Amazon, the massive online retailer, announced on 27 October that it had exceeded its goal of $20 billion in total exports from India over the past ten years and is now aiming for $80 billion in outflows by 2030. Since its introduction in 2015, Amazon has registered over 200,000 exporters who sell over 750 million domestic products under its Global Selling programme.
Over the past year, the company’s overall seller base has increased by more than 33%. Amazon’s 2020 intention to facilitate $10 billion in e-commerce exports by 2025 was then changed to $20 billion in the same time frame.
Amazon Enjoying Fruitful Ride in India
The company claims that categories such as health and personal care (45%), beauty (45%), toys (44%), home (39%), clothing (37%), and furniture (36%) have the strongest 10-year (2015–2025) compound annual growth rate (CAGR). The momentum, according to Srinidhi Kalvapudi, head of Amazon Global Selling India, is a reflection of Indian companies’ aspirations and the expanding significance of e-com exports in international trade.
Building on this success, Amazon is committed to making international selling easier through technological innovation, capacity building, and ecosystem partnerships as it strives to reach its $80 billion cumulative e-commerce export target by 2030. It is still dedicated to supporting India’s e-commerce export expansion in keeping with the government’s objective of achieving $200–$300 billion by 2030.
US and EU Top Markets for Amazon
The two largest international markets for Amazon under the programme are the US and the EU. Germany, Canada, the United Arab Emirates, France, Italy, Spain, and Saudi Arabia are a few additional markets, though.
When asked how the company’s exports are affected by changes in international trade rules, such as the elimination of the “de minimis” system, Kalvapudi responded that it’s a long-term story of structural strengths and creating skills that can compound over time. Because it is a structural tale rather than a seasonal one, Amazon continues to concentrate on these controllable inputs. Building the appropriate capacities is also important, and we have already surpassed the targets. Prior to the ‘de minimis’ exemption, packages under $800 could enter the US duty-free and with no scrutiny.
Quick Shots
•Amazon surpasses its $20 billion e-commerce export target from
India.
•Sets a new goal to reach $80 billion in exports by 2030.
•Achieved through the Amazon Global Selling program launched in
2015.
•Over 200,000 Indian exporters registered under the program.
•Sellers offer 750+ million ‘Made in India’ products globally.
A thorough inquiry into complaints against e-commerce sites that charge extra for choosing to pay using cash-on-delivery (COD) has been initiated by the Department of Consumer Affairs. In a recent tweet, Union Minister Pralhad Joshi referred to these tactics as “dark patterns” that deceive and take advantage of customers, and he pledged tough measures against those who engage in them in order to safeguard consumer rights and advance openness in India’s rapidly expanding e-commerce industry.
How E-Commerce Sties Came in Government’s Radar?
The problem was discovered when multiple customers complained that they were assessed additional costs when they chose the COD option rather than prepaid payment methods. A well-known e-commerce company charged him INR 226 under unclear headings like “offer handling fee”, “payment handling fee”, and “protect promise fee”, according to one X user.
By drawing comparisons to other costs, such as the “Rain Fee” seen on food delivery services like Zomato, Swiggy, and Zepto, the user mockingly lambasted these prices. Joshi addressed these worries in a tweet on 3 October, stating that businesses violating consumer rights will face severe consequences and that these activities will be closely examined.
What is Dark Patterns E-Commerce’s Preferred Option?
Dark patterns are deceptive design strategies used by businesses to obtain information or funds from customers without their full knowledge. These include deceptive signals like phoney countdown timers for offers, complicated, difficult-to-notice costs hidden deep within checkout processes, or exhibiting false scarcity (“only one or two items left”).
One of the best examples of these unethical tactics is charging more for payment options like COD under ambiguous fee titles. The government is currently working on new regulations to combat these misleading practices and has already urged e-commerce corporations to stop them. The Jagriti app, which makes it easier to file complaints about unfair commercial practices, encourages customers to report these infractions.
Quick
Shots
•Govt launches probe into e-commerce platforms over
extra fees on COD orders.
•Consumer complaints reveal hidden charges under
names like “offer handling” and “payment handling” fees.
•Union Minister Pralhad Joshi calls such practices
“dark patterns” and promises strict action.
•Dark patterns include deceptive design tricks to
mislead consumers or extract extra payments.
•New regulations are being considered to curb such
practices in India’s e-commerce sector.
•Consumers are encouraged to report violations
through the Jagriti app.
All e-commerce sites were forewarned by the FSSAI on 8 July to maintain strict food safety and hygiene standards or risk punishment. G Kamala Vardhana Rao, the CEO of the Food Safety and Standards Authority of India (FSSAI), presided over the meeting where the warning was given.
More than 70 representatives from top e-commerce platforms attended the meeting, which aimed to improve food safety and hygiene standards across the e-commerce food supply chain.
The CEO reminded the representatives of these platforms that food safety is extremely important and that any failure to follow food safety procedures will be taken very seriously, possibly resulting in harsh consequences.
Additionally, he emphasised how crucial food safety is in the quickly growing e-commerce industry.
CEO Issued Various Crucial Directives
The CEO gave the e-commerce platforms some important instructions during the discussions. On each receipt, invoice, and cash memo given to customers, he instructed them to clearly display their FSSAI License/Registration numbers.
Additionally, they were requested to include information about the Food Safety Connect App on any documents that are viewed by consumers.
The need for e-commerce companies to publish thorough information on all warehouses and storage facilities connected to their activities on the FoSCoS platform was also emphasised.
It was also debated whether food products’ “Date of Expiry/Use By” may be shown on the user interface.
In addition, the CEO directed all e-commerce platforms to strictly comply with food safety and hygiene regulations in all of their warehouses and storage facilities, making sure that images of these establishments are consistently posted to the FoSCoS web.
