DTDC launches Raftaar: Rapid commerce as India’s next big growth engine
DTDC leads India’s rapid commerce revolution
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Last Updated: Sep 15, 2025, 15:53 IST4 min
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On August 22, DTDC marked its 35 years celebration with an event that set the stage for the future of e-commerce and logistics. Branded “The Emergence of Rapid Commerce in India,” the evening was both a celebration of the company’s legacy and a statement of intent. In partnership with Boston Consulting Group (BCG), DTDC unveiled a white paper that quantified the scale of India’s rapid commerce opportunity and positioned the company at the forefront of this emerging model.
A Gathering of Industry Leaders
The event drew founders, entrepreneurs, and logistics experts from across the country. Conversations centered on how technology, infrastructure, and consumer behavior are converging to make speed the decisive factor in e-commerce. Arpita C. Mittra, Director, Customer Experience at DTDC, set the tone of the event by reflecting on the company’s resilience over three and a half decades. She stressed that adaptability has been DTDC’s defining trait, and that same agility now guides the company as it addresses the demands of new-age, digital-first India.Changing Customer Expectations
The panel featured Lavneesh Arora, Principal Venture Architect, BCG, in discussion with Abhishek Chakraborty, CEO, DTDC; Rahul Sanghvi, Managing Director & Partner, BCG; Lokesh Daga, CEO & Managing Director, Nasher Miles; Sumit Shah, Co-Founder & COO, BOHECO; and Abhiroop Medhekar, Co-Founder & CEO, Velocity. The panel highlighted the shifting balance of power between businesses and consumers. Today’s buyers are informed, vocal, and unwilling to compromise on convenience. They expect transparency, personalization, and above all, speed.Across categories as diverse as luggage and healthcare, customers are shaping markets through their demand for instant gratification. A suitcase or a medical product is no longer expected in three days. It is expected within hours. These expectations are not confined to metropolitan India. Tier-2 and Tier-3 consumers mirror the same urgency, making speed a nationwide imperative.
The Market Potential
The DTDC-BCG white paper underscored the magnitude of the opportunity. Rapid commerce is projected to become a $20 billion GMV market by 2030, opening a logistics segment worth over $2 billion. This evolution signals a decisive shift away from the traditional hub and spoke system toward shared dark store infrastructure. Such models allow brands to extend reach at lower costs while enabling faster fulfillment across geographies. For logistics players, the opportunity extends beyond delivery timelines. It reshapes how infrastructure, partnerships, and margins are structured.Brand Perspectives on Speed
Executives from leading brands shared how speed has become central to their strategies. Lokesh Daga of Nasher Miles noted that quick commerce has transformed consumer psychology. While travel goods were once considered purchases planned in advance, the rise of rapid delivery has normalized last-minute buying decisions. Sumit Shah of BOHECO emphasized the importance of urgency in wellness categories where consumer need is immediate. Abhiroop Medhekar of Velocity presented data showing a direct link between delivery speed and reduced returns. A one-day cut in timelines correlates with a five percent drop in return-to-origin rates, proving that speed has a measurable impact on operational efficiency and top-line growth.The Launch of Raftaar
The centerpiece of the evening was the unveiling of Raftaar, DTDC’s proprietary rapid commerce solution. Raftaar is positioned in the 2-to-6 hour delivery space, described as the sweet spot between 15-minute quick commerce and the three-day model of traditional e-commerce. By leveraging a distributed network of 16,000 customer points and dark stores across India, DTDC promises brands faster delivery without the trade-offs of ceding control to marketplaces. Raftaar ensures that companies retain access to consumer data, avoid high commissions, and improve margins. It also allows for scale and flexibility, enabling brands to go live almost immediately using DTDC’s existing infrastructure.Leadership Reflections
In another session Alpesh Shah, Managing Director & Senior Partner, BCG, spoke about India’s strong economic trajectory and how it uniquely positions the country to leapfrog into rapid commerce. Later, Ajay Sukhwani, Vice President and Head of Integrated E-commerce Logistics at DTDC, described how speed has become the baseline expectation in business and why the real white space lies in the four-to-six hour delivery window.Subhasish Chakraborty, Chairman and Managing Director of DTDC, brought a personal dimension to the discussions. Recalling the early 1990s when he founded the company, he described DTDC as the “OG startup” that solved the pain point of unreliable distribution systems. He argued that the future lies in recognizing pain points and building long-term solutions around them. His framing of commerce as a choice between Q (quick), S (slow), and R (rapid) was symbolic. In his view, rapid commerce provides the balance that will define India’s next phase of growth. He stressed that DTDC’s journey is now moving “from express to exponential”.
A Macro Backdrop of Growth
India’s macroeconomic environment reinforces this optimism. The country has sustained GDP growth of around 6.5 percent annually for over three decades, transforming it into a $4 trillion economy. By 2047, the economy is expected to reach $15 to 16 trillion, with consumer confidence rising in tandem. A new India is emerging where speed is not a premium but a baseline expectation. As digital adoption spreads through UPI, online marketplaces, and social commerce, consumers in every tier of the market will align their choices around convenience and immediacy.Outlook
DTDC’s launch of Raftaar represents more than a corporate milestone. It signals the creation of a delivery model designed for scale, profitability, and resilience in a demanding consumer landscape. The implications are far-reaching. D2C brands can focus on product and customer engagement without building their own logistics arms. Investors can view rapid commerce as a sector ripe for growth. Consumers can expect faster, more reliable service.The white paper and the event converged on one conclusion. Speed is no longer optional. It is the new competitive edge in Indian commerce. By placing itself at the center of this shift, DTDC aims to lead not only in logistics but in shaping the future of how India shops and consumes.
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First Published: Sep 15, 2025, 15:53
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