The quick commerce sector in India has witnessed exponential growth, expanding nearly 60 times over the past five years. This surge has pushed traditional e-commerce giants to adapt, with major players exploring faster delivery models to meet consumer demand.
In November 2024, Myntra entered the 30-minute delivery space with M-Now, signaling intensifying competition. Amazon’s Prime service had already set new standards with same-day and one-day deliveries, prompting other e-commerce firms to consider their own quick commerce strategies.
Meesho’s Take on Quick Commerce
Despite the rapid rise of instant deliveries, Meesho’s Co-founder and CEO, Vidit Aatrey, believes the model has limitations. Speaking at the Invest Karnataka event in Bengaluru, Aatrey said that while quick commerce has achieved product-market fit, its appeal remains restricted to specific categories and a niche consumer base.
“There are people buying things from this segment, but it is limited to certain categories, driven primarily by the need for speed,” Aatrey stated. “Consumers who prioritize convenience are willing to pay a premium, a platform fee, or a convenience fee. However, the majority of India is not willing to do that—and that’s the real gap we are working to bridge.”
Unlike quick commerce firms focusing on instant deliveries, Meesho aims to cater to a broader audience. “Our goal has never been just to solve for convenience,” Aatrey said. “Instead, our focus has always been on bringing the majority of the country online—both consumers and small businesses.”
Affordability Over Speed
For Meesho, affordability and accessibility take precedence over ultra-fast deliveries. The platform has built its business around providing cost-effective solutions, particularly for consumers outside India’s Tier-1 cities.
While the company continues to expand, it has also secured fresh funding from Tiger Global Management, Think Investments, and Mars Growth Capital, alongside participation from Peak XV Partners and WestBridge Capital, according to Tracxn.
As Meesho prepares for an IPO, it has moved the National Company Law Tribunal (NCLT) for reverse flipping to India, with plans to file its Draft Red Herring Prospectus (DRHP) in the second half of 2025.
With quick commerce evolving rapidly, the industry will watch closely to see if more e-commerce players jump into the space—or if companies like Meesho redefine the market by focusing on affordability over speed.