India’s quick-commerce market is seeing deeper discounting as Amazon Now and Flipkart Minutes seek growth, while Blinkit and Swiggy’s Instamart have largely held back to protect margins.

Amazon Now is offering cashbacks ranging from 50 rupees (US$0.53) to 200 rupees (US$2.1), while Flipkart Minutes has Re 1 produce deals.

Meanwhile, Mumbai-based quick-commerce startup Zepto is selling some non-grocery items for 9 rupees (US$0.095).

The shift comes as Blinkit, owned by Eternal, reached operating breakeven in the third quarter of FY26 and posted an operating profit in the fourth quarter.

Meanwhile, Instamart is targeting contribution-margin breakeven this quarter.

Blinkit is estimated to control more than 50% of India’s quick-commerce market.

Per-order losses were estimated at 3.02 rupees (US$0.032) for Blinkit, 85.18 rupees (US$0.9) for Instamart, and 78.75 rupees (US$0.83) for Zepto.

Amazon plans 1,000 dark stores and Flipkart aims for 1,500 over the next few months, up from about 450-500 and 800 stores, respectively, while Blinkit is targeting 3,000 by March 2027.

🔗 Source: The Economic Times

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