All food handlers participating in the process, including those working in e-commerce, were also required to complete mandatory FSSAI FoSTaC (Food Safety Instruction & Certification) instruction on hygienic procedures.
Platforms must notify FSSAI of their training schedules and plans. Additionally, they must strictly adhere to all FSS Act regulations and Standard Operating Procedures (SOPs).
Warehouses to be Registered or Licenced by FSSAI
A strong emphasis was placed on the importance of all warehouses associated with e-commerce operations being duly registered or licensed by FSSAI.
To further ensure increased transparency and compliance, e-commerce platforms were also instructed to provide the FSSAI with information about their warehouses, food handlers, and other pertinent data.
The FSSAI statement said that the food regulator has underlined that everyone in the supply chain, from manufacturing to home delivery, is accountable for compliance and that food safety is a shared duty.
To guarantee that the entire procedure is incredibly secure for customers, a cooperative approach is necessary.
The statement went on to say that the FSSAI is unwavering in its resolve to ensure that consumers receive food items that are safe and wholesome, regardless of whether they buy them online or through conventional retail channels.
Walmart-owned Flipkart has been going through a significant leadership transition amid ambitions for a public listing. According to reports, at least four executives have resigned from their posts, including three other VPs and a senior vice president (SVP).
Anurag Singhvi, VP and head of analytics; Prajakta Kanaglekar, VP and head of human resources; Ankit Jain, SVP and head of grocery and major supply chain; and Ganesh Ramaswamy, VP and chief product and technology officer at Cleartrip, have all reportedly left Flipkart.
According to the article, Jain is expected to take over as SVP of Swiggy Instamart, replacing Sairam Krishnamurthy, who is currently the chief operating officer of the fast commerce company.
Executives Left Without Any Future Plan
Jain worked with Flipkart till May 2025, according to his LinkedIn page. He began working for the Bengaluru-based company in 2019 and has held a variety of leadership positions for over five years.
He joined Flipkart from the massive FMCG company Unilever and has over 20 years of professional expertise. The future plans of Kanaglekar, Singhvi, and Ramaswamy—all of whom have worked for Flipkart for more than five years—are unclear.
According to the aforementioned report, people might try to start their own companies or develop startup concepts. The rumour that Jain will join Swiggy Instamart coincides with intense competition in the rapid commerce space and Flipkart’s gradual ascent to prominence.
India’s Quick Commerce Space has Become the Centre of Attraction
According to Flipkart Minutes, the company has increased the number of its dark stores to 300 across over 14 cities, with aspirations to reach 800 by the end of 2025. With over 500 million users, it aims to provide Blinkit, Zepto, and Swiggy Instamart banking with fair competition.
At the conclusion of the March quarter, however, Swiggy Instamart had 1,021 dark stores overall, having added 316 in the fourth quarter of FY25 alone. Swiggy’s ambitions to grow exponentially are having a negative financial impact.
In Q4 of FY25, its consolidated net loss increased 95% year over year to INR 1,081.2 Cr. In addition, the fast commerce vertical of the foodtech giant recorded an adjusted EBITDA loss for Q4 FY25 of INR 840 Cr, up 45.3% from INR 578 Cr in the previous December quarter.
Nonetheless, the operating revenue of the rapid commerce vertical increased 19.5% from INR 576.5 Cr in Q3 to INR 689 Cr in Q4. Jeyandran Venugopal, the chief product and technology officer at Flipkart, also quit earlier this year, citing personal reasons.
Flipkart, a prominent e-commerce company, is joining the lengthy list of companies that are returning to India by relocating their headquarters from Singapore. According to a Flipkart representative, this strategic choice demonstrates the company’s strong and steadfast dedication to India and its incredible development. This change is a logical progression that brings Flipkart’s holding structure into line with its core business, the enormous potential of the Indian economy, and its capacity to promote digital transformation in India through innovation and technology. However, the necessary clearances must be obtained before the relocation may proceed.
The Move will Benefit the Firm’s Business Operations
Relocating the business will assist in avoiding the stringent guidelines set forth in India’s Foreign Exchange Management Act and regulations pertaining to foreign investment. It will also simplify governance and tax issues and eliminate the burden of being governed by both Indian and Singaporean authorities. In a trend known as “reverse flipping”, businesses that previously established their legal headquarters abroad are returning to India. In the process are Pine Labs, Meesho, and Razorpay. Similar actions are also being considered by others, including Khatabook, Eruditus, and Udaan. The majority of these businesses want to access India’s public markets, which have been providing high values. As a company that was founded and raised in India, Flipkart’s official statement added that this change will further strengthen the company’s focus and agility in serving its customers, sellers, partners, and communities. This move will also help Flipkart in supporting the country’s expanding digital economy and entrepreneurship. The brand reiterates its long-term faith in India’s future and is thrilled about the opportunities that lie ahead.
Flipkart is Expanding Its Reach
Along with raising around $1 billion in investment, the Walmart-owned company has also received $350 million from Google. Tiger Global, Accel, and cofounder Binny Bansal, who were early supporters of Flipkart, sold their remaining shares in the online retailer to Walmart last year, effectively leaving the company. The goal of Flipkart, which is run by group CEO Kalyan Krishnamurthy, is to continue to improve its financial performance while expanding at a rate that is somewhat faster than the industry average. Given India’s trend towards speedy commerce, the company has entered the market with its product, Minutes, in what is the company’s top priority and its next major growth sector. In addition to Mintues, additional areas of interest include loans and payments. Super.money, the firm’s payments appIts, is operated by senior executive Prakash Sikaria and is housed inside a different company that is owned by Flipkart. Through its own platform, the e-commerce company has also enabled Unified Payments Interface (UPI) payments.
