Good thoughts there. Kind of agree with all of those. But, have also started realising it's a bit too pragmatic and I end up falling in minority.
If you look at the <30 age group in the top 8 cities, white collar chaps and then expand incrementally in those groups, I think most people are not thinking that deep about the implications.
Most people are just happy that their daily grind to get stuff from nearby or far is reduced. They need to now plan less, think ahead less, just press a couple of buttons and whatever it is, comes over in 10/15 minutes.
I think the societal implications in the longer run might be closer to the digital social networks of the last 10 years. You see, on events like birthdays or others, people get more wishes today across WA, FB, IG and various social media channels. But, how many of them are because they remembered your day and calling you thoughtfully to wish you (much lesser I think). People are connected way more, but people are truly connected lesser.
The same way QC will make the physical aspect of buying likely an irreversible habit. But, the human connection in-families (planning, reminding, going out to buy together), the human interaction at the buying storefronts and much more will highly likely weaken.
Oh what will people do with all the saved time? I am yet to come across chaps, who are converting that saved time into more magic in life apart from feeling relieved.
Thanks for sharing the societal implications PoV. Have been thinking about it for sometime..
Credit to you for making us think in this direction.
However, quick commerce is a result of local kirana stores not being effective in communication with their clients. If you are in Mumbai, do visit Welcome store in Walkeshwar, it’s run by a second generation that’s too passionate for the business and customer service.
All that a person looks for is a happy face in a local kirana store and ends up buying much more than required. When that doesn’t happen, Apps are the best way out.
In my understanding, moat in this business is customer relationship. It’s not about margin or anything. A happy customer is a repeat customer and it’s the customer that tells you what he expects out of you.
It’s just the long hours and socially awkward business to be in for the second generation.
When your friends are working in cool companies or startups, it’s just very hard for a 25 year old to sit at a kirana store.
Enjoyed reading this—thanks for penning such an interesting piece! There’s one point where I have a different perspective: the idea that Quick Commerce will kill Kirana stores eventually. In my opinion, both will coexist.
From my experience designing digital products for TALA and OKCREDIT, where I’ve worked closely with people from Tier 2, Tier 3, and rural areas, I’ve seen how these communities operate and what they truly value. I don’t believe that what Quick Commerce offers can simply replace the role of the local Kirana store.
In these places, life has a different rhythm. It’s slower, less rushed. Here, people are not driven by convenience alone. Instead, they place a high value on flexibility, affordability, and community. Most people work in the informal sector, where pay doesn’t always arrive at the end of the month. Sometimes it’s early, sometimes late, sometimes unpredictable. The income isn’t steady, and it often shifts with the seasons.
Kirana stores understand this. They don’t require official paperwork or terms and conditions to lend you groceries or vegetables. Four magical words—“Khatey me likh dena”—are enough to buy some time. They operate as though they’re part of your life, not just your shopping list. This level of trust and flexibility is something Quick Commerce may struggle to replicate. Even with Buy Now, Pay Later options, many people’s inconsistent incomes might prevent them from qualifying.
And there is more to consider. I’ve learned that differences in academic literacy and tech savviness can dramatically affect how people interpret an app’s design. I remember, for instance, when I used an outline-style gift icon in a project aimed at Tier 2 and beyond. To some, it was a gift. To others, it looked like a butterfly. Some couldn’t interpret it at all. These cultural nuances, small but important, are woven into the experience. Quick Commerce would need to navigate these subtleties carefully, from language to iconography to user interactions.
Then there’s the question of technology. Quick Commerce puts a premium on aesthetic, on polish, on smooth interactions. But in these regions, people often have lower-budget devices that struggle to support such sophisticated experiences. There’s a trade-off here—a decision between designing for premium devices or making it work for everyone. This trade-off might force Quick Commerce to rethink its approach entirely.
But perhaps the most fundamental difference is social. When people go to a Kirana store, it’s not just about buying what they need. It’s about connection. It’s the equivalent of a water cooler conversation in an office—time to chat, to connect, to feel part of a community. People value these interactions. In places where life moves at a slower pace, where there is time left at the end of the day, these moments hold meaning. People want to see other faces, hear other voices. This isn’t something Quick Commerce can replace with an app.
For Quick Commerce to succeed here, it would need to adapt at every level, to deeply understand local economic realities, social values, and cultural nuances. Rather than one model threatening the existence of the other, I believe they’ll find ways to serve these communities together, each fulfilling different needs and values.
