India’s Q-Commerce War Escapes the Grocery Aisle

India's quick commerce sector is rapidly expanding beyond its grocery roots, creating a new battleground for startups vying to deliver everything from fashion to household help in under an hour. For consumers like Ayanangshu Lahiri, a musician in Bengaluru, this meant getting a new outfit from startup Slikk just hours before a show. It's a sign of a market where instant gratification is becoming the baseline expectation.

From Avocados to Apparel

As Indian consumers grow accustomed to on-demand services, a new wave of startups is pushing the boundaries of the q-commerce model. Companies like Snabbit are moving into higher-margin categories like fashion and even facilitating services like housework. This diversification strategy is a direct response to a maturing consumer base that now expects the same level of speed and convenience for a wider range of needs.

Consolidation Looms as Competition Heats Up

While the market is expanding, it's also becoming more crowded and expensive. The quick commerce model is notoriously capital-intensive, requiring significant investment in logistics, technology, and marketing to capture market share. This high-stakes environment is fueling speculation that a market shakeout is inevitable.