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India’s e-commerce sector has transformed into one of the most dynamic engines of consumption growth. The market has already crossed $80 billion in gross merchandise value, expanding at nearly 20 percent annually. This surge is powered by rising incomes, expanding digital penetration, and the everyday convenience that draws millions of consumers online. As the market grows, consumer expectations are shifting sharply. Over 60 percent of shoppers are now willing to pay extra for same-day delivery. For them, speed is no longer an add-on; it is a decisive factor in choosing where to shop. This urgency has forced businesses to reimagine fulfillment models, raising questions about scale, efficiency, and sustainability.

Navigating Barriers to Growth

The road to faster fulfillment is not without obstacles. Real estate availability is limited, regulatory hurdles are persistent, and maintaining the right SKU mix requires constant optimization. Order density, a critical driver of cost efficiency, remains a fragile balance. These structural barriers challenge both established and emerging players seeking to scale in an increasingly competitive landscape.

Rapid vs. Quick Commerce

The initial rush toward quick commerce promised deliveries within the hour. Yet, the economics have proven difficult. We can narrow these down to the high costs of such operations that strain profitability, especially beyond metropolitan hubs. Rapid commerce has emerged as the middle ground. Deliveries within four to six hours strike the balance between speed and economics. This model addresses consumer demand for faster service while maintaining financial viability for businesses.

Expanding Beyond Groceries

While groceries built the early foundation, the next phase of growth lies in diversification. Categories such as skincare, health supplements, electronics accessories, gifting, and even auto parts are driving demand for rapid commerce. These verticals benefit from consumer willingness to pay a premium for quick access, creating a new growth corridor.

By 2030, rapid commerce is projected to cross $20 billion in GMV. In parallel, the sector is expected to unlock a logistics opportunity exceeding $2 billion. Brands, logistics providers, and consumers all stand to benefit as efficiency and scale improve.

DTDC’s Raftaar Initiative

DTDC has recognized the opportunity and launched Raftaar, a logistics solution designed specifically for rapid commerce. The service is built around a four-to-six-hour delivery window, targeting high-demand categories including beauty, electronics accessories, health supplements, and gifting. By focusing on these segments, Raftaar addresses categories with a strong consumer appetite for same-day fulfillment.

Shared Infrastructure Advantage

One of Raftaar’s distinctive features is its use of shared infrastructure. Instead of requiring brands to invest heavily in their own logistics setup, DTDC leverages shared dark stores, modular hubs, and batched delivery models. This approach reduces costs for brands while accelerating service to end consumers. The model enables smaller and mid-sized businesses to compete on speed without carrying the heavy burden of building last-mile infrastructure.

Scaling Beyond Metros

A key strength for DTDC is its nationwide reach. Raftaar is designed not only for big cities but also for Tier 2 and Tier 3 towns. In these areas, quick commerce companies often find it difficult to expand due to fewer orders and higher operating costs. In contrast, DTDC’s established network enables Raftaar to close the accessibility gap, expanding rapid commerce into regions usually not served well by faster delivery services.

Technology and Efficiency at the Core

The promise of rapid commerce depends on precision. Raftaar integrates technology across its operations, from routing optimization to digital tracking. Modular hubs enable agile handling of inventory, while batched deliveries enhance efficiency. These investments in operational design are not incremental adjustments; they are central to building a logistics engine capable of meeting the rising demand for speed.

The Future of Fulfillment

India’s e-commerce market has long been defined by scale. The next chapter demands scale with speed. Rapid commerce has emerged as the model that delivers on consumer expectations while remaining economically viable. With Raftaar, DTDC is positioning itself at the forefront of this change, uniting infrastructure, technology, and reach to serve the new era of commerce.

The pages slugged ‘Brand Connect’ are equivalent to advertisements and are not written and produced by Forbes India journalists.

First Published: Sep 13, 2025, 17:01

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