India sees a 150% rise in protein-related orders via quick commerce over two years, with smaller cities growing over 200% faster than metros. Consumers are shifting to 'better-for-you' options, boosting sales of whey, Greek yogurt, and protein snacks.
Quick-commerce platforms like Zepto are reshaping India's pharmaceutical retail by capturing repeat-use wellness categories, though overall sales remain flat. Data shows wellness brands gained mid-to-high single digit growth (Aug 2025–Mar 2026) while acute-care brands declined. Zepto launched 10-minute medicine delivery in August 2025 across key metros, competing with PharmEasy and Tata 1mg. The OTC market is projected to double to Rs 98,000 crore by 2030, driven by digital migration for wellness products.
Quick commerce firms in India are facing a shortage of delivery partners as intense heatwaves grip the country, with riders refusing to work during peak afternoon hours. Companies are offering additional incentives of Rs 8-15 per delivery on top of the Rs 20-30 average to keep riders on the road. Meanwhile, demand for summer essentials like ice cream, beverages, fans and juicers has surged 2-3 times higher than initially planned, prompting brands to increase production and cold storage capacity.
Amazon India is investing Rs 2,800 crore to expand its logistics network and double the footprint of its quick commerce service, Amazon Now. The move is part of a broader $35 billion commitment to the Indian market by 2030 to improve delivery reliability and speed.
India's quick commerce market is experiencing a surge in competition as Flipkart and Amazon aggressively expand their dark store networks and offer deep discounts, intensifying pressure on profitability and leading to potential consolidation.
