Quick Commerce Unlocks New Markets for Farmers in India’s Northeast

• Instamart takes Northeast's Distinctive Produce Across IndiaMeghalaya Chief Minister Conrad K. Sangma recognises the initiative for expanding market access for the state's farmers
• Plans to bring more GI-tagged produce from the Northeast to consumers across South and West India. 
• Khasi Mandarin, Karbi Anglong Ginger, Tezpur Litchi and Kachai Lemon among products being added in the quick commerce basket

Instamart, India's pioneering quick commerce platform, is expanding in Northeast India. The initiative is aimed at creating new markets for the region's farmers and FPOs while making some of India's most distinctive agricultural produce more accessible to consumers nationwide through sellers onboarded on its platform.

Starting with Meghalaya's premium pineapples, now available to customers in Bengaluru, Instamart is opening up new markets for the region's produce across India. Sourced by sellers through the Jirang Organic Agro Farmer Producer Company (FPO), the pineapples are air-freighted from Meghalaya to Bengaluru. Until now, growers largely relied on demand within the Northeast and wholesale markets in Delhi. By connecting farmer producer organisations directly with consumers in new cities, Instamart is helping expand market access for farmers while introducing more households to the distinctive flavour and quality of Meghalaya's pineapples.

The initiative was recently lauded by Meghalaya’s Chief Minister, Conrad K. Sangma, in a social media post, which highlighted the effort as an important step towards strengthening market linkages for the state's farmers and showcasing Meghalaya's agricultural identity to a wider audience.

Gautam Swaroop, Chief Business Officer - Instamart, said, "India's Northeast is home to some of the country's most distinctive and high-quality fruits and vegetables, but much of this produce has traditionally remained accessible only within the region or a handful of markets. With Instamart's reach, we have a unique opportunity to bring fresh local produce across the country while creating new market opportunities for farmers and producer organisations. Meghalaya's pineapples are the first step in this journey, and over time, we hope to build a much broader assortment of Northeast produce for customers across India."

Iba Thangkhiew, CEO, Jirang Organic Agro Farmer Producer, said, "For a Farmer Producer Company based in a rural and remote part of Meghalaya, this partnership is a proud milestone. It provides our farmers with direct access to premium markets and ensures that the hard work of our farming community reaches consumers far beyond our state. We are deeply grateful to the Government of Meghalaya, especially the Hon'ble Chief Minister and the concerned departments, for their constant support, guidance, and commitment to creating market opportunities for our farmers. We also sincerely thank the Instamart team for partnering with us and making it possible for our fresh Meghalaya pineapples to reach customers in Bengaluru. This collaboration gives our farmers greater confidence, improves their livelihoods, and showcases the quality of Meghalaya's produce to consumers across India."

Instamart introduced produce from the Northeast earlier this year with Meghalaya pineapples and is now set to expand the selection by working with partners across the region. The company is also in discussions with the Northeastern Regional Agricultural Marketing Corporation (NERAMAC) to explore opportunities to bring more produce from additional states and farmer producer organisations.

As part of the roadmap, several GI-tagged and region-specific products from the Northeast are being evaluated, including Meghalaya's Khasi Mandarin, Assam's Karbi Anglong Ginger and Tezpur Litchi, and Manipur's Kachai Lemon. The company is also exploring products such as kiwi and garlic from the region as it builds a broader assortment.

Over the next 12 to 24 months, Instamart plans to expand Northeast sourcing across South and West India by partnering with more Farmer Producer Organisations (FPOs), farmer collectives and regional agencies.

The initiative will build on Instamart's wider fresh produce sourcing network, which already works with 430+ FPOs and over 10,000 farmers across the country to bring high-quality fruits and vegetables directly to consumers. At Instamart, two-thirds of fruits and vegetables are sourced directly from farmers and FPOs, through more than 55 collection centres- with most farmers having stayed on for six seasons or more. By extending this network to the Northeast, Instamart aims to create sustained demand for the region's premium, GI-tagged produce while making these distinctive products more accessible to households beyond their traditional markets. The model is built on removing layers, not adding them, so a greater share of the earnings flows back to the farmer.

