Social Commerce, Q Commerce, & E-Commerce Marketing: India’s Commerce Shift 2025

The Indian digital consumer economy is undergoing a dramatic transformation driven by e-commerce, quick commerce (Q-commerce), and social commerce. 

We have written this whitepaper to unpack how the marketing engines of Amazon, Flipkart, Blinkit, Zepto, Tez and Swiggy Instamart are shaping this landscape. Our analysis draws data from official annual reports, regulatory filings, press releases, and interviews with marketing leaders to reveal the actual numbers behind the campaigns. 

We explore how hyperlocal marketing, AI‑enabled personalisation and new social commerce platforms are redefining customer engagement, and we provide comparative tables and graphs to highlight differences between the giants.

The proprietary insights from FTA Global offer a clear view of what’s winning in the quick commerce world and where the next wave of growth will come from.

1 Introduction: Some Digital Commerce Stats in India

India is one of the world’s fastest‑growing digital markets. According to the Indian Brand Equity Foundation, by FY2024, the country’s e‑commerce industry reached ₹1,257,879 crore (US$147 billion) and is projected to grow to ₹3,106,191 crore (US$363 billion) by 2030. 

The IMARC Group report projects the Indian social commerce market to grow at a CAGR of ≈ 22.40% during 2025-2033.

These numbers reflect profound structural shifts – 

1. Smartphone Penetration
2. Affordable Data
3. Digital Payments
4. Government Support for Open Networks
5. Generation of Consumers Comfortable with Mobile Shopping

This environment presents both opportunity and complexity for marketers. 

We must understand the presence of e-commerce in India, the value of hyperlocal e-commerce, and the interplay between traditional e‑commerce, Q-commerce, and social commerce platforms.

1.1 Transition from e‑commerce to quick commerce

The term e‑commerce describes online transactions across categories such as electronics, apparel and groceries. 

Traditional e‑commerce platforms like Amazon and Flipkart rely on centralised warehouses and a pan‑India delivery network. In contrast, quick commerce (or Q commerce) promises delivery in minutes using dark stores and hyperlocal supply chains. 

Players like Blinkit, Zepto and Swiggy Instamart have turned grocery delivery into an ultra‑fast, curated experience. 

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(note to the designer to redesign this image with our brand colours) 

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1.2 The rise of social commerce

Social commerce in India refers to shopping experiences embedded within social media apps. Influencers, micro‑entrepreneurs and emerging brands use Instagram, Facebook, WhatsApp and YouTube to showcase products, hold live streams and enable one‑click purchases. 

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Interest and niche specific Instagram Sponsored ads appear after Instagram story for users across the globe 

Data from market research indicates that India’s social commerce market was about US$7.2 billion in 2024 and could exceed US$54 billion by 2033. According to a Boston study, more than 900 million Indians are expected to use social media by the end of 2025, and about 84% of users check their phones within 15 minutes of waking. 

These behavioural patterns make social commerce a powerful avenue for hyperlocal, interest-based marketing, and explain why social commerce platforms, such as Meesho, Trell, and Instagram Shops, are investing heavily in AI-driven discovery and payment integrations.

1.3 Hyperlocal marketing and AI‑enabled personalisation

At the heart of Q commerce and social commerce lies hyperlocal marketing, delivering the right message to the right consumer at the right location. In cities like Bengaluru and Mumbai, consumers expect groceries to arrive in 10 minutes and apparel to be delivered the same day. Marketing teams rely on hyperlocal SEO, geofencing, push notifications and dynamic pricing to make this possible. 

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Myntra now delivers apparel and accessories in 30 minutes in select cities in India remarkably reducing the time taken to deliver products by Myntra’s normal delivery service. 

Artificial intelligence (AI) plays a pivotal role in hyperlocal marketing through: 

• Predictive models forecast demand at the pin‑code level
• Recommendation engines personalise deals
• Chatbots handle inquiries from customers. 

We explored these technologies and showed you how these giants deploy them.

We now turn to the marketing strategies of specific companies, beginning with the quick commerce leaders and then examining Amazon and Flipkart, before concluding with insights into social commerce and AI‑enabled hyperlocalisation.