Nandita, a young girl riding a moped through rough rural tracks, visiting scores of Kirana stores daily to learn about customer needs. That is the same girl who is now a famous leader, driving one of India’s largest fashion e-commerce platforms, Myntra to new heights. Nandita Sinha is a woman whose career is a compelling story of grit, intelligence and innovative leadership.
Nandita’s journey from her Lucknow beginnings to being CEO of Myntra is one of fearless choices and a steadfast dedication to excellence. An alumnus of IIT BHU and FMS Delhi, she has overcome the challenges at FMCG giants like Unilever and Britannia, was successful at Flipkart, and now leads Myntra to redefine fashion e-commerce.
In this StartupTalky story, we’ll look at how Nandita Sinha, who led Myntra, turned it into a global platform for international brands and technological innovation.
Although she is a very accomplished business leader, Nandita Sinha could not have become what she is today without her early life and education. Nandita was born and raised in Lucknow, India, in a family that loved education. Unsurprisingly, education was a cornerstone of her upbringing, having her household filled with very educated people, many of them having PhD, physicians, and engineers. This environment also suggested a strong foundation for her academic journey since it built in her mood of curiosity and quest for cognition from a young age.
Nandita says her mother, a physics teacher, was incredibly influential in her early years. As she grew, she was surrounded by intellectual curiosity and critical thinking bolstered by thought-provoking discussions and academic debates. Her studies weren’t just what she discussed with her peers but also what she and her peers discussed about the world, science, and technology. Her family pushed her to talk in conversations where she was allowed to break all the rules, including respectfully disagreeing with her parents. Her confidence and ability to think independently were nourished by being open-minded.
Right from the start, Nandita’s academic reputation was recognised. She then continued to study at the prestigious Indian Institute of Technology BHU (now IIT Varanasi) for her undergraduate degree in Ceramic Engineering. It was a bold choice for a woman because very few women at the time chose this branch of engineering. However, it was far from conventional to pick ceramic engineering as a course at IIT BHU, and it was something Nandita was interested in trying out without any second thoughts.
It was transformative for her at IIT BHU. She further honed her problem-solving skills, intellectual discipline, and work ethic in one of India’s best of what they have to offer (or at least was/is then) in terms of a rigorous academic environment at one of India’s top institutes.
Nandita was a student of IIT BHU, which had one of the most challenging curricula and a student body that encouraged critical thinking. This was the perfect place for her to grow academically and personally. While there, she excelled in her studies and absorbed the spirit of innovation and entrepreneurship, which would later characterise her career.
Right after completing her B.Tech, Nandita was ready to conquer the world with her rock-solid academic base plus some considerable purpose. From here, her journey would take her into the corporate world, where her education and the values of courage and determination she had learned in her formative years would lead her to become the influential business leader she is today.
Nandita Sinha – Career
Nandita Sinha’s professional career marks her resilience, intelligence and ability to adapt to varied challenges. In 2004, she joined Unilever as a trainee manager. Nandita’s exploration in this role was exciting and formative, exploring facets from sales to marketing. It wasn’t just professionally enriching but personally transformative as she ventured into rural markets, riding on a broken-down truck on a moped and speaking to at least 50 Kirana store owners a day. However, these challenging but insightful interactions helped her hone her communication, negotiation and relationship-building skills, which became key components of her leadership style.
Nandita gained much experience and joined Britannia Industries, where she learned about consumer behaviour and market dynamics. Britannia and four good years at Hindustan Unilever Limited (HUL) have given her a grounding to handle challenging corporate problems. Over these years, she greatly benefited from the mentorship of seasoned sales officers who shared decades of wisdom and experience.
She believes this is where she’s reached a mental toughness and preparedness that will allow her to handle the tougher roles she will have in the future.
When Nandita set up the e-commerce program MyBabyCart, a baby product e-commerce platform, her entrepreneurial spirit emerged. Though the venture failed, it was an audacious choice to show that she was not afraid at all with her career choices. While she sought to balance her professional aspirations against the personal imperatives of new motherhood, she braved the dynamic startup ecosystem. It might have seemed like a short stint, but it was an invaluable experience in the world of e-commerce and digital retail.
Nandita joined Flipkart, India’s largest e-commerce platform, in August 2013. As an Associate Director, she began as a veritable whirlwind, handling the health and beauty verticals. Over her 8.5-year stint at Flipkart, she held a number of strategic roles, which helped us grow our Flipkart portfolio. She was the backbone of the organisation. Her capacity to spot opportunities and drive innovation while utilising her ability to accomplish strategies with precision was unmatched.
In January 2022, Nandita became CEO of Myntra, a fashion and lifestyle subsidiary of Flipkart. It was a new chapter in her career, and she was leading one of India’s most renowned fashion e-commerce platforms. During her time as Myntra’s CEO, she saw the business grow in leaps and bounds and made it a lean, fast-moving organisation.
When Nandita joined Myntra, the platform had around 280 international brands. By 2023, we were at 420, which was very much by design because she was determined to scale the platform’s global footprint. She also led the vertical integration of beauty products, making beauty Myntra’s fastest-growing category. Myntra Beauty was her vision to redefine the online beauty market and take it to phenomenal growth.
Her colleagues say Nandita’s career was defined by a rare combination of intelligence, grit, and empathy. Through the companies she has been a part of, her ability to think big while solving real-world problems has turbocharged various businesses. She has come up the ranks so fast and accomplished so much, but she is still very humble. She has always been ready to help others succeed and, as a result, is a respected leader in the industry.
Philosophy and Legacy
Nandita’s mantra for success is simple yet powerful: “Fear not; take every opportunity you find and use them.” She views challenges as opportunities and has an always forward, on-the-attack, adventurous spirit to take on obstacles.
She prefers to be known as an achiever, not a role model, highlighting her emphasis on results rather than accolades. Nandita Sinha’s journey has left an indelible mark on every organisation she has worked in and has set a benchmark for aspiring professionals and young women worldwide.
