Quick Commerce

Quick commerce in India is no longer just about groceries and essentials. As consumer behaviour shifts towards instant gratification, fashion has emerged as the next big frontier for 15–45-minute delivery platforms. With high margins, event-driven urgency, and tech-savvy buyers, fashion could transform quick commerce into a sustainable and profitable model for the Indian retail industry.

Observers are agog over how the launch of a pilot qcom programme by leading e-commerce player, Myntra, will play out. Speculation is rife about what this will mean for fashion markets in India. The talk is mostly about brands and big players. What do these mean for small manufacturers? Do they get new platforms to sell? Or, does this mean they will get financially squeezed as they are often on e-comm marketplaces? An analysis.

The launch of M-Now from Myntra, India’s biggest online fashion player, has caused a stir in the fashion e-tail space in India. This move comes in the backdrop of grocery delivery apps adding apparel to their carts in the last few months. But then, can fashion deliveries work the same way as food and grocery deliveries do? Is Myntra’s a defensive act, or is it a desperate one? An analysis.