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Quick commerce in India: Market leaders & new entrants

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Quick commerce is taking centre stage in the Indian market, with the trio of Blinkit, Swiggy Instamart, and Zepto harnessing their early mover advantage. These companies have established strong brand recognition and captured a significant share of the market. In FY24, the combined revenue of these three players exceeded $1 billion, while reports indicate a staggering 280% growth in the quick commerce industry in India over the past two years.

These market leaders are not limiting themselves to grocery deliveries. They are venturing into new categories, including fashion and electronics. The hallmark of quick commerce lies in its promise of rapid delivery—often within just 10 minutes—setting it apart from traditional e-commerce platforms that can take days. Beyond these major players, a wave of startups and tech companies are eager to replicate the success of the incumbents.

Meet India’s new quick commerce brigade

As the quick commerce landscape continues to evolve, here’s a look at some notable players entering the 10-minute delivery space:

1. Amazon India

Amazon is set to roll out its quick commerce vertical in early 2025, despite the competition. The company is bolstering its supply chain through Amazon Fresh, aiming for grocery deliveries within 20 to 30 minutes. Recently, it expanded its grocery delivery service to 130 cities, doubling its reach from last year. Amazon is also enhancing its logistics capabilities by incorporating advanced technologies and optimising delivery routes, ensuring efficiency and reliability. The focus on same-day deliveries for Prime members is expected to play a significant role in attracting customers looking for immediate access to a wide range of products.

2. BBnow

BigBasket, owned by Tata, has transitioned to a full-scale quick commerce platform after successfully piloting 30-minute deliveries. The company plans to deploy 500-600 dark stores nationwide, integrating these with existing warehouses to streamline delivery of both groceries and non-grocery items. BigBasket aims to generate $1 billion from its quick commerce segment this financial year. Additionally, the company is leveraging data analytics to understand consumer preferences, enabling personalised offerings that cater to local tastes. BigBasket’s commitment to quality and fresh products, combined with its strategic partnerships with local suppliers, positions it well in the competitive landscape.

3. FirstClub

Founded by former Cleartrip CEO Ayyappan R, FirstClub seeks to establish a Costco-like experience in India. The startup is currently in talks to raise funds for its quick commerce venture, focusing on delivering curated premium products within 20 to 30 minutes, alongside an offline retail presence. FirstClub’s unique model aims to create a membership-based platform, offering exclusive deals on high-quality products, thereby attracting discerning consumers. The startup is also exploring partnerships with local artisans and brands to provide a diverse product range that emphasises quality over quantity.

4. Flipkart Minutes

Flipkart has recently expanded its “Minutes” service, which promises delivery of various products within 10 minutes. After a successful pilot in Bengaluru, the service is now available in Delhi NCR. Notably, users can cancel or refuse orders if their expectations aren’t met. Flipkart is also investing in advanced AI and machine learning technologies to predict demand patterns and optimise inventory management across its dark stores. The service focuses not only on groceries but also offers a selection of essentials, catering to the needs of urban consumers looking for convenience.

5. JioMart

Reliance Retail’s JioMart is re-entering the quick commerce space with a pilot in Mumbai and Navi Mumbai, promising grocery and FMCG deliveries within an hour. Plans are in place to reduce this time to 30-45 minutes and expand product categories, leveraging Reliance’s extensive network of stores. JioMart is also exploring partnerships with local businesses to enhance product offerings and improve delivery capabilities. The integration of technology, such as real-time tracking and automated inventory systems, aims to streamline operations and enhance customer satisfaction.

6. Myntra

Myntra, owned by Flipkart, has become a pioneer in quick commerce for fashion, offering a four-hour delivery window in select locations. The platform plans to expand its quick delivery services to more cities by the end of 2024. Myntra is focusing on curating fashion items that are in high demand, enabling quicker fulfilment. Additionally, the platform is investing in advanced logistics solutions to ensure timely deliveries and reduce operational costs. Collaborations with brands for exclusive launches and limited-edition collections are also part of Myntra’s strategy to attract fashion-forward consumers.

