Will the Q-Commerce model work in India?

Social media has been abuzz with talk surrounding Zomato’s 10-minute delivery promise. They are launching it on a trial basis in four locations in Gurugram. The internet is largely divided into two factions – one applauding Zomato for this bold new move, and the other questioning the need to create a market where none was needed, and unnecessarily putting the lives of its makers of delivery in grave danger by setting up such absurd delays.

Zomato is just the latest addition to the Q-commerce block – and it certainly isn’t the first! Swiggy did it with Instamart, Dunzo took part in it, and Blinkit – or Grofers – is also a key player in the market.

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Deal Street has been buzzing with activity in this space. More recently, Reliance invested in Dunzo acquiring an approximate 26% stake. Grofers rebranded itself as Blinkit after raising $100 million from Zomato last December. Zepto raised at a $225 million valuation in November 2021 and just a month later raised the next round at more than double the valuation!

Sensing the opportunity in this growing market, you also have Tata’s BigBasket exploring its Fresho Q-commerce offering. Amazon already has Amazon Fresh which delivers within hours. Ola recently entered this space and Flipkart launched 45-minute grocery delivery. The queue for fast trade is getting longer by the day, but does it have long-term growth potential?

Kabeer Biswas, co-founder and CEO of Dunzo, talks about the fast trade market and whether 10-minute deliveries make sense.

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