Quick commerce is helping brands thrive but can brands afford the success?

A couple years ago, quick commerce platforms were the place to be for up and coming brands across the country. Just a little sliver of real estate on a rapid delivery app was enough to put them on the map.

But now, many of these brands are very quickly realising that success on a Blinkit or a Zepto is a double edged sword. With it comes high commissions, marketing fees, and the constant pressure to never run out of inventory.

Some brands have now had enough.

How did it get here? The Ken reporter Nuha Bubere explains.

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