7. Nykaa

Nykaa has launched a quick delivery pilot in Mumbai, targeting a 10-minute delivery window for select products. However, analysts warn that this ambitious plan could lead to increased fulfilment costs. Nykaa is emphasising the quality of its beauty products and leveraging its existing logistics network to optimise deliveries. The company is also exploring partnerships with local salons and beauty professionals to offer exclusive services, enhancing customer engagement and expanding its product offerings.

8. Ola

Ola is exploring a return to quick commerce, planning to set up automated dark stores to enhance delivery speed. The company aims to utilise its existing infrastructure to streamline the process. Ola’s previous foray into quick commerce under Ola Dash has provided valuable insights that will inform its new strategy. By leveraging its expertise in logistics and technology, Ola is positioned to disrupt the food delivery segment once again, potentially offering unique services like meal subscriptions and event catering in the future.

9. Slikk

Founded in August 2024, Slikk aims to deliver branded fashion items within 60 minutes. The platform employs machine learning to tailor the shopping experience to customer preferences. Slikk is focusing on building a strong brand identity around quality and sustainability, partnering with ethical fashion brands to cater to socially conscious consumers. The startup also plans to introduce features like virtual fitting rooms and personalised styling recommendations to enhance the shopping experience.

10. Swish

Launched in August 2024, Swish focuses on delivering fast food within 10 to 15 minutes in Bengaluru. The startup operates a cloud kitchen and aims to expand to more locations shortly. Swish is leveraging data analytics to understand customer preferences and optimize its menu offerings. The company also plans to introduce subscription models for regular customers, allowing them to enjoy exclusive discounts and offers. As it expands, Swish aims to incorporate a diverse range of cuisines to attract a broader audience.

With both established players and newcomers vying for market share, the landscape is evolving rapidly. It will be exciting to see how these companies shape the future of delivery services in India, pushing the boundaries of convenience and customer satisfaction.





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Major tech, startup policies of 2024: AI, space tech, blockchain define the year

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India took bold strides in 2024 with a series of transformative tech policies aimed at accelerating innovation and economic growth. By prioritising key sectors and enhancing digital infrastructure, the policies set the stage for a more connected, efficient, and technologically advanced future.

“Globally, 2024 marked a year of AI shaping the future vision of companies and nations. In 2024, key policy changes included passing the EU AI Act, the world’s first comprehensive regulation on AI, emphasising risk-based categorisations,” Manpreet Singh Ahuja, Chief Digital Officer and TMT Leader at PwC India, tells YourStory.

“India introduced several transformative tech policies, with a focus on digital privacy, AI, and data protection. The Data Protection Bill, now closer to implementation, sets stringent guidelines for data collection, processing, and storage, ensuring user privacy while promoting digital innovation,” he added

Dive in to read the top tech and innovation policies that shaped the year.

India AI mission

The IndiaAI Mission was launched in March 2024 to establish a robust AI ecosystem in India by creating a high-end computing infrastructure with over 10,000 graphics processing units (GPUs) and promoting indigenous AI technologies. 

In March, the Union Cabinet approved an allocation of over Rs 10,300 crore for the IndiaAI Mission for five years with Rs 551.75 crore budgeted for 2024-25.

The funding will drive key initiatives like the IndiaAI Compute Capacity, IndiaAI Innovation Centre, IndiaAI Datasets Platform, IndiaAI Application Development Initiative, IndiaAI FutureSkills, IndiaAI Startup Financing, and Safe & Trusted AI.

“The policy encourages domestic AI development, which could lead to increased investment in AI research and development within Indian companies,” says Akhilesh Tuteja, Global Head- Cyber Security and Partner and Head, Technology, Media and Telecommunications, KPMG in India.

Powered learning tools could transform the education sector and AI-assisted diagnosis and personalised medicine solutions may emerge due to the policy’s support for AI innovation, he adds.

Karnataka’s Draft Space Technology Policy

Unveiled at the Bengaluru Tech Summit 2024, the Draft Karnataka Space Technology Policy 2024-2029 will focus on all segments (upstream and downstream) of the space value chain for commercial, defence space and electronics and space research—astronomy and astrophysics.