Nandita Sinha – Myntra
Myntra, one of India’s fashion and lifestyle platforms, will appoint Nandita Sinha as its Chief Executive Officer (CEO) on January 1, 2022. Her journey to the top of Myntra was one of hard work in the e-commerce and FMCG industry, where she gained experience in strategic planning, business development, and marketing innovation.
Sinha has helped Myntra strengthen its position in the highly competitive fashion industry. Her visionary approach has seen the platform reach a new phase of growth, with an emphasis on user engagement, technological advancement, and Myntra’s value proposition for its fashion-forward customer base.
Sinha contributed to Myntra’s portfolio diversification, which includes more than 6,000 brands, including global names such as H&M, Levi’s, U.S. Polo Assn, Tommy Hilfiger, MANGO, and Marks & Spencer. By fostering robust brand tie-ups, Myntra has been able to serve a wide demographic by offering premium and diverse fashion options to customers across the country.
Under her guidance, Myntra has expanded its operational footprint from 19,000 pin codes across India. This has further reinforced its accessibility and reach in both urban and rural areas, making Myntra available to customers from all around the country.
Myntra weathered the challenges, and its revenue for FY23 was INR 4,375.3 crore, showing that it’s a strong market player. However, it also noted that the e-commerce fashion sector was competitive and resource-intensive, resulting in a loss of INR 782 crore. Through these dynamics, Sinha has been instrumental in steering the company on long-term growth strategies.
Sinha has been a key driving force behind Myntra’s innovative initiatives, using technology and consumer insights to develop a better user experience. Myntra has risen as a leader, and this is all thanks to her efforts and a growing user base.
Sinha was recently given the extra responsibility of heading Flipkart Fashion and serving as the CEO of Myntra, a testament to her leadership capabilities. Sinha’s appointment comes after the exit of Arief Mohamad, Flipkart’s Vice President and Head of Fashion, which speaks to the trust and confidence the Flipkart Group has in her. While this expanded role, Flipkart Fashion and Myntra will continue to operate as separate entities, with Sinha providing strategic direction, as a whole, to the fashion segment within the group.
She has always been vocal about her commitment to democratising fashion in India. Her philosophy of leadership is to blend consumer-centric innovation with sustainable growth. With Myntra and Flipkart Fashion, she is doubling up to lead. Her focus is on creating memorable customer experiences, building strategic brand partnerships, and using the power of the Flipkart Group to create new benchmarks in the fashion industry.
Under Nandita Sinha’s leadership, Myntra has been transformed— growing, innovating, and expanding the market. While managing Myntra and Flipkart Fashion, her strategic insights and deep understanding of the e-commerce landscape promise to steer the Flipkart Group’s foray into fashion to a bright future.
Featured by the Economic Times in its ‘Women Ahead’ list
She is part of the Forbes 2024 W-Power List
‘Women of Worth’ recognition by Forbes India
People Focused CEO of the Year for our CEO, Nandita Sinha
Silver Award for Excellence in Cultivating a Culture of Trust and High Performance
Bronze Award for Excellence in Employer Branding
Recognised on the esteemed The Business of Fashion class of 2024
Nandita Sinha in Forbes 2024 W-Power List
Nandita Sinha – Interesting Facts
Before her corporate success, Nandita co-founded MyBabyCart.com, an e-commerce platform focused on baby and maternity products. Although the venture was short-lived, it drilled the entrepreneurial skills into her and paved the way for doors in the startup world.
While at Flipkart, she handled many roles in different categories, such as health and beauty, books, FMCG, home, and furniture.
Early in her career, Nandita spent months on a moped navigating rural areas, talking to Kirana store owners, which was key to her sales and customer understanding.
Under her leadership as CEO, Myntra’s international brand portfolio expanded from 280 in 2021 to 420 by 2023. She also helped the platform thrive in beauty, its fastest-growing category.
Nandita specialised in marketing and customer engagement and was instrumental in Flipkart’s iconic Big Billion Days sale.
An alumna of the Indian Institute of Technology (BHU), Varanasi and the Faculty of Management Studies (FMS), University of Delhi, Nandita has a BA in Marketing and Strategy.
Nandita, though, is humble and doesn’t want to be a role model; she wants to be a woman achiever.
In fact, during her thirteen years in the company, she had the privilege of working with senior sales officers of Hindustan Unilever Limited, who spent a lot of time in their training and debut.
Much of her professional life is in the spotlight, and she has been able to keep much of her personal life, including details about her family and husband, private.
“As a leader, she has a combination of intellect, grit and empathy, which is rare,” say colleagues and industry professionals, including Flipkart Group CEO Kalyan Krishnamurthy, adding that she is a force to be reckoned with in the business world.
At Myntra, Nandita leads the company’s core mission with a leadership vision to make fashion accessible to all.
Nandita is famous for her adventurous outlook on life and work. She is also known for being head-on and a wake-up call!
At the beginning of the new year, the two most prominent participants in the food delivery industry raised the platform fees by INR 1, which is equivalent to a 33 percent increase from INR 3 to INR 4. According to the predictions made by the media, the prices of consumer services would increase. This prediction was pretty much spot on thanks to Zomato and Swiggy, and it started on New Year’s Eve, which is the busiest day of the year for both of these companies.
Platform fees are not restricted to food delivery apps; Myntra, the top fashion eCommerce platform in India, is presently charging a platform fee of ₹20 for each order that is placed on its app. These fees are a component of the methods that the corporations employ to enhance their profitability and maintain their business models. The implementation of such fees, on the other hand, might vary, and some businesses may experiment with greater prices in the future or alter them based on the demand for specific services.
