India’s Q-commerce sector has entered a renewed round of discounting as Amazon and Flipkart intensify their competitive push. Meanwhile, market leaders Blinkit and Swiggy Instamart are largely avoiding the price war, focusing instead on improving profitability rather than chasing market share.
Market leader Blinkit, owned by Eternal, reached operating-level breakeven in the third quarter of FY26 and posted an operating profit in the fourth quarter. Swiggy Instamart is also aiming to achieve contribution margin breakeven during the current quarter.
Over the past year, quick-commerce companies scaled back discounts and introduced additional fees to strengthen unit economics and improve profitability. However, with competition heating up, the sector has once again shifted towards aggressive promotional offers to attract and retain customers.
Amazon’s quick-commerce platform, Amazon Now, is offering cashbacks of Rs 50, Rs 100 and Rs 200 based on order value, while Flipkart Minutes is luring shoppers with Re 1 offers on non-apparel products.
Meanwhile, Zepto, which is competing closely with Instamart for the second position in the market, is offering select non-grocery products for as little as Rs 9.
Industry executives stated that the market is currently split between two distinct strategies. While newer entrants are using deep discounts to acquire customers and expand market share, established players such as Blinkit and Instamart are prioritising sustainable growth and profitability over aggressive price competition.
According to a recent Grant Thornton Bharat report, quick commerce has become a part of everyday life, with 45% of users relying on it for urgent purchases and 24% for daily essentials.
Bharat Tex Special Report 2026 