With the draft policy, the Karnataka government aims to position the state as a global hub for space technology by capturing 50% of India’s space market share. It focuses on skill development, investment incentives, infrastructure creation, and support for startups and MSMEs to boost the space sector.

space technology

Bio E3 policy

In August, the Department of Biotechnology approved the BioE3 (Biotechnology for Economy, Environment and Employment) Policy to foster high-performance biomanufacturing.

The policy includes innovation-driven support to R&D and entrepreneurship across thematic sectors to accelerate technology development and commercialisation by establishing biomanufacturing and bio-AI hubs, and biofoundry. 

 It also aims to accelerate India’s green growth by advancing the circular bioeconomy.

“By encouraging biotech startups and research, the policy may lead to improved medical treatments and diagnostics,” says Tuteja. He adds that biotech innovations could improve crop yields, disease resistance and sustainable farming practices.

Union Budget 2024

Abolishing angel tax

“The abolishment of angel tax in Budget 2024 is expected to significantly boost India’s startup ecosystem by attracting more investments and fostering innovation,” Tuteja notes.

Integrated Technology Platform

Finance Minister Nirmala Sitharaman also announced the setting of Integrated Technology Platform to improve the outcomes under the Insolvency and Bankruptcy Code for achieving consistency, transparency, timely processing, and better oversight for all stakeholders.

Research and development (R&D)

The finance minister also announced that the government will operationalise the Anusandhan National Research Fund for basic research and prototype development.

Additionally, it will establish a framework to drive private sector-led research and innovation on a commercial scale, supported by a Rs 1 lakh crore financing pool, as announced in the interim Budget.

She also announced a venture capital fund of Rs 1,000 crore to expand the space economy.

PM Internship scheme

Sitharaman also announced a scheme to provide 1 crore youths with internship opportunities in top 500 companies in 5 years. The interns will gain 12 months of exposure to real-life business environments, varied professions, and employment opportunities. They will also get an internship allowance of Rs 5,000 per month along with a one-time assistance of Rs 6,000, with companies bearing the training cost and 10% of the internship cost from their CSR funds.

The pilot project began in October targeting 1.25 lakh internships.

Production-linked incentive schemes

PLI scheme for automobile and auto components industry

Approved on September 15, the scheme aims to enhance India’s manufacturing capabilities for Advanced Automotive Technology products, overcome cost disabilities, and build a robust supply chain.

According to PIB, it has a budget outlay of Rs 25,938 crore over five years. 

Additionally, the scheme offers incentives of 13%-18% for electric vehicle and hydrogen fuel cell components, and 8%-13% for other AAT components. 

Scheme to Promote Manufacturing of Electric Passenger Cars

Notified in March, the scheme aims to position India as a global EV manufacturing hub, attracting investments and boosting domestic value addition (DVA). 

Applicants must invest at least Rs 4,150 crore ($500 million) within three years, achieving 25% DVA, and 50% within five years. Limited imports of e-4Ws at reduced customs duty (capped at 8,000 units annually) are allowed, with duty benefits per applicant capped at Rs 6,484 crore. 

PLI scheme for Advance Chemistry Cell (ACC), Battery Storage in India

The government also approved a Rs 18,100-crore PLI scheme to set up manufacturing facilities for ACC and battery storage, over seven years. 

Three beneficiary firms are set to invest around Rs 14,810 crore to establish 30 GWh ACC capacity. A capacity of 1 GWh is in a pilot run by Ola Cell Technologies in Tamil Nadu. As of October 2024, a total of Rs 1,505 crore investment has been made.

Draft Digital Competition Bill

The Draft Digital Competition Bill 2024 aims to regulate large digital enterprises to ensure fair competition and curb monopolistic practices. It also discusses measures such as the ex-ante framework to address potential anti-competitive behaviours before they occur.

The Bill focuses on preventing big tech companies from favouring their own services and using data from one business to benefit another. It also lists heavy penalties for violations, fostering a level playing field for smaller businesses and promoting innovation.