About Instamart

Launched in August 2020, Instamart is India's pioneering quick commerce platform. Present in 131+ cities, Instamart has superior technology and a dedicated delivery fleet to bring groceries and other daily essentials to the doorsteps of Indians.

Nexus Venture Partners Leads HomeRun's $12M Series A+ to Scale Quick Commerce for Construction Materials

Quick commerce platform for construction and interior materials, HomeRun has raised $12 million in a Series A+ round of funding led by Nexus Venture Partners with participation from existing investors Sorin Investments, Titan Capital, Sparrow Capital and Consumer Collective by Atrium.

The Series A+ round comes within a few months of HomeRun raising $6.6 million earlier this year. The capital will be used to expand geographies and to further invest in supply chain, technology and category expansion initiatives.

HomeRun delivers construction and interior materials to contractors and homeowners at competitive prices, within 60 minutes, with a focus on reliability and material genuineness. This addresses long-standing pain points around unreliable supply, opaque pricing, last-minute shortages and labour downtime that disrupt new construction, renovation and repair activities.

With 100,000+ orders delivered, HomeRun has already become the largest retailer in Bengaluru across its top categories, growing 8X in the last 12 months. The platform's model gives building material brands a scalable, well-capitalised new age retail channel, while giving contractors and homeowners a reliability they haven't had in this category before.

HomeRun was founded by Pukhraj Grewal who brings over a decade of experience in construction, contracting and operations. Previously, Pukhraj co-founded Tornado - a tech enabled interior contracting startup and Project Hero, a construction labour-hiring platform.

Pankaj Grewal

Pukhraj Grewal, Founder & CEO, said, "Building material procurement in India has remained fragmented and inefficient for far too long. At HomeRun, we're making it as reliable, transparent and fast as any modern commerce experience. The strong customer response reinforces the scale of this opportunity. With Nexus joining us, we're excited to expand into new cities and build the country's most trusted platform for building materials."

Anand Datta, Partner, Nexus Venture Partners, added, "Our quick commerce thesis centers on formalizing supply chains while preserving the proximity advantage of small-format local merchants. Building materials and local hardware is one such supply chain that has largely skipped digitization. In Pukhraj, we found a founder who deeply understands the small contractor's pain points, having lived that persona himself. The company is growing rapidly without offering credit and with great unit economics. We're thrilled to partner with the team."

"Sorin Investments invested in HomeRun six months ago on the belief that this category rewards operational depth over capital. HomeRun operates in a notoriously complex supply chain, and the team has scaled the business sharply since then with phenomenal execution. We think the best chapters are still ahead, and we're proud to double down on Pukhraj and the team," said Subeer Monga, Partner, Sorin Investments.

Shiv Kapoor, Vice President at Titan Capital, said, “Sometimes the combination of a founder, market and model feels custom-made. This marks our third investment in HomeRun and Pukhraj in the last one year - that is the epitome of conviction. We know the company will become an essential pillar of the construction ecosystem by being relentlessly disciplined and creating value for the supplier, the developer and the end customer.”

About HomeRun

HomeRun is a quick commerce platform for construction and interior materials. By combining localized inventory, fast fulfillment and transparent pricing, HomeRun enables homeowners and contractors to procure materials within 60 minutes at the right price - eliminating delays, uncertainty and workflow disruptions. The platform focuses on high-frequency categories including wires, plywood, cement, hardware and paints.

About Nexus Venture Partners

Nexus is an early-stage venture capital firm partnering with the most ambitious founders building product-first companies. Founded in 2006, Nexus manages $3.2 billion in capital across funds and operates as an integrated team across the US and India. Nexus portfolio includes Delhivery, Turtlemint, Rapido, Zepto, Snabbit, Postman, India Shelter, Infra.Market, Ultrahuman Apollo.io, MinIO, Fingerprint, Avoca, Firecrawl, Orkes, Gumloop, Neysa, Giga, Tensorwave, Druva, Observe.ai, Daloopa, Pubmatic, PromptQL, and more. For more information, visit www.nexusvp.com or follow @Nexus Venture Partners on LinkedIn or @nexusvp on X.