The most dedicated Zomato and Swiggy customers had to make some choices at the start of the new year. Should they decide to reduce their reliance on these platforms or keep paying ever-increasing platform fees to stay on top of them?
Starting on January 1, Zomato raised the platform fee from INR 3 to INR 4 per order in select areas. Unverified rumors circulated that on New Year’s Eve, Zomato briefly increased their platform fees to as much as INR 9 per order in several countries.
The price increases were justified by Zomato as “business calls” made after considering several variables. Coincidentally, Zomato’s order volume shot up to higher than the volume over the last six years combined, and the platform fees surged the day after New Year’s Eve.
The innovative approach and unwavering commitment to satisfying customers’ demands have contributed to Zepto’s steady rise to prominence, positioning it as the third-largest rival in the fast commerce space. Zepto is challenging industry heavyweights such as Swiggy Instamart and Blinkit, which is owned by Zomato, with a reputation for itself and a market share of over 20%. During its rise to prominence, Zepto has been known for its thoughtful approach to implementing platform fees, as well as its focus on user experience and operational performance.
In an attempt to boost income and operational efficiency, Zepto has decided to implement platform fees for a small number of users, which is different from the fee-free grocery order strategy of competitors Blinkit and Swiggy Instamart. Zepto’s plan, which starts at Rs 2 per order, follows the same model as established industries like eCommerce and restaurant delivery. Zepto emphasizes in its strategy introduction its commitment to sustainable growth and profitability over the long term and its willingness to try new things to stay ahead of the competition.
Size of the Online Food Delivery Market Across India From 2020 to 2023, With Estimates Until 2026
Aiming for Financial Gain
In addition to Zomato and Swiggy, other popular food delivery services like Uber, BigBasket, Myntra, and Dunzo impose extra charges (convenience charges, handling fees, and more) on top of the real delivery prices, which are typically discounted. Ola Prime Plus and Namma Yatri’s subscription plans for driver-partners are examples of new models that have emerged as a result of the revenue drive.
The fashion eCommerce behemoth Myntra, which is owned by Flipkart, started charging a fee for returns, which is one of its main selling points. The goal here is to correct unit economics.
According to Prosus, Swiggy’s principal investor, the company’s loss increased to $545 million in 2022 from $300 million the previous year, while Swiggy has not yet disclosed its financial results for FY23.
Platform fees are opening the way for the company to show a clear path to profitability in the next few months, which is necessary for its 2024 IPO. Platforms like Swiggy and Zomato will compensate to some degree by charging customers directly, even if discounts will still be around.
How much these fees are, how open they are, and how much value they give to everyone involved in the delivery process will determine if they are ethical.
The openness of these fees is also very important. Any fees and their purpose should be made plain to both customers and eateries. In an ethical system, food delivery fees would be reasonable, helping to sustain the industry while not unfairly harming any one participant.
India’s leading digital commerce entity Flipkart is working to venture into the fast-paced world of quick commerce to meet the burgeoning demand for rapid delivery of everyday essentials.
Flipkart has recently unveiled its latest initiative of same-day delivery service now available in 20 major Indian cities.
This strategic move underscores Flipkart’s unwavering dedication to elevating customer satisfaction, and convenience and to revolutionize the eCommerce landscape.
“We are committed to meeting evolving customer expectations and delivering excellence in value, selection, and speed, with more initiatives expected on this front in the coming months,” Walmart-backed Flipkart said in a statement.
This new initiative of same-day delivery will be for customers across cities including Ahmedabad, Bangalore, Bhubaneshwar, Coimbatore, Chennai, Delhi, Guwahati, Hyderabad, Indore, Jaipur, Kolkata, Ludhiana, Lucknow, Mumbai, Nagpur, Pune, Patna, Raipur, Siliguri and Vijayawada.
It would cover products like mobiles, essential items, electronics, home appliances, fashion, books, and lifestyle goods. The customers will get their products delivered before midnight if they place their orders by 1 pm without any extra charge.
Flipkart’s introduction of same-day delivery service represents a significant advancement in the Indian eCommerce market.
“We have invested in cutting-edge technologies, leveraged data analytics, and harnessed insights on demand patterns to ensure that we are well-equipped to anticipate and fulfill demand the very same day. I must acknowledge the hard work and dedication of our teams who have tirelessly contributed to making this vision a reality,” said Hemant Badri, Senior Vice President, Head of Supply Chain, Customer Experience & ReCommerce Business, Flipkart Group.
In the past year, quick commerce has surged into a billion-dollar industry with platforms like Blinkit, Zepto, and Swiggy Instamart poised to exceed USD 1 billion in revenue in the financial year 2023-24.
The surge in quick commerce has captured Flipkart’s interest, prompting the eCommerce giant to enhance its emphasis on the grocery sector.
As quick commerce constitutes approximately 40% of online grocery delivery, it is increasingly fueling growth. Flipkart’s renewed focus on grocery aligns with a broader transition away from conventional eCommerce models centered on sales and discounts.
As of now, these apps are providing quick commerce to consumers in major Indian cities:
Blinkit
Swiggy Instamart
Zepto
Started operations in
January 2022
August 2020
April 2021
Revenue as of FY 2023 (in Rs crore)
724
3221
2024
Revenue as of FY 2022 (in Rs crore)
236
2036
142
Funds raised for quick commerce (in U.S.$ million) US$ 1 mn = Rs 8.2 cr
569
700
361
Current market share (in %)
40%
37-39%
20%
It’s essential to acknowledge how its rivals have also expanded into quick commerce to meet evolving customer demands.
Here’s how some of Flipkart’s competitors have ventured into quick commerce:
Amazon India
Amazon has been a key player in the Indian eCommerce sector, and it has also delved into quick commerce to enhance its delivery capabilities. The company offers Amazon Prime Now, which provides ultra-fast delivery of essentials, groceries, electronics, and more within a few hours.
