The Hindu festival of Rakhi, celebrated in August, turned into a testing ground for India’s fast‑growing quick‑commerce (Q‑Comm) sector. Meesho, the social‑commerce platform that enables small sellers to reach buyers via messaging apps, disclosed a 36 per cent jump in orders compared with the same period last year. The surge was most pronounced in tier‑3 and tier‑4 cities, where consumers increasingly rely on same‑day delivery services to send gifts at the eleventh hour.
Amazon, which operates a broader marketplace, reported a 2.5‑fold increase in its premium gifting category – a segment that includes higher‑priced items such as jewellery, electronics and branded apparel. The spike reflected a shift toward more affluent purchases, as shoppers in smaller towns and semi‑urban areas sought to send higher‑value gifts to relatives across the country. Both platforms attributed the growth to the convenience of instant‑order fulfilment, expanded logistics networks, and aggressive promotional offers tailored for the festive window.
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Industry analysts note that the convergence of improved internet penetration, affordable smartphones and last‑mile delivery capabilities has turned quick‑commerce into a preferred channel for time‑sensitive gifting. While Meesho leverages its network of micro‑entrepreneurs, Amazon’s strength lies in its extensive inventory and premium brand partnerships, creating a competitive landscape that pushes both players to innovate around speed, price and product assortment.
