India’s retail sector is witnessing a fundamental transformation with the rapid rise of quick commerce, a model that promises delivery of groceries and essentials in 10 mins. Recognizing the potential of this emerging format, Kearney India has released a new report titled The Rise of Quick Commerce: Transforming India’s Retail, Consumer Behaviors, and Employment Dynamics. The report forecasts that India’s quick commerce grocery market will triple between 2024 and 2027, reaching Rs. 1.5–1.7 lakh crore, with growth extending to cities with populations over 5 lakhs.
The report highlights that consumers are embracing the model not primarily for discounts, but for its speed, curated and large assortment, and convenience, qualities that are increasingly
influencing every day and impulse purchasing. The shift is visible across categories such as snacking, gifting, personal care, and household essentials, with premiumization also on the rise. “Quick commerce is a fundamental shift that’s become a core pillar of India’s retail sector,” said Siddharth Jain, Managing Partner and Country Head, Kearney India. “It’s not only changing how India shops, but brands, too, are adapting their strategies. As quick commerce channels gain traction, companies are allocating higher budgets, ensuring visibility and presence within the format. Overall, the landscape is reshaping consumer expectations and forcing brands to rethink
how they reach their customers.” Siddharth added, “Quick commerce is also rapidly emerging as a major employment generator, with an estimated 6–7 lakh people currently employed in the sector and projections pointing to 11–13 lakh by end of 2027.”
Ankur Singh, Partner, Consumer and Retail at Kearney India added, “What sets quick commerce apart is its ability to combine ultra-fast deliveries, a broader assortment of products, and highly optimized supply chains. This unique combination is not just enhancing convenience but also reshaping how consumers engage with different product categories. Ankur added, “What’s particularly noteworthy is that this migration is not uniform across all categories. While food—especially staples—has seen the highest adoption rates in the early phase, our analysis challenges the perception that quick commerce is limited to top-up purchases. Instead, we are witnessing a broader evolution in consumption patterns, with quick commerce driving incremental growth and premiumization in some areas.”
Additionally, Ankur underlined, “Quick commerce is not just a fleeting trend—it represents a fundamental shift in the retail landscape. Its speed, convenience, and efficiency are redefining
the future of grocery shopping in India, making it a true game-changer for the industry.”