Reliance Retail
Reliance Retail, through its digital arm JioMart, has been rapidly expanding its presence in the e-commerce space. Leveraging Reliance’s extensive network of physical stores and warehouses, JioMart offers quick delivery of groceries, household essentials, and other daily items.
BigBasket
As a leading online grocery platform in India, BigBasket has capitalized on the growing demand for quick delivery of essential items. The company offers express delivery services for groceries and household essentials, ensuring that customers receive their orders within a few hours. BigBasket has the quick commerce feature BB Now too to get groceries delivered in 15-30 minutes.
Blinkit
Grofers now Blinkit has rebranded itself to reflect its commitment to rapid delivery. With its extensive network of local partners and warehouses, Blinkit ensures that customers receive orders within a few minutes, making grocery shopping seamless.
Blinkit has begun selling home appliances, puja essentials, Eid special offerings like prayer mats, thobe kurte, ‘sehri’ and ‘iftar’ needs, ‘Holi’ needs, sweets, colors, thandai, bakery items, meats, seafood, cosmetics, mobiles and accessories, electronics, baby care products and much more.
Swiggy and Zomato
While primarily known for their food delivery services, Swiggy and Zomato have also entered the quick commerce space by offering delivery of groceries, medicines, and other essential items.
Zepto
Zepto is also the name of a quick commerce platform that enables businesses to offer fast delivery services for groceries, bakery products, kitchen essentials, paan corner (betel leaf), tobacco, health and hygiene, toiletries, clothing, and other essentials. Zepto provides tools and infrastructure to facilitate within minutes delivery of goods to customers’ doorsteps.
Dunzo
Dunzo has become synonymous with hyperlocal delivery, with its Daily service taking it a step further by guaranteeing delivery within 19 minutes. From groceries to medicines to food from nearby localities to letters to clothes from the nearest boutique, Dunzo Daily fulfills all your daily needs with lightning speed.
While Flipkart maintains a strong foothold in the market, achieving revenue growth poses a continual challenge. With the emergence of competitors such as Zepto and Blinkit, there is a critical need for Flipkart to establish itself within the quick commerce sector.
As per media reports, Flipkart is also weighing options to expand into quick commerce with the introduction of dark stores. Dark stores are like mini warehouses designed for online orders.
Flipkart is also planning to buy Dunzo Daily. Despite having raised approximately USD 500 million in funding, Dunzo has struggled to secure additional investment and meet its staff payroll.
The hyperlocal delivery company has lost ground to newer competitors like Zepto, Swiggy, and Zomato’s Blinkit, leading to a drop in its market position.
Flipkart, valued at over USD 32 billion, is considering buying Dunzo, known for its local delivery skills. This move could be smart, but talks might take a while because Dunzo has ties to Reliance Retail, its main investor owning a 26% share.
Flipkart wants to be careful about what it buys, especially considering Dunzo’s connections, according to an article published by Business Insights Now on February 23.
The prospects of quick commerce, including Flipkart’s role, are exceptionally promising, driven by evolving consumer preferences, technological advancements, and market dynamics.
Flipkart, along with other quick commerce platforms, will capitalize on increasing smartphone penetration, internet connectivity, and digital payment systems to broaden its reach across diverse demographics and geographic regions.
By 2028, it is anticipated that the number of users in the quick commerce market in India will reach 56.4 million users. The user penetration rate, which currently stands at 1.8% in 2024, is projected to rise to 3.8% by 2028.
Meanwhile, the quick commerce market in India is anticipated to reach a revenue of USD 3.3 billion in 2024, with a projected compound annual growth rate (CAGR 2024-2028) of 27.42%. This growth trajectory is expected to propel the market volume to USD 8.8 billion by 2028.
Revenue of Quick Commerce Market in India
Conclusion
In summary, Flipkart’s expansion of its same-day delivery service epitomizes its dedication to setting new benchmarks of excellence in the eCommerce arena.
With a focus on speed, convenience, and customer satisfaction, Flipkart reaffirms its position as a trailblazer in India’s digital commerce revolution.
As the quick commerce market continues to evolve and expand, Flipkart’s strategic initiatives and dedication to customer satisfaction will shape its trajectory in the years to come.
The future holds endless possibilities, and Flipkart stands ready to embrace the opportunities that lie ahead, driving forward the evolution of online retail.
“Many believe Amazon and Walmart-owned Flipkart will continue to dominate the future of Indian eCommerce. In my humble opinion, I would not bet against the hometown teams at Zepto and Zomato,” said a LinkedIn post by Paul Hudson, Founder and CIO, of Glade Brook Capital.
Glade Brook Capital, which supported Zepto in Mumbai last year, also invested in Zomato’s parent company, Blinkit, back in 2019.
FAQs
In how many cities will Flipkart provide the same-day delivery service?
Flipkart will provide same-day delivery service in 20 major Indian cities including Ahmedabad, Bangalore, Bhubaneshwar, Coimbatore, Chennai, Delhi, Guwahati, Hyderabad, Indore, Jaipur, Kolkata, Ludhiana, Lucknow, Mumbai, Nagpur, Pune, Patna, Raipur, Siliguri and Vijayawada.
What will be the revenue of the quick commerce market in India in 2024?
The quick commerce market in India is anticipated to reach a revenue of USD 3.3 billion in 2024, with a projected compound annual growth rate (CAGR 2024-2028) of 27.42%. This growth trajectory is expected to propel the market volume to USD 8.8 billion by 2028.
Who are the competitors of Flipkart in the field of quick commerce?
The competitors of Flipkart in quick commerce include Dunzo, Amazon India, Reliance Retail, BigBasket, Blinkit, Zepto, Zomato, and Swiggy.