2 Marketing Strategies of Quick Commerce Leaders

2.1 Blinkit: scaling with Zomato’s muscle

Blinkit (formerly Grofers) is now the quick commerce arm of Zomato. The FY2024 annual report shows that Blinkit’s gross order value (GOV) jumped 93% year‑on‑year to roughly ₹12,469 crore, while revenue grew 116% to ₹2,301 crore. Order volumes rose 71% to about 203 million, with monthly transacting customers at 5.1 million. These numbers illustrate the scale at which Blinkit operates and provide context for its marketing decisions.

Blinkit’s multichannel hyperlocal marketing tactics include:

• Hyperlocal positioning: 
  
  • The brand emphasises delivery within 10 - 15 minutes, targeting customers by neighbourhood. 
  • Push notifications offer instant coupons when a user is within range of a dark store. 
  • Geo‑targeted ads on Facebook and Google highlight local store openings and weekend deals.
    
    
• Price‑plus‑assortment strategy: 
  
  • Blinkit competes on both convenience and value. 
  • It offers competitive pricing on essentials while also selling premium electronics and personal care products. 
  • Limited-time deals during festive periods, such as Diwali or Holi, drive urgency.
    
    
• Partnership with Zomato: Cross-promotion within the Zomato app helps Blinkit reach millions of food‑delivery customers. Zomato’s loyalty programme, Zomato Gold, is leveraged to offer free delivery or cashback on Blinkit orders.
  
  
• Multi‑channel advertising: Television campaigns showcase time‑pressed urban millennials receiving groceries in minutes. Digital marketing uses catchy taglines like “Grocery in a blink” across Instagram and YouTube. Influencer partnerships with regional food bloggers help build authenticity.

(This chart illustrates Blinkit’s rapid revenue and GOV growth over FY2023 and FY2024.) 

2.2 Swiggy Instamart: The hyperlocal engine

Swiggy’s Instamart business capitalises on its established food‑delivery network. The brand’s marketing is built on real‑time location data and dynamic inventory management. 

According to Swiggy’s annual report, Instamart’s gross order value grew 108% year‑on‑year to ₹5,655 crore in the June 2025 quarter. Swiggy’s consolidated advertising and promotional expenses increased by about 13% to ₹605.3 crore in Q2 FY2025, reflecting heavy investment in both national campaigns and local promotions.

Key elements of Swiggy Instamart’s marketing strategy include:

• Location‑intelligent advertising: 
  
  • Swiggy uses its ‘hyperlocal engine’ to target consumers within specific pin codes. 
  • Push notifications highlight the restaurants or Instamart stores that are currently online in the customer’s area. 
  • Real-time data on rider availability, store inventory and traffic conditions trigger these messages.
    
    
• Dual audience (consumer + local business) focus: 
  
  • Digital campaigns target both consumers (emphasising convenience, variety and speed) and local businesses (restaurants and kirana stores) that want to join the platform. 
  • For businesses, Swiggy runs lead‑generation campaigns demonstrating revenue potential by pin code and offers easy onboarding through its merchant app.
    
    
• Promotional intensity: Instamart frequently offers category‑wide discounts (e.g., “30% off on dairy products”) and subscription programmes for unlimited free delivery. The company invests heavily in coupon codes and bundling strategies to grow order frequency.
  
  
• Storytelling through short videos: Swiggy partners with celebrities and comedians to create humorous reels that normalise ordering groceries at midnight. These videos often go viral on Instagram and X, reinforcing brand recall.
• Utilising prominent brand collaborations: They cater to an even wider audience, ensuring an immersive experience -  
  
  • BoAt: Swiggy turned urgent audio needs into a cultural story of “music in minutes,” positioning Instamart as more than groceries and a lifestyle fixer.
    
    
  • Hamleys: The partnership reframed Swiggy as a last-minute hero for birthdays and festive surprises, making toys and games just a tap away.
    
    
  • Jio Hotstar: The tie-up showed how Swiggy could be woven into the cricket season, letting fans order meals without leaving the match and delivering convenience with emotion.

The marketing spend of Swiggy (which includes Instamart) can be compared with competitors in the chart below. We estimated promotional expenses for FY2023 and FY2024, combining reported data.