“Aimed to regulate digital markets and curb monopolistic practices by granting the Competition Commission of India pre-emptive powers…the Bill specifically targets gatekeeper platforms, including ecommerce sites, search engines and social media,” notes Tuteja.

RBI’s revised guidelines for P2P lending

In August, the Reserve Bank of India (RBI) revised its regulatory framework for non-banking financial companies facilitating peer-to-peer lending (NBFC-P2P) to curb malpractice and improve transparency in the sector.

The updated regulations, now in effect, stem from RBI’s findings that several platforms were breaching existing norms, posing potential risks to both lenders and borrowers.

To increase transparency, stricter disclosure requirements have been introduced. Platforms must now report not only the performance of their loan portfolios but also the specific losses incurred by lenders.

Fintech - Lending against securities

PM E-DRIVE

With a budget of Rs 10,900 crore, the PM E-DRIVE scheme builds on the FAME II scheme to promote green mobility and strengthen the EV manufacturing ecosystem.

According to PIB, the allocation includes Rs 3,679 crore for subsidies to support electric two-wheelers and three-wheelers, e-ambulances, and e-trucks; Rs 4,391 crore for the procurement of e-buses by public transport agencies; Rs 2,000 crore for installing fast chargers; Rs 780 crore for upgrading testing agencies; Rs 500 crore each for e-ambulances and e-trucks; and Rs 50 crore for administrative expenses.

Atal Innovation Mission

On November 25, 2024, the Union Cabinet approved the continuation of the Atal Innovation Mission (AIM), under the aegis of NITI Aayog, with an enhanced scope of work and an allocated budget of Rs 2,750 crore till FY28.

AIM 2.0 is designed to strengthen India’s innovation and entrepreneurship ecosystem by ushering in more innovators and entrepreneurs,  improving the success rate of startups and improving the quality of products and services.

MeitY’s Vishvasya

Launched by the Ministry of Electronics and Information Technology (MeitY), the Vishvasya-Blockchain Technology Stack offers blockchain-as-a-service with a geographically distributed infrastructure designed to support various permissioned blockchain-based applications

According to PIB, the technology stack is hosted on geographically distributed infrastructure at NIC Data centres.

Also launched were lightweight blockchain platforms—NBFLite; Praamaanik, an innovative blockchain-enabled solution for verifying mobile app origin; and National Blockchain Portal.

Key announcements to anticipate in 2025

“India is expected to roll out comprehensive guidelines for AI ethics and safety, addressing emerging concerns regarding data usage and AI transparency. Additionally, we should expect more favourable policies and announcements around India’s semiconductor and digital infra vision,” saysid Ahuja, the Chief Digital Officer and TMT Leader at PwC India.

According to Akhilesh Tuteja, Global Head- Cyber Security and Partner and Head, Technology, Media and Telecommunications, KPMG in India the following are the major announcements what to keep an eye out for in 2025.

Digital Personal Data Protection rules

The government of India is set to implement the Digital Personal Data Protection (DPDP) rules in 2025. The DPDP Act passed in August 2023, aims to clarify data protection measures for all companies, including data transfer protocols and exemptions for startups.

Semicon 2.0 

Following the success of the Semicon India initiative, the Indian government is expected to launch SEMICON 2.0 in 2025, which will focus on the entire value chain, including design, fabrication, packaging, and testing.

RBI cloud services

The Reserve Bank of India (RBI) is expected to launch a pilot programme in 2025 to offer affordable local cloud data storage to financial institutions, in collaboration with domestic IT firms, to compete with international cloud service providers and cater to smaller banks and financial firms.

National IT Policy

India is expected to introduce a new national IT policy, replacing the decade-old National Policy on information technology, with the finalisation expected by year-end after consultations with industry stakeholders. The policy aims to boost engineering research and development, employment, global capability centres, workforce skilling and IT product development and sets ambitious export targets for IT products and services over a three-to-five-year timeframe.





