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Category: e-commerce

  • Newme launches Zip in Bengaluru with 60-minute delivery for hyper-speed fashion fix

    Newme launches Zip in Bengaluru with 60-minute delivery for hyper-speed fashion fix

    MUMBAI: In a city where fashion moves faster than the traffic does, Newme has just dropped a delivery promise as bold as its crop tops. The gen z-favourite fashion-tech label launched Newme Zip in Bengaluru—offering doorstep delivery of the latest styles in under 60 minutes.

    Following a successful trial in Delhi-NCR where the brand operated on a 90-minute window, Bengaluru becomes the second city to test the model. Backed by dark stores across the city and over 1,500 SKUs, Newme’s latest rollout makes lightning-fast fashion a literal reality.

    “Gen z is clear in what they want—style that’s current, access that’s instant, and experiences that feel personal”, said Newme co-founder & CEO Sumit Jasoria. “The overwhelming response to our pilot confirmed that. Fast fashion can’t afford to be slow”.

    Founded three years ago, Newme has already made its mark with weekly fashion drops, 14 stores nationwide, and a fervent digital community. But Zip could be its boldest move yet—pitting its speed not just against competitors but against city gridlocks. Early tests clocked deliveries between 30 to 60 minutes, even during peak hours.

    The secret sauce?

    An integrated network of dark stores positioned strategically to tackle hyperlocal orders and minimise lag time between order and doorstep.

    With Bengaluru now zipping into the fast lane, Newme is eyeing rollouts in Mumbai and Hyderabad soon. At a time when fashion e-commerce players still deliver in days, Newme Zip is redefining ‘add to cart’ as ‘add to closet’—in under an hour.

  • Brave new ads win hearts while playing it safe fades into the feed

    Brave new ads win hearts while playing it safe fades into the feed

    MUMBAI: If your campaign doesn’t make you squirm a little, you’re probably doing it wrong. That was the bold takeaway from Paris-based creative powerhouse Marcel CCO & CEO Youri Guerassimov who took the Goa Fest 2025 stage with a keynote titled Creativity That Dares to Disrupt.

    In an age where consumers are bombarded with over 6,000 ads a day, Guerassimov made a case for courage over comfort. “Visibility is not enough,” he said. “To stand out, you have to stand for something.”

    And the numbers agree. According to Edelman, 86 per cent of consumers expect brands to take a stand on social or environmental issues. Two-thirds (66 per cent) are even willing to switch loyalties if a brand stays silent on values that matter. In short: if you’re not bold, you’re forgettable.

    Guerassimov pointed to iconic examples of brand bravery from Nike’s controversial Colin Kaepernick campaign to Volvo’s decision to open-source their safety innovations. Whether it’s risking backlash or sharing competitive advantage, these brands chose purpose over polish and won loyalty in the process.

    But bravery, he clarified, isn’t just activism. “It can be design-led, strategic, or operational.” Take McDonald’s minimal outdoor ad that simply showed its fries arches pointing to the nearest outlet. Or Marcel’s own work with Intermarché, turning ugly produce into a national movement with the “Inglorious Fruits and Vegetables” campaign.

    Some acts of courage are barely visible like adding a few meaningful words to a supplier contract. But when done with conviction, even the smallest gestures echo the brand’s beliefs. “True bravery can show up in backrooms and boardrooms,” he said.

    He also highlighted Patagonia’s radical profit pledge, where the brand’s CEO donated all company profits to fight climate change, as the ultimate example of purpose-driven marketing that became part of global culture.

    According to Guerassimov, bravery is not about budget or bravado, it’s about belief. It’s a tool to cut through the noise, create culture, and connect with consumers on a level that spreadsheets can’t quantify.

    As he put it with disarming simplicity, “Fear is temporary. Regret is forever.”

    So the next time a campaign idea gives you a nervous twitch, take it as a sign you might be on the right track.

  • Flipkart rewrites retail media with speed data and a dash of drama

    Flipkart rewrites retail media with speed data and a dash of drama

    MUMBAI: What do love, Lays and logistics have in common? Flipkart, apparently. At its Goa Fest 2025 masterclass, the e-commerce giant rolled out a full-funnel manifesto for how brands can advertise smarter, sell faster and even deliver anti-love chocolates in 10 minutes flat. Packed with metrics, media strategy, and a sprinkling of Valentine’s wit, the session was a whirlwind tour of how retail media is no longer just about deals but about data, delight and deep hyperlocal targeting.

    At the Flipkart masterclass held at Goa Fest 2025, the brand flipped the script on what e-commerce advertising can do showcasing how its ecosystem is now a robust, intelligent ad-tech playground for everyone from FMCG giants to rural D2C sellers.