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2.3 Zepto: The new warrior in the Q-commerce race

Zepto has emerged as a formidable competitor in India’s quick commerce marketing landscape. In FY2024, Zepto reported revenue of ₹4,454 crore, a 120% jump from the previous year. Marketing expenditure rose by 40% to ₹303 crore, signalling an aggressive approach to customer acquisition. Despite these investments, Zepto’s losses narrowed as the brand built scale.

What sets Zepto apart is its edgy brand voice and focus on the 10‑minute promise. Its marketing strategy involves:

• Dynamic pricing and cross‑category bundles: Zepto’s algorithm adjusts prices based on local demand and supply. Bundles (e.g., fruits, dairy, and snacks) encourage larger baskets and reduce delivery costs.
  
  
• Influencer collaborations: Zepto works with lifestyle influencers, stand‑up comedians and food vloggers on Instagram to create memes and unboxing videos. Many posts are in local languages, making them shareable among friends.

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(redesign this image - with FTA logo and brand colours - collab btw Zepto Ceo and Shaadi.com CEO) 

• Out‑of‑home (OOH) advertising: Billboards and bus wraps in Bengaluru and Mumbai display witty one‑liners such as “Zepto: groceries faster than your cab”. These ads highlight the 10‑minute delivery promise.
  
  
• Brand collaborations: Partnerships with U.S. Polo Assn. and DailyObjects bring non‑grocery products onto the platform, expanding the addressable market and enabling cross‑promotion through email and push notifications.
  
  
• Jarvis ad network: Zepto’s internal ad platform, Jarvis, provides sponsored product placements and banner ads within the app. The company claims that Jarvis delivered over 15 billion impressions and accounted for more than 4% of its advertising income.
  
  

2.4 Other quick commerce platforms: Flipkart Minutes, Tez and 10‑minute experiments

Flipkart operates Flipkart Quick (also known as Flipkart Minutes). It leverages Flipkart’s vast supply chain and last‑mile network to deliver groceries and electronics within 90 minutes. 

The marketing strategy emphasises reliability, everyday low prices and integration with Flipkart’s loyalty programme, SuperCoins. The company uses in‑app banners, SMS offers and targeted push notifications within the Flipkart app to promote Quick.

Tez (owned by Reliance’s JioMart) offers express grocery delivery in select cities. Its marketing is more understated, focusing on Jio users through cross‑promotion, cashback vouchers and bundling with telecom plans. Given limited official data, we recognise Tez as an emerging player rather than a leader.

3 Marketing strategies of e‑commerce giants

3.1 Amazon India: Great Indian Festival 2024

Amazon’s Great Indian Festival (GIF) is among the most prominent shopping events in India. The 2024 edition delivered record metrics: about 1.4 billion customer visits, more than 25,000 new product launches, 3 crore same‑day or next‑day product deliveries, and 42,000 sellers achieving their highest single‑day sales. 

About 85% of customers hailed from non‑metro cities, and 70% of sellers were based in tier‑II and tier‑III towns. The festival also saw a significant rise in Amazon Pay UPI and EMI usage.

Amazon’s marketing tactics for Great Indian Festival include:

• Multi‑language advertising: Campaigns were created in more than ten Indian languages, featuring emotional storytelling around family celebrations. TV commercials aired across regional channels and were complemented by a strong YouTube presence.
  
  
• Influencer and celebrity partnerships: Amazon collaborated with Bollywood actors and digital creators who posted unboxing and challenge videos using festival hashtags. This generated organic reach and engaged younger demographics.
  
  
• Prime loyalty and early access: Amazon Prime members received early access to deals. Email marketing, app notifications and personalised homepage banners reminded customers of their exclusive window.
  
  
• Data‑driven personalisation: AI algorithms predicted products a customer was likely to buy based on past behaviour, and personalised “Deal of the day” notifications were sent accordingly. Chatbots answered queries in multiple languages.
  
  

The chart below summarises the key Great Indian Festival (GIF) metrics below - 

The success of GIF demonstrates how scale and data science translate into marketing muscle. The 2024 campaign improved seller participation from smaller towns, showing Amazon’s focus on expanding into tier‑II and tier‑III markets and tapping the hyperlocal marketing opportunity even within a national festival.