About Sorin Investments

Co-founded by former KKR India CEO Sanjay Nayar and The Caravel Group CEO Angad Banga, Sorin Investments is an early-stage venture capital firm backing ambitious technology founders across AI, fintech, consumer, B2B Tech and healthcare. In May 2024, the firm closed its maiden ₹1,347 crore fund, with backing from prominent investors including KKR co-founder Henry Kravis and the Munjal family of Hero Group. Its portfolio includes Uniqus Consultech, The Pant Project, Shivalik Small Finance Bank, Venwiz, Litestore, Freed, Beacon.li, Enmovil, Spike AI, Aivar Innovations, HomeRun, Kily and Nivaan, underscoring its commitment to nurturing high-growth, innovative enterprises.

About Titan Capital

Titan Capital backs world-class entrepreneurs building transformative companies from the ground up. As one of India’s most active seed-stage investors, Titan has backed over 250 startups, including Ola, Razorpay, OfBusiness, Urban Company, Unicommerce, Shadowfax, Credgenics, Giva, and many more—supporting founders from idea to IPO.

Blinkit Secures ₹450 Cr Infusion from Eternal in 2026’s First Funding Round

Eternal (formerly Zomato) has infused ₹450 crore (~$50 million) into its quick commerce arm Blinkit via a rights issue, marking its first capital injection in 2026. This follows a massive ₹2,600 crore investment in 2025, underscoring Eternal’s aggressive push to dominate India’s fast-growing 10-minute delivery market.

Key Highlights

• Amount Invested: ₹450 crore (~$50 million)
• Mode: Rights issue; Blinkit allotted 2,799 equity shares to Eternal at ₹16,07,161 per share
• Timing: First capital infusion in 2026
• Past Investments: Eternal pumped ₹2,600 crore in 2025 (₹500 crore in Jan, ₹1,500 crore in Feb, ₹600 crore in Nov)
• Competition: Rising rivalry with Zepto and Instamart in the quick commerce space

Strategic Context

• Market Dynamics: Quick commerce is one of India’s fastest-growing segments, with 10-minute delivery becoming the industry benchmark.
• Blinkit’s Growth: Reported 117% YoY revenue growth in Q3 FY25, but continues to face profitability pressures due to rapid expansion and high operational costs.
• Eternal’s Strategy: By consistently infusing capital, Eternal is signaling long-term commitment to Blinkit, positioning it as a core pillar alongside food delivery.

Comparison of Eternal’s Investments in Blinkit

Year	Infusion Amount	Mode	Strategic Intent
2025	₹2,600 crore (3 tranches)	Rights issue	Scale operations, expand delivery network
2026	₹450 crore	Rights issue	Strengthen position amid intensifying competition

Risks & Challenges

• Profitability Concerns: Despite revenue growth, Blinkit’s unit economics remain weak, with high delivery costs.
• Competitive Pressure: Zepto and Instamart are aggressively expanding, forcing Eternal to keep investing heavily.
• Capital Dependence: Blinkit’s reliance on Eternal’s funding raises questions about sustainability if external capital markets tighten.

India’s quick commerce sector is booming, with Blinkit, Zepto, and Instamart competing for dominance. Zepto and Instamart are expanding aggressively, forcing Eternal to keep funding Blinkit’s growth. Despite strong revenue growth (117% YoY in Q3 FY25), Blinkit continues to face challenges with unit economics and high delivery costs.

Blinkit’s reliance on Eternal’s capital raises sustainability concerns. Zepto and Instamart’s expansion could erode Blinkit’s market share if Eternal slows funding.

Despite revenue growth, Blinkit’s path to profitability remains uncertain. Eternal must balance aggressive expansion with profitability, as rivals are raising funds and scaling rapidly.

In 2026, as Eternal has already infused ₹450 crore into Blinkit, its rivals Zepto and Swiggy Instamart are pursuing aggressive funding and IPO strategies. Zepto is preparing for a ₹11,000 crore IPO, and Swiggy is targeting Instamart break-even by mid-2026 despite heavy losses.

Zepto (2026)

• Funding: Raised $450M (~₹3,750 Cr) in late 2025 at a $7B valuation, led by CalPERS.
• IPO Plans: Filed confidential DRHP with SEBI, aiming for a ₹11,000 crore IPO in 2026 at $7–8B valuation.
• Cash Position: Holds ~$900M net cash, giving strong liquidity ahead of IPO.