    Launched as Flipkart’s quick commerce vertical, Flipkart Minutes is not just delivering tomatoes in 10 minutes, it’s shipping electronics. Over 25–28 per cent of all orders now include phones and gadgets, especially in Tier 2 India, where users increasingly need a “Pogo phone” faster than their Wi-Fi can buffer.

    But the brilliance isn’t just logistical, it’s hyperlocal advertising. Brands can now target delivery guys’ helmets in Koramangala or run a Valentine’s Day campaign only for Bangalore. Flipkart cited Cadbury’s 42 per cent YoY sales growth from a split “pro-love” and “anti-love” campaign using Minutes, a strategy that played both sides of the heart-shaped field.

    Flipkart’s Iris analytics platform empowers advertisers with full-funnel insights. Beyond ROAS (Return on Advertising Spend), brands now get New-to-Brand (NTB) metrics measuring how many fresh eyeballs saw and clicked their products.

    With over 2,000 types of audience signals in play and 80 per cent of advertisers using them, Flipkart is serious about understanding behaviour, not just demographics. Think: not just who’s browsing, but what they previously bought, which pin codes they search from, and what their most-used credit card says about them.

    Perhaps the most disruptive insight? Flipkart is offering a line of ad credit to small and rural advertisers based on past performance. Instead of upfront payments, sellers can now use ad credit and pay back as a percentage of actual sales freeing up crucial cash flows.

    Flipkart’s Brand Self-Serve portal has gone from being a display hub to an intelligent coach. Its Keyword Planner allows precise targeting (e.g. phones under Rs 30,000), while PCS Spotlight brings masthead-style prominence right inside search results.

    Thanks to 6–7 layers of search recommendations, even first-time advertisers can run effective campaigns. Add to that Product Performance Ads and a creative Brand Solutions team, and what you have is not just ads, but entire storytelling experiences optimised for ROAS and reach.

    Flipkart’s anecdotal evidence packs punch. Coke targeted party hours before New Year’s by finding users buying Lays and Chakna—not soda. Cadbury ran two opposing Valentine’s Day campaigns, pro-love for Silk, anti-love for Gems and saw their sales shoot up 42% over last year’s campaign.

    With Big Billion Day on the horizon, Flipkart is focusing on customer loyalty targeting, allowing brands to reach habitual discount-hunters during specific periods.

    Their ambitious roadmap includes pushing retail media as a top-funnel tool too. It’s no longer just a performance play. Retail media is now about brand discovery, contextual engagement, and creative risk-taking without betting the whole national ad budget.

    From smart shopping insights to delivering slow-mo smartphones faster than you can say “Galaxy S24 FE,” Flipkart’s masterclass proved one thing: retail media isn’t just booming, it’s blooming.

  • Zepto names Rachit Ranjan its chief public policy officer in a bid to power responsible growth

    Zepto names Rachit Ranjan its chief public policy officer in a bid to power responsible growth

    MUMBAI: The delivery race isn’t just about speed anymore; it’s about strategy. India’s breakout quick commerce unicorn, Zepto has appointed Rachit Ranjan as its chief public policy officer, effective May 2025. The move signals the startup’s intent to double down on responsible innovation as it scales across India’s hyper-competitive e-commerce landscape.

    Ranjan will lead Zepto’s policy, regulatory and government affairs, helping shape frameworks that align the company’s rapid expansion with national priorities like digital inclusion, job creation, and ethical growth. He brings with him more than 15 years of policy and regulatory experience, with a CV that spans Dream11, Whatsapp, Juul Labs and Uber.

    “We’re thrilled to welcome Rachit to Zepto. As we scale rapidly across India, having a sharp, mission-driven leader in public policy is more important than ever. Rachit brings a deep understanding of the policy landscape and a proven ability to build trust with diverse stakeholders—qualities that are crucial to navigating a fast-evolving regulatory environment and building long-term value”, said Zepto co-founder & CEO Aadit Palicha.

    An alumnus of the University of California, Berkeley School of Law and NUJS Kolkata, Ranjan has operated at the intersection of governance and tech for over a decade. On his appointment, he noted, “Zepto’s incredible growth story has captured the imagination of the entire country. I’m thrilled to join Zepto at such a transformative time for both the company and the quick commerce space. I look forward to working with the amazing team at Zepto to deliver innovation that is responsible and aligned with the broader vision of inclusive growth. In doing so, I also look forward to working in partnership with the Government and stakeholders to ensure Zepto plays a crucial role in realising India’s techade”.

    His appointment reaffirms Zepto’s commitment to shaping a transparent, sustainable and compliant growth path in a sector where policy uncertainty and scale are often at odds. With Ranjan at the helm of public policy, Zepto appears ready to zip past that contradiction.