In today’s digital era, eCommerce marketplaces like Amazon and Flipkart are making use of valuable data to launch their own brands, products, and services to capture the continually evolving retail landscape in India.
The marketplaces own big data from across regions, customers, and platforms and utilize these informative details to introduce their own brands, which are more user-friendly, budget-friendly, and rightfully address the demands of customers. These successful brands like Solimo, Amazon Essentials, and Flipkart Smartbuy are becoming pioneers in fulfilling the customer’s needs and desires in the revolutionizing retail landscape.
Amazon, the largest eCommerce platform globally, announced in February that it is preparing to launch a new online marketplace in India called ‘Bazaar’, featuring cost-effective, unbranded fashion and lifestyle items.
This article delves into the opportunities and challenges inherent in this transformation and explores how eCommerce marketplaces as well as offline retailers are reshaping the dynamics of power within the retail sector.
Before going to the pros and cons of news brands, let’s first understand what is leveraging data and why marketplaces are doing it.
Data leveraging is like having a superpower for running a business. It means using the information one possesses, whether it’s about customers, products, or market trends, to make smarter decisions and unlock new opportunities.
With data leveraging, businesses can personalize experiences, optimize operations, and stay ahead of the curve in today’s fast-paced world. It’s the secret sauce that turns numbers into insights and helps businesses thrive in the digital age.
Why Marketplaces Are Leveraging Data?
By leveraging data, marketplaces, and retailers can create seamless omnichannel shopping experiences that cater to the demands of modern consumers, millennials, and Gen Z.
By analyzing data points and collecting user information, big businesses can make solid business strategies that will help in reaching new users, continuing with old customers, addressing product gaps, meeting the growing demands, and presenting the best product with minimum cost and big savings.
These marketplaces can also make data-driven decisions based on real-time information, act on the insights, and derive new ways to measure performance, set strategic goals, and guide improvement in their product experience and marketing strategy.
How Marketplaces Leverage Data to Develop New Brands
Marketplaces like Amazon India, Flipkart, Myntra, and Pepperfry leverage data in several ways to enhance their operations, improve customer experiences, and drive their business intelligence and growth.
In April 2023, Amazon emerged as the predominant online marketplace globally, with an average of approximately 4.8 billion visits that month.
Following closely behind was eBay, the second most-visited shopping site, which recorded around 1.2 billion visits.
Notably, both Amazon and eBay also held the top positions as the world’s leading online retailers in terms of mobile web traffic.
Personalized Recommendation: They use data to give personalized product recommendations thereby enhancing the online shopping experience and increasing the likelihood of conversions and repeat purchases. For example, Flipkart’s private label, ‘Flipkart SmartBuy,’ offers a range of products designed specifically for the Indian consumer, including electronics, home appliances, and personal care items.
Dynamic Pricing: They utilize data analytics to come up with products that are priced dynamically based on factors such as demand, competitor pricing, and customer behavior, optimizing revenue while remaining competitive. For example, Amazon India’s private label, ‘AmazonBasics,’ offers a wide range of affordable and reliable electronic accessories, catering to the needs of budget-conscious Indian consumers.
Inventory Management: The data helps in understanding the appetite of the market. Marketplaces predict demand, manage inventory efficiently, and minimize costs while ensuring sufficient stock levels to meet customer’s demands.
Seller Performance Management: Market platforms evaluate seller performances using data on product quality, fulfillment speed, and customer feedback. This data helps in providing them incentives for their self-made product and maintaining quality.
Fraud Detection and Prevention: Big marketplaces like Amazon and Flipkart employ data analytics to identify and prevent fraudulent activities on the platform, thereby safeguarding themselves and ensuring trust and security for users.
Supply Chain Optimization: Data analytics enable marketplaces to optimize supply chain operations, including demand forecasting, transportation route optimization, and inventory management, resulting in improved efficiency and reduced costs for their items.
Customer Service Improvement: By analyzing customer feedback forms and service interactions, marketplaces identify areas that need improvement and enhance their overall customer service experience for their own items, thereby increasing customer satisfaction and loyalty.
Market Insights and Trends: Leveraging data insights into market trends, competitor activities, and consumer preferences, marketplaces make strategic decisions regarding product offerings, marketing campaigns, and market expansion in the Indian retail segment.
Here is a list of marketplaces that are active in India right now:
These are some of the top online marketplaces in India, where you can sell your items and services and reach millions of customers by a click of a few buttons or by going personally to their big stores.
Here Are a Few Examples of Marketplaces Launching Their Brands
Reliance Retail and Trent Ltd: They are actively targeting the emerging Gen Z consumer group through brands like Yousta, Foundry, and Zudio, catering to their preferences and lifestyles.
Nykaa: Known for its clean beauty and athleisure brands, Nykaa taps into popular market segments with offerings that resonate with its audience. Kay Beauty by Katrina Kaif is a notable example, focusing on inclusive makeup suitable for various skin tones.
Myntra and Amazon India: Collaborating with celebrities like Hrithik Roshan and Katrina Kaif, Myntra’s House of Pataudi and HRX, and Nykaa’s Kay Beauty co-launched with Katrina Kaif, contribute to branding and appeal to a wider audience.
Amazon India: With over 100 own-brands worldwide, Amazon has introduced India-specific brands like Tavasya and Anarva in addition to global offerings. While only 1 percent of Amazon.com’s sales come from private label brands, products like Amazon Essentials enjoy high conversion rates among browsing customers.
What Opportunities Does Data Leveraging Offers to a New Product Launch
Enhanced Customer Insights: Marketplaces have access to vast pools of customer data, enabling them to gain deep insights into consumer preferences, behaviors, and trends.
Tailored Product Development: Armed with comprehensive data analytics, marketplaces can develop own-brand products tailored to meet specific customer demands and preferences.