3.2 Flipkart: Big Billion Days 2024

Flipkart’s Big Billion Days (BBD) is another flagship sale. Walmart’s earnings call revealed that BBD 2024 produced double‑digit revenue and customer growth, with same‑day delivery volumes increasing 2.5x. Flipkart’s advertising revenue grew by about 50%, touching nearly ₹5,000 crore in FY2024.

Flipkart’s marketing strategy during Big Billion Days is notable for its creativity:

• Surprise code‑hunt: In 2024, Flipkart released quirky videos featuring celebrities placing secret codes in dialogues, billboards and Instagram posts. Customers who cracked the codes on the Flipkart app unlocked exclusive deals, turning the campaign into a game and encouraging social sharing.
  
  
• Category‑specific handles: Flipkart created separate social media handles for fashion, electronics, home appliances and groceries. Each handle produced tailored content, influencer collaborations and product demos.
  
  
• Affiliate network and influencer campaigns: The company engaged micro‑influencers and affiliate bloggers across languages. They posted unboxing videos, product reviews and “My BBD haul” reels to drive engagement.
  
  
• Flexible payments: Marketing messages highlighted easy EMI options, buy-now-pay‑later (BNPL) and bank tie‑ups. This not only boosted conversion rates but also fostered trust among first‑time buyers from smaller cities.
  
  
• Customer relationship management (CRM): Flipkart’s CRM engine segmented users by demographics, past purchases and browsing behaviour. Personalised push notifications and emails offered curated wish‑lists, price‑drop alerts, and restock notifications.
  
  

The unique, treasure‑hunt approach created buzz and differentiated BBD from the typical discount‑fest marketing seen across the industry. 

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4 Comparative analysis of top quick commerce players in India

To understand how Blinkit, Instamart and Zepto stack up, we compiled key metrics in a comparative table. These values are based on official reports, press releases and our proprietary estimates.

Metric

Blinkit 

Swiggy Instamart 

Zepto 

Gross order value / Revenue (₹ crore)

GOV ≈ 12,469 cr; Revenue ≈ 2,301 cr.

GOV ≈ 5,655 cr (108% growth YoY)

Revenue ≈ 4,454 (120% growth)

Marketing spend (approx)

High; ad & promo expenses increased significantly; estimated ₹800 crore in FY24

Ad & promo expenses ≈ ₹605 crore in Q2 FY25; FY24 ≈ ₹559 crore

Marketing spent ≈ ₹303 crore (40 % increase)

Store network

1,544 dark stores in India as of June 30, 2025

1,021 dark stores by the end of Q4 FY25

1,147 dark stores across India (indicative)

Growth drivers

Cross‑promotion with Zomato, 10‑minute delivery promise, and premium electronics category

Location‑intelligent marketing, dual audience (consumers & merchants), category‑wide promotions

10‑minute promise, influencer & OOH marketing, brand collaborations, Jarvis ad platform

Key challenges

Maintaining profitability while scaling, competition from Instamart & Zepto

High promotional expenses; balancing speed with unit economics

Managing burn rate; defending share against incumbents

The next chart compares their GOV/revenue growth across FY23 and FY24. 

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(Blinkit currently holds the largest share of the quick commerce market, accounting for more than half of GOV in our approximate estimates. Instamart and Zepto follow. This pie chart visualises this share.)

5 AI‑enabled hyperlocalisation: what’s winning today?

5.1 AI in marketing: predictive, personalised and proactive

Across both e‑commerce and quick commerce, AI is the engine powering hyperlocal marketing. It helps companies predict demand, personalise offers and proactively engage customers. The following applications illustrate how AI‑enabled tools are shaping Indian commerce:

• Predictive demand forecasting:
  
  • Blinkit and Instamart use machine‑learning models to estimate demand for bread, milk or chips at the pin‑code level. 
  • These models consider weather, local events, holidays and past order patterns. 
  • This enables them to pre‑stock the right products in dark stores and reduce out‑of‑stock rates.
    

(An example of a custom festival-based local marketing tactic adopted by Swiggy Instamart to cater to the audience’s needs.)

• Recommendation engines: Amazon and Flipkart use collaborative filtering algorithms to suggest products based on browsing and purchase history. During big sales, AI generates personal deal feeds and reorder reminders.
  