Good thoughts there. Kind of agree with all of those. But, have also started realising it's a bit too pragmatic and I end up falling in minority.
If you look at the <30 age group in the top 8 cities, white collar chaps and then expand incrementally in those groups, I think most people are not thinking that deep about the implications.
Most people are just happy that their daily grind to get stuff from nearby or far is reduced. They need to now plan less, think ahead less, just press a couple of buttons and whatever it is, comes over in 10/15 minutes.
I think the societal implications in the longer run might be closer to the digital social networks of the last 10 years. You see, on events like birthdays or others, people get more wishes today across WA, FB, IG and various social media channels. But, how many of them are because they remembered your day and calling you thoughtfully to wish you (much lesser I think). People are connected way more, but people are truly connected lesser.
The same way QC will make the physical aspect of buying likely an irreversible habit. But, the human connection in-families (planning, reminding, going out to buy together), the human interaction at the buying storefronts and much more will highly likely weaken.
Oh what will people do with all the saved time? I am yet to come across chaps, who are converting that saved time into more magic in life apart from feeling relieved.
Thanks for sharing the societal implications PoV. Have been thinking about it for sometime..
Credit to you for making us think in this direction.
However, quick commerce is a result of local kirana stores not being effective in communication with their clients. If you are in Mumbai, do visit Welcome store in Walkeshwar, it’s run by a second generation that’s too passionate for the business and customer service.
All that a person looks for is a happy face in a local kirana store and ends up buying much more than required. When that doesn’t happen, Apps are the best way out.
In my understanding, moat in this business is customer relationship. It’s not about margin or anything. A happy customer is a repeat customer and it’s the customer that tells you what he expects out of you.
It’s just the long hours and socially awkward business to be in for the second generation.
When your friends are working in cool companies or startups, it’s just very hard for a 25 year old to sit at a kirana store.
Enjoyed reading this—thanks for penning such an interesting piece! There’s one point where I have a different perspective: the idea that Quick Commerce will kill Kirana stores eventually. In my opinion, both will coexist.
From my experience designing digital products for TALA and OKCREDIT, where I’ve worked closely with people from Tier 2, Tier 3, and rural areas, I’ve seen how these communities operate and what they truly value. I don’t believe that what Quick Commerce offers can simply replace the role of the local Kirana store.
In these places, life has a different rhythm. It’s slower, less rushed. Here, people are not driven by convenience alone. Instead, they place a high value on flexibility, affordability, and community. Most people work in the informal sector, where pay doesn’t always arrive at the end of the month. Sometimes it’s early, sometimes late, sometimes unpredictable. The income isn’t steady, and it often shifts with the seasons.
Kirana stores understand this. They don’t require official paperwork or terms and conditions to lend you groceries or vegetables. Four magical words—“Khatey me likh dena”—are enough to buy some time. They operate as though they’re part of your life, not just your shopping list. This level of trust and flexibility is something Quick Commerce may struggle to replicate. Even with Buy Now, Pay Later options, many people’s inconsistent incomes might prevent them from qualifying.
And there is more to consider. I’ve learned that differences in academic literacy and tech savviness can dramatically affect how people interpret an app’s design. I remember, for instance, when I used an outline-style gift icon in a project aimed at Tier 2 and beyond. To some, it was a gift. To others, it looked like a butterfly. Some couldn’t interpret it at all. These cultural nuances, small but important, are woven into the experience. Quick Commerce would need to navigate these subtleties carefully, from language to iconography to user interactions.
Then there’s the question of technology. Quick Commerce puts a premium on aesthetic, on polish, on smooth interactions. But in these regions, people often have lower-budget devices that struggle to support such sophisticated experiences. There’s a trade-off here—a decision between designing for premium devices or making it work for everyone. This trade-off might force Quick Commerce to rethink its approach entirely.
But perhaps the most fundamental difference is social. When people go to a Kirana store, it’s not just about buying what they need. It’s about connection. It’s the equivalent of a water cooler conversation in an office—time to chat, to connect, to feel part of a community. People value these interactions. In places where life moves at a slower pace, where there is time left at the end of the day, these moments hold meaning. People want to see other faces, hear other voices. This isn’t something Quick Commerce can replace with an app.
For Quick Commerce to succeed here, it would need to adapt at every level, to deeply understand local economic realities, social values, and cultural nuances. Rather than one model threatening the existence of the other, I believe they’ll find ways to serve these communities together, each fulfilling different needs and values.
Sounds very odd if you measure the moat by how likely the next generation likes to pick up a business .