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RBI permits UPI transactions via prepaid payment instruments using third-party apps

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The Reserve Bank of Indiaon Friday allowed prepaid payment instruments holders to make and receive UPI payments through third-party mobile applications.

It has been decided to enable Unified Payments Interface (UPI) payments from/to full-KYC prepaid payment instruments (PPIs) through third-party UPI applications, the central bank said in circular.

“A PPI issuer shall enable holders of only its full-KYC PPIs to make UPI payments by linking its customer PPIs to its UPI handle. UPI transactions from PPI on the issuer’s application shall be authenticated using the customer’s existing PPI credentials,” it said.

Such a transaction will, thus, be pre-approved before it reaches the UPI system.

A PPI issuer, in its capacity as a payment system providers, should not on-board customers of any bank or any other PPI issuer, the RBI said.

The RBI’s decision is aimed at providing more flexibility to holders of PPIs such as gift cards, metro rail cards, and digital wallets, among others.

Currently, UPI payments from/to a bank account can be carried out using the UPI application of that bank or of any third-party application provider.

However, UPI payments from/to a PPI can only be carried out using the mobile application provided by the PPI issuer.

UPI is an instant real-time payment system developed by National Payments Corporation of India to facilitate inter-bank transactions through mobile phones.

PPIs are instruments that facilitate purchase of goods and services, conduct of financial services, and enable remittance facilities against the value stored therein.





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Fresh capital commitments drive success of Bihar Business Connect 2024

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In a renewed push to make the state of Bihar an attractive investor destination, the second edition of Bihar Business Connect 2024 registered commitments of Rs 1.8 lakh crore from various industry segments. The two-day event concluded on December 20 with 423 Memoranda of Understanding (MoU) between various industries across sectors and the state government.

The annual event, which was attended by national and global investors, also focused on encouraging MSMEs and startups in the state to set up a base for employment generation and encouraging entrepreneurship.

The event saw presentations from MSMEs and startups which have availed of government schemes including the plug-and-play facility to set up production units, a seed fund under the Bihar Startup Policy, and other benefits.

“Today we (state of Bihar) are ready to reclaim our place. With a population of 14 crore and a wealth of skilled youth excelling in exams like the UPSC, our potential is immense. It is time to harness this talent, uplift every section of the society and drive Bihar forward,” said Deputy Chief Minister of Bihar, Samrat Chaudhary, at the event.

Deputy Chief Minister Vijay Kumar Sinha added that the state has maintained double-digit growth for the past fifteen years and is charting its way to progress in different industrial sectors.

At the conclusion of the event, the state saw commitments of nearly Rs 90,734 crore from the renewable energy sector, the highest among all investments. Sun Petro Chemicals committed to an investment of Rs 36,700 crore. Dilip Shanghvi, Managing Director of Sun Petrochemicals, said that the company will make the investment in Bihar to set up solar projects and pumped hydro projects in the state. The renewable sector also saw commitments from Adani Group and NHPC.

Other sectors contributing significantly to the investments included general manufacturing, with commitments to the tune of Rs 55,888 crore, and the food processing industry, with commitments of Rs 13,663 crore. In the latter, SLMG Beverages, which is a leading bottler and distributor of Coca Cola beverages, committed to an investment of Rs 3,000 crore in the state.

Nitish Mishra, Industries and Tourism Minister in the Government of Bihar said, “Over the past 19 years, Bihar has risen from a negative growth rate to achieving historic milestones, now contributing significantly to the country’s growth.” He added that the MoUs signed in the current edition of the Bihar Business Connect were threefold of the previous year.

The event also saw the announcement of upcoming policies as part of a presentation by Bandana Preyashi, Secretary, Department of Industries at Government of Bihar. These included the Bihar Food Processing Policy 2024, Bihar Pharmaceuticals Promotion Policy 2024, Bihar Plastic Manufacturing Promotion Policy 2024, Biofuel Production Promotion Policy 2024 and the Bihar Wood Based Industries Policy 2024. She further added that new land parcels were being selected to meet sectoral needs, in addition to 1,800 acres of land made available.





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