  • Instamart teams up with Home Centre to deliver décor and kitchenware in just 10 minutes

    Instamart teams up with Home Centre to deliver décor and kitchenware in just 10 minutes

    MUMBAI: Instant gratification just got a stylish upgrade. In a first-of-its-kind partnership, Instamart has onboarded Home Centre, bringing premium home décor and kitchenware products to India’s quick commerce circuit—with delivery promised in under 10 minutes.

    Starting this week, users in Bengaluru, Mumbai, New Delhi, and Gurgaon can browse and order over 120 curated products from Home Centre via the Instamart app. The offering includes a wide array of everyday and aspirational items—from serveware, dining sets, and organisers to table lamps, clocks, and kitchen essentials.

    The move marks a significant shift in quick commerce strategy, as Instamart expands beyond daily necessities into lifestyle retail. With over 35,000 products already spanning groceries and electronics, the company is now catering to urban consumers who expect instant access to products that enhance not just their routines but also their homes.

    “At Home Centre, we have always placed consumer needs at the core of our product offering”, said Home Centre India CEO Sitaram Kumar. “Our partnership with Instamart represents an important step forward in meeting the demands of today’s fast-moving consumers, delivering faster, smarter service to match their evolving lifestyles”.

    Echoing the sentiment, Instamart CEO Amitesh Jha said, “Instamart is committed to expanding the boundaries of quick commerce. This partnership with Home Centre is a step towards delivering not just essentials, but high-quality lifestyle products on demand—instantly enhancing the homes and lives of our users”.

    This isn’t Instamart’s first foray into the lifestyle category. Two years ago, it began offering soft furnishings and décor items, with blankets becoming one of the platform’s most searched products in 2023. Since then, its lifestyle catalogue has grown into the thousands.

    The Home Centre partnership represents a new chapter—one where design meets delivery speed, and where your next living room upgrade is only 10 minutes away.

  • Drawn to attention Flipkart sketches a buzz for Motorola Edge 60

    Drawn to attention Flipkart sketches a buzz for Motorola Edge 60

    MUMBAI: When it comes to grabbing eyeballs, Flipkart and SW Network didn’t just think outside the box they drew outside the lines. In a bold and brilliantly visual activation, Flipkart collaborated with integrated advertising agency SW Network to bring the Motorola Edge 60’s stylus feature to life, literally. Shoppers at Nexus Select Citywalk in Saket, New Delhi, were treated to a live art performance, where artists wielded a giant stylus to doodle directly onto the mall courtyard, transforming the bustling shopping hub into a buzzing, open-air sketchpad.

    The larger-than-life installation drew crowds who watched in awe, snapped selfies, and shared the experience online turning an offline moment into a digital wave. By highlighting the stylus feature in such a hands-on and artistic way, the campaign cleverly bridged functionality with flair.

    SW Network Co-founder, Raghav Bagai commenting on the campaign said, “We believe creative ideas should solve real business needs. In this case, highlighting the stylus, quite literally, made the brand stand out and got people to sit up and take notice of an otherwise cluttered category. Mission accomplished.”

    SW Network, director of youthbeat Shubham Chawla said, “What looked like a simple doodle on the floor was actually the result of 12 hours of relentless effort and planning. But that’s the thing with good ideas, they often appear effortless, but making them real takes a whole lot of hard work behind the scenes.”

    The activation didn’t end at the mall. A newspaper jacket ad carried the campaign further, inviting readers to try the stylus themselves, extending the experience across media and minds.

    In a market where campaigns often blur into one another, this one scribbled its way into consumer consciousness showing that a bit of creativity (and a really big pen) can go a long way.

  • Timex jumps into quick commerce with Instamart to deliver watches on the double

    Timex jumps into quick commerce with Instamart to deliver watches on the double

    MUMBAI: Timex has added a new tick to its retail playbook. The watchmaker has entered the quick commerce space by launching its Timex and TMX collections, including TMX Kids, on Swiggy Instamart starting 1 May. From birthday rushes to last-minute gifting, watches are now just a few taps away.

    As part of its omnichannel strategy, Timex is targeting urban shoppers who value speed, convenience, and style. With collections ranging from Rs 699 to Rs 7000, the brand aims to cater to gifting, fashion, and functional needs without the wait. The launch also includes TMX Kids watches priced at Rs 699 and Rs 799—marking its move into accessible entry-level segments.

    “Quick commerce is redefining how brands connect with consumers, offering speed, convenience, and accessibility like never before. As this space continues to grow, it’s crucial for brands to evolve alongside it. At Timex, we are proud to strengthen our presence on platforms like Swiggy Instamart, ensuring our products are easily accessible to consumers, offering them a seamless shopping experience in just a few clicks”, said Timex India MD Deepak Chhabra.

