Fri Jan 09 04:10:00 UTC 2026: ### Quick Commerce Thrives in India Amidst Global Struggles: An Analysis

The Story:
A recent report by Markets by Zerodha’s “The Daily Brief” analyzes the contrasting fortunes of quick commerce globally, particularly highlighting its success in India while it falters in the US and Europe. The article explores the unique conditions in India, such as lower labor costs, high population density, and established shopping habits at neighborhood “kirana” stores, which support the quick commerce model. In contrast, high labor costs, regulatory challenges, and sprawling suburban landscapes hindered the model’s viability in other regions.

The report also discusses the power dynamics of international standards, noting how bodies like the ISO, though intended to ensure quality, can inadvertently create barriers for emerging markets due to biases towards advanced economies. Despite these challenges, countries like India and China are increasingly influencing global standards through market leverage and innovation.

Key Points:

  • Quick commerce struggled in the US and Europe due to high labor costs, low population density, and regulatory restrictions on dark stores.
  • India’s lower labor costs and frequent neighborhood shopping habits have fostered the growth of quick commerce.
  • Companies like Getir, a pioneer in quick commerce, retreated from major markets like the US and UK.
  • International standards, set by bodies like the ISO, can inadvertently create barriers for emerging markets.
  • China’s quick commerce thrives within large “super-apps,” cross-subsidized by other offerings.
  • India, along with China, is increasingly influencing global standards in areas like EVs and telecom.
  • Credit growth continues to outpace deposits in Indian banks, raising concerns about liquidity.
  • Thyssenkrupp is considering selling its steel business to Jindal Steel International in stages.
  • SEBI is revamping stockbroker regulations, potentially widening the scope for operations.

Critical Analysis:
The survival of quick commerce in India is fundamentally tied to existing economic and cultural conditions, which are radically different from the US and Europe. This highlights how business models need to be tailored to the specific contexts in which they operate rather than being universally applied. The rise of local companies influencing global standards indicates a shift in power dynamics and the growing importance of emerging economies. The report’s analysis of international standard-setting bodies reveals how seemingly neutral technical frameworks are often embedded with political and economic biases that can impact global trade. The credit growth outpacing deposit mobilization will be an event to watch as this could put strain on the liquidity in 2026.

Key Takeaways:

  • Business model viability is heavily dependent on local economic and cultural contexts.
  • Emerging economies are increasingly influencing global standards through market leverage and innovation.
  • International standards can act as trade barriers due to inherent biases.
  • Cheap labor is crucial in India for quick commerce margins.
  • Quick commerce sustainability in India hinges on rising labor costs.

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