Competitive Advantage: By leveraging data-driven insights, marketplaces can create unique, high-quality products that stand out in the market, gaining a competitive edge over traditional retailers.
In India, with over 600 million internet users and 185 million online shoppers, it ranks third globally in digital shopping, after the United States and China. This has led to a surge in Direct-to-Consumer (D2C) brands, which sell directly to consumers online, bypassing traditional distribution networks. The country currently hosts over 600 D2C brands, with the market projected to exceed USD 66 billion in 2023, as per Statista.
Streamlined Operations: Data analytics facilitate efficient inventory management, pricing strategies, and supply chain optimization, leading to improved operational efficiency.
Revenue Growth: Successful own-brand launches can drive incremental revenue streams for marketplaces, diversifying their revenue sources and bolstering profitability.
Market Size of E-commerce Industry Across India From 2014 to 2018, With Forecasts Until 2030
What Are the Challenges Faced by Marketplaces for Owning/Launching a Brand
Data Privacy Concerns: The collection and utilization of customer data raise significant privacy concerns, necessitating robust data protection measures and compliance with regulations.
Brand Reputation Risks: Poorly executed own-brand products can damage the reputation of marketplaces, leading to loss of customer trust and loyalty.
Competition from Traditional Brands: Established brands may view marketplace-owned brands as direct competitors, leading to potential conflicts and market saturation.
In India, the direct-to-consumer (D2C) market is poised for remarkable growth, projected to expand over 15 times from 2015 to 2025. In 2020, the D2C market was valued at USD 33.1 billion. By 2025, it is expected to nearly triple in size, reaching USD 100 billion, with fashion and accessories emerging as one of the leading segments in India’s D2C landscape.
Quality Assurance: Maintaining consistent quality standards across a diverse range of own-brand products poses a challenge for marketplaces, requiring stringent quality control measures.
Balancing Transparency and Customization: Marketplaces must strike a balance between leveraging customer data for personalized experiences while ensuring transparency and ethical data practices.
Reshaping Retail’s Power Dynamics
Marketplace-owned brands are exerting a profound influence on retail’s power dynamics:
Disintermediation: Marketplaces are increasingly bypassing traditional manufacturers and retailers, and exerting greater control over the value chain.
Shift in Market Share: Own-brand products are capturing a larger share of the market, challenging the dominance of traditional products, brands, and retailers.
Data Monetization: Marketplaces are leveraging customer data not only to optimize own-brand offerings but also to generate additional revenue streams through targeted advertising and partnerships.
Democratization of Retail: The proliferation of own-brand products democratizes access to retail, allowing smaller sellers and entrepreneurs to compete on a level playing field.
Consumer Empowerment: With a plethora of choices and personalized experiences, consumers are empowered to make more informed purchasing decisions, driving market dynamics.
Conclusion
Data leveraging offers valuable opportunities to inform and optimize every stage of the new product launch process, from market research and development to marketing, sales, and ongoing performance monitoring.
The data-driven evolution of Indian marketplaces represents a revolution in the retail sector, offering unprecedented opportunities for innovation, research, and growth. By harnessing the power of data analytics, Indian marketplaces can differentiate themselves, reshape retail dynamics, and deliver unparalleled value to Indian consumers.
As the Indian eCommerce market continues to evolve, the role of data-driven own-brands will only become more prominent, driving India’s retail sector into a new era of prosperity and innovation.
By harnessing the power of data, businesses can increase the chances of a successful product launch and drive sustainable growth in the market, ultimately driving value for customers and stakeholders in a broader aspect.
FAQs
What is data leveraging, and why are e-commerce marketplaces utilizing it?
Data leveraging involves using available information, such as customer data, product insights, and market trends, to make informed business decisions and unlock new opportunities. E-commerce marketplaces utilize data to personalize experiences, optimize operations, and stay ahead of competitors in the digital age.
How do e-commerce marketplaces like Amazon and Flipkart leverage data to introduce their own brands?
Marketplaces analyze customer data to create personalized recommendations, dynamically price products, optimize inventory management, and develop their own-brand products tailored to meet specific customer demands and preferences.
What are the benefits of data leveraging for launching new product brands?
Data leveraging enables marketplaces to gain deep insights into consumer preferences, behaviors, and trends, facilitating tailored product development, streamlined operations, and revenue growth through successful own-brand launches.
What are some challenges faced by marketplaces in owning and launching their own brands?
Challenges include privacy concerns related to data collection and utilization, risks to brand reputation from poorly executed own-brand products, competition from traditional brands, and maintaining consistent quality standards across a diverse range of products.
How are marketplaces reshaping retail’s power dynamics through own-brand products?
Marketplaces are bypassing traditional manufacturers and retailers, exerting greater control over the value chain, and capturing a larger share of the market. This democratization of retail empowers consumers with choices and personalized experiences, driving market dynamics and innovation.
What opportunities does data leveraging offer for new product launches in the Indian market?
Data leveraging offers opportunities for enhanced customer insights, tailored product development, competitive advantage, streamlined operations, and revenue growth in the rapidly evolving Indian eCommerce market.
Which eCommerce marketplaces in India are actively launching their own brands?
Marketplaces like Amazon India, Flipkart, Myntra, and Nykaa are actively launching their own brands, tapping into consumer preferences and market segments with offerings that resonate with their audiences.
What role does data analytics play in ensuring the success of marketplace-owned brands?
Data analytics enable marketplaces to optimize operations, enhance customer experiences, maintain quality standards, and make data-driven decisions throughout the product lifecycle, from development and marketing to sales and performance monitoring.
How do marketplace-owned brands contribute to the overall growth and innovation in the Indian retail sector?
Marketplace-owned brands drive growth and innovation by offering unique, high-quality products that stand out in the market, democratizing access to retail, and empowering consumers with choices and personalized experiences.
