CCI Scrutinizes Market Share of Quick Commerce Players in FMCG Sector
The Competition Commission of India (CCI) has requested detailed market share data from major quick commerce platforms on their operations within the fast-moving consumer goods (FMCG) space, according to recent reports. The move comes amid growing concerns over the dominance and anti-competitive conduct of select digital players in the segment.
Leading quick commerce platforms, including Zepto, Swiggy Instamart, Blinkit (operated by Zomato), and BigBasket’s BBNow, have been approached by the Commission. The CCI has asked for specifics related to product categories, market share across regions, and pricing models. These insights are expected to help the regulator assess whether some platforms may be engaging in practices that could stifle competition or impact traditional FMCG distribution networks.
The investigation gains significance as quick commerce continues to expand rapidly across urban India. According to industry estimates, quick commerce in India is projected to grow at a CAGR of over 45%, with FMCG comprising a substantial portion of the order volume. Household essentials, packaged foods, and personal care products are among the most frequently purchased items through these rapid delivery apps, making them key players in the FMCG retail ecosystem.
Sources indicate that the CCI review is part of a larger study of online markets and digital dominance, launched earlier this year. The Commission had earlier flagged concerns about deep discounting, preferential search algorithms, and exclusive tie-ups that can distort market dynamics—issues that are particularly relevant as quick commerce platforms forge closer links with both legacy FMCG brands and D2C players.
As FMCG companies seek omnichannel growth, the evolving relationship with quick commerce platforms presents both opportunities and regulatory questions. For brands, these platforms offer speed, expanded reach, and granular consumer data. However, concerns around pricing parity, margin pressures, and data access remain under active discussion.
The CCI’s intervention is expected to prompt more disclosure and clarity in the business practices of leading players. For FMCG manufacturers navigating the quick commerce landscape, this scrutiny underscores the importance of maintaining competitive fairness while tapping into this high-growth channel.