

Not anymore. All items of daily need are delivered to his house in seven minutes flat, and even when there is the need for anything at the last moment, his wife does not bother him but orders it through a quick commerce app instead. Of course, he ends up spending a bit more, but since both he and his wife are working, and ordering through an app saves them time, he does not mind. He still goes out twice a week to get fish, but that is about it.

What is happening here was unthinkable even a decade ago. And more interestingly, nobody perhaps even felt the need for it then. Today, we cannot imagine a life without this quick commerce (Q-commerce) apps.

A Battle of Epic Proportions The Q-commerce battle for supremacy is undoubtedly one of the hottest in the Indian business landscape now.

According to Redseer Strategy Consultants, as of March 2024, the Indian Q-commerce market was worth $2.8 billion. A report by Deloitte estimates that the Q-commerce market will be worth a whopping $40 billion by 2030 and naturally nobody wants to miss the bus.