Swiggy Instamart (2026)

• Financials: Reported ₹908 Cr loss in Q3 FY26, highlighting profitability challenges.
• Growth: Gross Order Value (GOV) grew 108% YoY, with Average Order Value (AOV) up 26% YoY.
• Profitability Target: Swiggy aims for Instamart break-even by June 2026, supported by a planned ₹10,000 crore fundraise.

Competitive Snapshot

Company	2026 Update	Funding/IPO	Strategic Focus
Eternal–Blinkit	₹450 Cr infusion (Mar 2026)	Rights issue	Expansion, working capital
Zepto	Preparing IPO	₹11,000 Cr IPO planned	Liquidity & market leadership
Swiggy Instamart	₹908 Cr Q3 FY26 loss	₹10,000 Cr fundraise	Break-even by June 2026

Risks & Challenges

• Eternal–Blinkit: Heavy reliance on Eternal’s capital; profitability remains elusive.
• Zepto: IPO execution risk; valuation pressure in volatile markets.
• Instamart: Large losses despite growth; break-even target ambitious.

Fashion Quick Commerce Startup ZILO raises $15.3 Million In Series A round led by Peak XV Partners

• Co-founded by ex-Flipkart and Myntra executives Padmakumar Pal & Bhavik Jhaveri, ZILO is a fashion quick commerce platform that delivers on-trend styles from 200+ brands in under 60 minutes-with home trials and instant returns.

Fashion quick commerce startup ZILO has raised $15.3 million (Rs. 140 crore) in a Series A funding round led by Peak XV Partners, which invested $8 million. Existing investors InfoEdge Ventures and Chiratae Ventures doubled down in the round with $2.5 million each. This round also witnessed participation from Alteria Capital, Stride Ventures and angel investors including Lalit Keshre (Founder and CEO, Groww), Kunal Shah (Founder, CRED), Sachin Oswal (Founder, Orginity), Ayyappan R (Founder, FirstClub), Abhishek Bansal (CEO, Shadowfax), Sreevathsa Prabhakar (Founder, Servify) & Preeta Sukhtankar (Equity partner, Foxtale & Luma Fertility).

ZILO Founders

The announcement comes soon after ZILO partnered with celebrity stylist and fashion editor Anaita Shroff Adajania as Style Director and equity partner, a strategic collaboration aimed at enhancing curated fashion experiences on the platform. Founded with a vision to reimagine fashion shopping for the quick commerce era, ZILO is building a vertically integrated model focused on fast delivery, wide selection and superior customer experience.

The company plans to utilise the fresh capital to scale operations, strengthen brand building, invest in technology, expand to new markets and build an elevated customer experience, it said.

"This round is a strong validation of our belief that fashion and speed don't have to be trade-offs. With the backing of all our existing partners, and the creative leadership of Anaita, we're building a new category where curated fashion meets the immediacy customers now expect. The capital will help us scale thoughtfully, deepen our tech and deliver a truly elevated fashion experience at quick-commerce speed" said Padmakumar Pal, Co-founder & CEO, ZILO.

"We're putting fashion shopping back in the right order - replacing endless scrolls with adequately relevant choices, expert-styled looks, the convenience of Home Trials, and the reliability of super fast delivery. The confidence our partners have shown in us strongly validates the vision. This capital will help us accelerate geographic expansion, deepen our platform and technology investments, and build a vertically integrated, fashion-first supply chain designed for speed, selection, and service." said Bhavik Jhaveri, Co-founder & CIO, ZILO.

Over the next 12-14 months, the funding will help ZILO deepen its capabilities and expand its market presence, the company said. While quick commerce has scaled rapidly across categories, the fashion playbook in the segment is still evolving.

Kriti Gupta, Vice President at Peak XV Partners added, "We believe the preferences of Indian customers are evolving quickly and fashion continues to be shopped the same way. ZILO has the potential to transform the customer experience and build a category defining platform."

"ZILO's next round is an early validation of our vertical quick commerce thesis and the belief that premium fashion shopping experience is still broken and offline. The Founder's experience has

helped ZILO leapfrog in early traction to take on larger established players in Mumbai", says Anoop Menon, Consumertech lead at Chiratae Ventures.

