RJ Kesari News Desk: India's quick commerce industry is entering its most competitive phase yet. The race to deliver groceries and daily essentials in 10 minutes has now turned into a full-scale price war, with Amazon Now and Flipkart Minutes aggressively rolling out deep discounts, cashback offers, and ultra-cheap deals to win customers.

Their aggressive entry is putting pressure on established players like Blinkit, Swiggy Instamart, and Zepto, forcing the entire industry to rethink its pricing and profitability strategies.

Amazon and Flipkart Lure Customers with Huge Discounts

To rapidly expand their customer base, both e-commerce giants have launched eye-catching promotional offers.

Amazon Now is offering cashback of:

• ₹50 on eligible orders
• ₹100 on higher-value purchases
• ₹200 on premium order values

Meanwhile, Flipkart Minutes is attracting shoppers with fresh fruits and vegetables starting at just ₹1, making it one of the most aggressive pricing campaigns seen in India's quick commerce market.

These offers are designed to encourage first-time users and increase repeat purchases in an increasingly crowded sector.

Blinkit and Instamart Stay Focused on Profitability

Unlike the new entrants, market leaders Blinkit and Swiggy Instamart have largely avoided joining the aggressive discount battle.

Industry experts say both companies are prioritizing sustainable profitability over short-term customer acquisition.

Blinkit, owned by Eternal, achieved operating-level break-even in the third quarter of FY2026 and reported an operating profit in the following quarter. Swiggy Instamart is also working toward achieving contribution margin break-even in the current quarter.

Over the past year, leading quick commerce platforms reduced heavy discounting, introduced platform fees, and optimized delivery charges to improve unit economics. However, the arrival of Amazon and Flipkart has once again intensified promotional spending across the sector.

Zepto Also Joins the Discount Race

The competitive pressure isn't limited to Amazon and Flipkart.

Zepto, which is battling Swiggy Instamart for the second spot in the market, is offering selected non-grocery products for as low as ₹9, adding further intensity to the ongoing pricing war.

According to a senior quick commerce executive, the industry is currently witnessing two distinct strategies:

• New entrants are aggressively spending to acquire customers.
• Established players are protecting margins and focusing on long-term profitability.

Why Blinkit Isn't Matching Every Discount

Industry insiders believe Blinkit's strategy is driven by long-term value creation rather than chasing market share at any cost.

For companies with an already large customer base, matching every promotional offer may not generate proportional returns. Instead, improving profit margins can create greater shareholder value than aggressively increasing market share through heavy discounts.

This disciplined approach has helped Blinkit strengthen its financial performance despite growing competition.

Kotak Report Highlights Growing Competition

According to a recent report by Kotak Institutional Equities, pricing competition in India's quick commerce sector remains extremely intense.

The report notes:

• Zepto offers free delivery on minimum orders between ₹99 and ₹149.
• Amazon Now is focusing on cashback and price discounts.
• Flipkart Minutes provides discounts on orders above ₹299.

The report also points out that Blinkit remains the most disciplined player in terms of product pricing, cart-level discounts, and platform fees, while Swiggy Instamart is offering relatively lower discounts compared to newer entrants.

Amazon Targets Leadership with Expansion to 300 Cities

Amazon has made its ambitions clear.

During CEO Andy Jassy's recent visit to India, the company announced plans to expand Amazon Now from its initial target of 100 cities to 300 cities, signaling a major push into the country's booming quick commerce market.

Earlier, Amazon India Country Manager Sameer Kumar stated that the company's long-term objective is to become the market leader in quick commerce.

Industry analysts believe the current competitive environment resembles the early days of Blinkit, Zepto, and Instamart, when aggressive customer acquisition campaigns reshaped the market.