  
• Dynamic pricing and discounting: Zepto’s pricing engine reacts to local supply and competitor pricing. For example, if a rival reduces the price of a popular snack in Bangalore, Zepto’s algorithm may drop its own price and push a discount notification.
  
  
• AI‑powered chatbots:
  
  • Customer support on these platforms is increasingly handled by chatbots that understand multiple Indian languages. 
  • Swiggy’s ‘Gud Mornin’ bot offers pun-intended greetings, answers FAQs about delivery times and resolves payment issues. 
  • Amazon’s Alexa and voice search allow voice‑based ordering, an emerging trend in Indian homes.
    
    
• Ad targeting and optimisation: Social media ads are served via automated bidding systems that adjust budgets based on click‑through rates (CTR), order conversion and lifetime value (LTV) of customers. 

For example, during the Great Indian Festival, Amazon’s DSP (Demand Side Platform) optimises ad placements across the open internet. At the same time, Flipkart’s MyAds offers self‑serve tools for sellers to run sponsored product ads.

5.2 Hyperlocal marketing best practices

From our research and engagements with clients, we distilled best practices for hyperlocal marketing:

• Geo‑targeted advertising: Use geofencing to deliver ads to customers when they are near a dark store or in the vicinity of a competitor. This tactic increases conversion rates and reduces wasted impressions.
  
  
• Local content and vernacular language: Create adverts and push notifications in the dominant language of a neighbourhood. For instance, Blinkit sends offers in Kannada to customers in Bengaluru and in Marathi to those in Pune.
  
  
• Personalised offers: Use transaction histories to provide personalised coupons. If a customer frequently orders bread and eggs, send breakfast‑bundle discounts on weekends.
  
  
• Optimise for “near me” searches: Ensure that your business shows up in Google Maps and local search results. Encourage reviews and update operating hours regularly.
  
  
• Real‑time promotions: Align offers with local events (e.g., IPL matches, college fests) and weather (e.g., discounts on ice cream during a heatwave). AI systems can automate such triggers.

Blinkit has launched a striking out-of-home (OOH) advertising campaign promoting local content and vernacular language

Here are some strategies that your marketing team should prioritise to ensure you stay ahead of your competition in the Q-commerce race - 

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6 Social commerce and Instagram: Democratising the Retail Sector

Social commerce is transforming the way Indians discover and purchase products. Driven by smartphones, cheap data, and a culture of sharing, platforms like Instagram, Facebook, YouTube and emerging apps such as Moj and ShareChat are incubating new brands every day. Here are the key trends:

6.1 Rise of micro‑entrepreneurs and tier‑II/III consumption

More than 80% of social commerce sellers come from smaller cities. Platforms like Meesho, Bulbul and GlowRoad empower homemakers and college students to start reselling businesses with zero inventory. 

Many of these micro‑entrepreneurs rely on WhatsApp to manage orders, Instagram to showcase products and UPI for payments. As smartphone penetration deepens, social commerce becomes a stepping stone for first‑time entrepreneurs.

6.2 Instagram as the new mall

On Instagram, small brands run targeted ads, partner with nano‑influencers and host live‑shopping sessions. The algorithmic feed rewards engagement, so brands encourage user‑generated content through hashtags and contests. 

Payments are integrated via WhatsApp Pay or Instagram’s built‑in checkout in certain categories. Success stories include local sari boutiques that reach customers across India and home bakers who build nationwide followings through reels.

6.3 Data and analytics

The same AI tools used in e‑commerce now power social commerce. Platforms like Shopify, Instamojo and Zoho Social offer analytics dashboards that show which posts convert into sales, what time of day yields the highest engagement, and which geographies respond best. Brands use this data to allocate budgets between Instagram ads, influencer partnerships and organic content.

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6.4 Challenges and compliance

While social commerce offers low entry barriers, it also raises challenges around trust, returns and regulation. Fake products, delayed shipments and payment fraud can undermine consumer confidence. New policies like the Open Network for Digital Commerce (ONDC) aim to level the playing field by standardising listings and ratings across platforms.

6.5 Market outlook

We forecast that social commerce will constitute a significant share of India’s digital commerce spend by the end of the decade. The line chart below uses the IMARC forecast to show the expected growth of the social commerce market from 2024 to 2033.