"Our continued investment in Zilo reflects our conviction in the emergence of vertical fashion quick commerce and the growing demand for convenience-led fashion discovery. We have strong conviction in the team's ability to build a scaled, differentiated business with best in class unit economics" Kitty Agarwal, Partner at InfoEdge Ventures. 

ZILO said the funding will enable it to offer one of the largest selections from top fashion brands under a single roof in a quick commerce format, strengthen its position in Mumbai, and expand to a few additional cities. The company will also continue investing in technology and teams to further improve customer experience

About ZILO:

ZILO is India's next-generation fashion-tech platform, redefining on-demand style with convenience, curation, and speed. Founded by ex-Flipkart and ex-Myntra leaders, ZILO delivers on-trend outfits from over 200 national, international, and D2C brands in under 60 minutes, with features like Home Trials, instant returns, and personalised style recommendations. Leveraging a hybrid supply model of dark stores and brand outlets, ZILO ensures fresh, in-season collections and a seamless shopping experience for urban consumers, combining the best of online convenience with offline flexibility

Zepto’s $450M Funding: A Boon for India’s Gig Workforce?

India’s quick commerce darling Zepto has just raised a staggering $450 million at a $7 billion valuation, marking one of the largest pre-IPO rounds in the country’s startup ecosystem. But beyond the headlines, this capital infusion could reshape the landscape for gig workers, who form the backbone of the 10-minute delivery revolution.

Scaling Up: What the Numbers Say

• Daily Orders: Zepto now fulfills approximately 1.6–1.7 million orders per day, up from 500,000 in mid-2024.
• Store Network: Over 700 dark stores across 80+ cities, with aggressive expansion planned.
• Cash Reserves: Post-funding, Zepto holds $900 million in net cash, ensuring deep runway for growth.

This scale-up directly translates to thousands of new delivery roles, especially in Tier 2 and Tier 3 cities where Zepto is expanding next.

Gig Worker Impact: 5 Key Dimensions

1. Job Creation Across Geographies

With Zepto’s footprint growing, demand for last-mile delivery partners will surge. Analysts estimate 30,000–50,000 new gig roles could be created over the next 12–18 months.

2. Platform Competition = Better Incentives

• Higher per-delivery payouts
• Joining bonuses
• Flexible shift options

This competitive dynamic could improve earnings and working conditions for gig workers.

3. IPO-Driven Formalization

• Enhance insurance coverage
• Offer minimum earning guarantees
• Improve algorithmic transparency

Investors and regulators will scrutinize labor practices, potentially leading to better protections for gig workers.

4. Regulatory Momentum

India’s Code on Social Security, 2020 includes provisions for gig and platform workers. Zepto’s scale makes it a likely candidate for early compliance, which could:

• Trigger ESI-like benefits
• Enable skill development programs
• Support retirement savings schemes

5. Youth Employment Surge

Quick commerce attracts young, mobile-first workers. Zepto’s expansion could offer:

• Flexible income streams for students and part-timers
• Digital onboarding and training
• Entry into India’s growing platform economy

Strategic Outlook

Zepto’s funding isn’t just about valuation — it’s about velocity. As the company races toward IPO, its gig workforce will expand, evolve, and potentially gain new protections. For India’s 7.7 million gig workers, this could be a pivotal moment.

Credible Sources Supporting This Estimate

• ETRetail reports that Blinkit, Zepto, and Swiggy Instamart collectively aim to hire over 400,000 workers by March 2025, driven by dark store expansion and category diversification.
• Zepto’s CEO stated that the company alone has created 1.5 lakh jobs as of April 2025, in response to public scrutiny of consumer internet startups.
• NITI Aayog’s 2022 report on India’s gig economy projects continued growth in platform-based employment, especially in logistics and delivery roles.

How the 30K–50K New Job Estimate Was Derived

Zepto’s current scale (700+ stores, 1.7M daily orders) suggests a need for tens of thousands of delivery partners.

If Zepto expands by even 20–30%, it could easily require 30,000–50,000 additional gig workers, especially in new cities and categories.