    Initially available across Delhi NCR, Bengaluru, Hyderabad, and Mumbai, Timex plans to scale nationwide in coming months. The move signals a sharper retail pivot from the heritage brand as it adapts to changing consumer behaviour and delivery expectations.

    Besides Swiggy Instamart, Timex is already live on Flipkart-Minutes and Myntra-Now—cementing its quick commerce footprint across India’s biggest instant delivery platforms. As the gifting economy gets speedier, Timex is making sure time is always on your side.

  • Zepto pads up for PMS with a comfort-first search that feels your feels

    Zepto pads up for PMS with a comfort-first search that feels your feels

    MUMBAI: Ever searched for “appraisal” and been served peanuts? Or typed “Prashant” only to get croissants? On Zepto, it wasn’t just a glitch, it became a vibe. What started as meme-worthy misfires on the quick commerce app’s search bar has quietly morphed into something far more meaningful: a barometer for mood, emotion and, now, premenstrual meltdowns.

    Zepto’s latest feature, the PMS Search Experience, is a dedicated landing page curated by the women of Zepto to tackle the monthly rollercoaster of premenstrual syndrome with empathy and humour. Typing “PMS” into the app now leads users not just to pads and painkillers, but to a digital moodboard of comfort: herbal teas, heating patches, chocolate bars, plush toys, aromatherapy, and even boxing gloves because some days, “ragey” needs a release.

    The page is cleverly divided into relatable moods Crampy, Ragey, Lazy, Irritated, Sad, and Hangry each with tailored product recommendations that promise to soothe, snack or simply see you.

    “We heard you. ‘PMS’ is now a search term on Zepto,” said Zepto chief brand and cultural officer Chandan Mendiratta “This wasn’t just about adding period care SKUs we built what we’re calling an emotion page. Something that mirrors the mental and physical state of our users, especially during tough days. We hope it brings comfort, even if you don’t buy anything. And I want to be clear: I won’t and shouldn’t take credit for this. This was built entirely by the women of Zepto. They get you.”

    The brand, which earlier launched the viral Period Box, seems to be on a roll when it comes to blending commerce with cultural context. In a world where search bars have long been functional, Zepto’s is slowly becoming emotional and refreshingly human.

    For anyone who’s ever searched “Monday blues” or “comfort food” and hoped for more than just items in a cart, this is Zepto quietly saying: we get you.

  • Retail’s runway moment as offline struts ahead of digital discounts

    Retail’s runway moment as offline struts ahead of digital discounts

    MUMBAI: Clickbait may be sexy, but cash still walks into stores. That was the clear takeaway at the Phygital Retail Convention 2025 (PRC), where industry heavyweights made a persuasive case for why offline retail continues to bag the profits even as online steals the spotlight.

    “Online is a matter of discount in India,” quipped Kumar Nitesh, CEO of Ajio Business and Trend Footwear, Reliance Retail, summing up the e-tail paradox, it boosts valuations, sure, but often bleeds the bottom line. While online contributes about 25 per cent to business, Nitesh noted it’s the brick-and-mortar game that ensures retailers aren’t just surfing trends but making money from them.

    Earlier in the day, P Senthilkumar, senior partner at Vector Consulting, flagged a deeper inventory dilemma: with fashion trends flying faster than ever, predicting demand has become a retail roulette. “What was sold in the previous session is no longer relevant in the next,” he said, highlighting that the average product lifecycle has shrunk to just four months, a ticking timebomb for inventory planners and merchandisers.

    Management thinker Shiv Shivakumar didn’t hold back either, calling out the “buy two, get one free” gimmickry plaguing the apparel space and lamenting the sector’s lack of innovation. Drawing a sharp contrast, he urged retailers to borrow a leaf from the IT playbook where rupee costs meet dollar revenue to de-risk their models and rethink profitability.

    Zooming out from fashion to the broader consumer mindset, B S Nagesh, chairman of Shoppers Stop and founder of Trrain, urged traditional grocers to embrace tech-driven scalability, echoing the wider theme of phygital fusion. Meanwhile, Nikhil Bhatia of CBRE India offered a glimpse into the future of retail real estate: where families don’t come for shopping, they come for a showdown of experiences.

    Based on insights from 700 voices across metros, Bhatia revealed that entertainment-led retail saw a 150 per cent surge, thanks to rising demand for gourmet food courts, upscale bowling alleys, and family entertainment centres especially in Pune, Bengaluru, and Mumbai. “Entertainment is the new anchor tenant,” he said, painting a vivid picture of malls where dining and dancing might just edge out discount deals.

    At PRC 2025, the message rang loud and clear: online may be the poster child, but offline is still the parent paying the bills. And as the retail universe evolves, the future may just lie in a perfect stitch between the two.