Wondrlab’s Ajeeta Bharadwaj looks at the pros and cons of quick commerce in India and how brands can resolve the industry’s negative aspects to acquire the X factor.

Why it matters

To make themselves relevant and acquire the X factor, quick commerce brands must be taken for granted by customers, build a positive balance of customer delight, and tackle sustainability issues.

Takeaways

• Q-commerce brands must ensure they are the customer’s choice and not merely an easily substitutable channel.
• Discounts are not sustainable; brands may need a more intuitive interface and customer experience to deliver customer delight....