This estimate is grounded in sector-wide hiring data and Zepto’s own growth trajectory.

Final Word

If executed responsibly, Zepto’s growth could set a new standard for inclusive platform capitalism — where speed meets dignity, and scale meets social impact.

Sources:

• TechCrunch, Oct 2025
• NITI Aayog Gig Economy Report, 2022

Zulu Club Raises $250K to Reinvent Fashion Commerce in 100 Minutes

Fashion quick commerce platform Zulu Club has raised $250,000 in pre-seed funding from early-stage venture capital firm TDV Partners. The Gurgaon-based startup is reinventing the fashion shopping journey by blending the ease of online ordering with the confidence of offline exploration.

Unlike traditional e-commerce that relies on guesswork, static images, and high return rates, Zulu Club enables shopping from trusted malls and outlets. Users can order pre-curated Try-at-Home kits in just 100 minutes and try 4–5 items before committing to a purchase. The goal is to offer a confident, tactile shopping experience—without the doomscroll and without stepping out. This model addresses key structural issues in fashion e-commerce such as high returns and poor profitability by enabling cross-sell and up-sell, thereby boosting AOV.

Zulu Club surfaces the hidden gems of local fashion by transforming nearby collections into seamless digital experiences, offering delivery within 100 minutes for instant gratification to fashion-conscious urban shoppers.

“Most online fashion platforms are built for speed and variety—but that often comes at the cost of experience and confidence. We’re building Zulu Club to reintroduce trust and experience into fashion shopping, especially for millennial consumers who crave convenience and personalization,” said Adarsh Bhatia, Founder of Zulu Club. Adarsh previously led business at Fashinza, a tech-enabled apparel manufacturing startup, and brings deep domain expertise to this new venture.

Zulu Club’s core audience is urban millennials and Gen Z—style-savvy, time-constrained shoppers who seek a smoother, smarter way to shop. Unlike traditional e-commerce, which relies on static images and high return rates,

Zulu Club follows an experience-first model. Shoppers can:Shop from nearby malls through Zulu’s app

• Book live assistance for product exploration
• Receive curated Try-at-Home kits
• Place orders post-trial or during a call
• Get 100-minute delivery through Zulu’s own network

The latest app update enhances the end-to-end user journey with improvements in flow, customer coordination, and logistics for a faster and smoother experience.

“Zulu Club is tackling a fundamental friction in fashion e-commerce—shoppers want to try before they buy. Their Try-at-Home kits and instant delivery are built for today’s mobile-first, experience-led consumer,” said Ujwal Sutaria, General Partner at TDV Partners.“We’re excited to back a team that blends deep fashion expertise with grassroots execution. Zulu isn’t building another marketplace—it’s reimagining fashion retail for the next generation.”

Currently Live in Gurgaon, Zulu Club, which was founded in 2024, plans to leverage the fresh funding to expand across key neighborhoods in Delhi NCR, enhancing its reach among urban shoppers. The company will also focus on improving its Try-at-Home flows and personalization features and deepen partnerships with outlet stores and mall retailers, while investing strategically in logistics, operations, and customer engagement.

About Zulu Club

Zulu Club is a hyperlocal fashion platform that brings the mall to your doorstep—offering 100-minute delivery and Try-at-Home kits. Designed for the urban audience, Zulu is redefining convenience and confidence in fashion shopping.

Visit: https://zulu.club

About TDV Partners

TDV Partners is a micro-VC firm backing early-stage startups led by visionary founders with a global outlook. Founded in 2021 by serial entrepreneur Ujwal Sutaria, TDV has built a portfolio of 36+ startups across emerging sectors, including consumer technology, spirituality tech, consumer AI, and lifestyle upgrades. With a founder-first approach, TDV provides hands-on support across go-to-market strategy, product-market fit, fundraising, and team building—from ideation to scale. The firm announced its second corpus of ₹50 crore in October 2024 to deepen its commitment to nurturing innovative tech-driven ventures from India. With one successful exit already under its belt, TDV is on a mission to back the next wave of trillion-dollar companies born out of India.

To learn more, visit: www.tdv.partners

Swiggy to Deliver Stunning Silver Jewellery in 10 Minutes, Partners With Mia by Tanishq

Mia by Tanishq, one of India’s trendiest precious fine jewellery brands, announces its collaboration with Swiggy Instamart, marking its entry into the burgeoning quick commerce space. Starting this week, Mia’s exquisite silver jewellery collection will be available on Swiggy Instamart in more than 35 cities, including Gurgaon, Delhi, Kolkata, Pune, Bengaluru, Chennai, Mumbai, and Hyderabad. The operations will be offering customers the convenience of doorstep delivery of silver jewellery in under 10 minutes.

This partnership leverages Swiggy Instamart’s position as a market leader in quick commerce, known for its exceptional communication and operational excellence, to enhance the e-commerce experience for consumers.

The collaboration aligns with Mia by Tanishq’s strategy to expand its omni-channel presence, reaching new customers through diverse sales channels. As part of this partnership, Mia will introduce a range of stunning silver jewellery catering to the growing demand for precious jewellery in the quick commerce market. Whether it’s a special occasion or a thoughtful gift, Mia's silver jewellery promises to bring a touch of elegance and good fortune, delivered swiftly and seamlessly.

Sampurna Rakshit, Marketing & E-commerce Head - Mia by Tanishq, shared her thought on the collaboration:

This is an effort at our end to prioritise our consumers convenience and be present wherever the users are. Owing to Mia’s exquisite design language coupled with our affordable pricing, we have always been India’s favourite gift of choice. As quick commerce transforms the way India shops, consumers are also looking for stylish jewellery gifting options from trusted brands. So we are thrilled to partner with Swiggy Instamart, who can get many more consumers to access and experience our brand at their fingertips.

This strategic collaboration highlights the growing trend in the Indian retail landscape, where quick commerce platforms are emerging as key touchpoints for consumers prioritizing convenience. It ensures that customers are well-informed about Mia’s beautiful collections and the ease with which they can access these offerings through Swiggy Instamart.

Govt Enquires Quick Commerce Companies on Operating Model and Warehouse Ownership

Quick commerce companies like Blinkit, Swiggy Instamart, Zepto, and Bigbasket recently met with Indian government officials to discuss concerns related to Foreign Direct Investment (FDI) and their operating models.

The Department for Promotion of Industry and Internal Trade (DPIIT) chaired the meeting, which also included officials from the Department of Consumer Affairs and the Competition Commission of India (CCI).

The government is particularly interested in understanding how these companies operate their dark stores (mini warehouses within neighborhoods) and whether they comply with India's FDI norms for ecommerce, which prohibit online retailers with foreign investments from holding inventory.

Senior executives from Blinkit, Swiggy Instamart, Zepto, and Bigbasket met with officials from the Department for Promotion of Industry and Internal Trade (DPIIT), the Department of Consumer Affairs, and the Competition Commission of India (CCI).

Key Topics: The meeting focused on the ownership structure of dark stores (mini warehouses within neighborhoods), compliance with FDI norms, and the impact on traditional kirana stores.

Concerns Raised

FDI Compliance: Officials questioned whether quick commerce companies comply with India's FDI norms for ecommerce, which prohibit online retailers with foreign investments from holding inventory. Dark stores are a point of contention as they are used to store products for quick delivery.

Impact on Kirana Stores: There were concerns about how the growth of quick commerce affects traditional kirana stores, with some officials worried that it might lead to unfair competition and negatively impact small retailers.

Delivery Safety: Questions were raised about the burden on delivery partners to fulfill orders within 10 minutes and whether this creates road safety issues.

Company Responses

Supplementary Demand: Representatives from quick commerce companies argued that their services supplement demand rather than replace traditional retail.

Clarifications: They addressed concerns about delivery safety and clarified their compliance with regulatory norms.

Broader Context

Rapid Growth: Quick commerce is experiencing rapid growth, with companies raising significant capital and expanding their operations. 

Regulatory Scrutiny: The government is keen on ensuring that these companies adhere to regulatory frameworks to maintain fair competition and protect consumer interests.

The government plans to hold more such meetings to gather detailed information on the operations of quick commerce platforms. This ongoing dialogue aims to balance innovation with regulatory compliance and fair market practices.