The rise of social commerce dovetails with quick commerce. Influencers often direct followers to order limited‑edition products via Blinkit or Instamart, and platforms experiment with “shop the look” features where viewers can instantly add items to their cart. This convergence amplifies the need for integrated marketing strategies.

7 The broader digital commerce ecosystem

7.1 Market share across segments

To contextualise quick commerce and social commerce relative to the broader e‑commerce market, we compiled the following bar chart. It compares the estimated market value of e‑commerce, quick commerce and social commerce in FY2024.

E‑commerce dwarfs quick and social commerce in absolute value, but the growth rates of the latter segments are much higher. Quick commerce, currently a ₹20,000 crore industry, is expected to triple within three years. Social commerce, although still nascent in monetary terms, promises a significant long-term impact due to its vast user base and low operating costs.

7.2 Device usage and consumer behaviour

India’s consumer behaviour is heavily mobile‑centric. EY reports that on average, users spend about 5 hours per day on their smartphones on scrolling social media, shopping apps, interactive games, which represents roughly 20% of their day. A pie chart emphasises this relationship.

The dominance of mobile devices underscores why social and quick commerce are thriving. Brands must optimise for mobile-first experiences, short video formats, and one-tap checkouts.

8 Recommendations for Marketing Teams to Ace Quick, Social & E Commerce

Based on our research and client engagements, we provide the following recommendations for marketing teams in e‑commerce, hyperlocal e‑commerce and quick commerce companies in India:

1. Double down on hyperlocal targeting: Invest in geo‑targeted ads, vernacular content and local SEO. Tailor offers by neighbourhood and create micro‑calendars to track local festivals and events.
   
   
2. Leverage AI for personalisation: Use predictive analytics to segment users, personalise offers and optimise ad spend. Implement recommendation engines to increase cross‑category discovery.
   
   
3. Integrate social commerce: Encourage user‑generated content, partner with micro-influencers, and explore live shopping sessions. Seamless payment integrations and one‑click checkout reduce friction.
   
   
4. Build loyalty through subscription programmes: Offer free delivery, cashback or exclusive deals in exchange for monthly membership fees. This strategy improves retention and forecasting.
   
   
5. Monetise your platform: Develop advertising solutions for brands. Sponsored listings, banner ads and native content can create new revenue streams and subsidise customer discounts.
   
   
6. Balance growth and profitability: As competition intensifies, it is critical to track marketing efficiency (e.g., customer acquisition cost, lifetime value, incremental sales). Avoid over‑discounting and invest in long‑term brand building.
   
   

9 The Future of Commerce Belongs to Speed and Relevance

The convergence of e‑commerce trends, quick commerce marketing and social commerce is reshaping the Indian retail landscape. Customers expect speed, personalisation and local relevance. 

Companies that master AI‑enabled hyperlocal marketing, build trust and integrate social elements will win the next decade of commerce. 

We at FTA Global believe that innovation will come from blending convenience with community: think neighbourhood influencers recommending groceries on Instagram, or AI predicting when you need groceries and having them delivered in minutes.

As you consider your own marketing strategy, ask this question before proceeding: Are you truly leveraging hyperlocal data and AI to serve your customers better? If not, now is the time to act.

References

1. b.zmtcdn.comb.zmtcdn.com.
   
   
2. b.zmtcdn.comb.zmtcdn.com.
   
   
3. Kearney India. Quick Commerce in India – Quick commerce is expected to triple between 2024 and 2027; price discounting in quick commerce is 6–9 %; employment intensity is high kearney.comkearney.com.
   
   
4. IIM Ahmedabad. Quick Commerce Research (March 2023) – The quick commerce market will grow at a 27.9 % CAGR between FY2022 and FY2027; the Indian e‑commerce market is projected to reach US$200 billion by 2026 and US$350 billion by 2030 iima.ac.iniima.ac.in.
   
   
5. India Brand Equity Foundation (IBEF). E‑commerce Industry in India (Aug 2025) – India’s e‑commerce GMV reached ₹1.19 lakh crore in FY2025; social commerce is projected to grow at 31 % CAGR to US$37 billion by FY2025; e‑commerce market value projections ibef.orgibef.org.
   
   
6. IMARC Group. India Social Commerce Market – Industry Trends and Forecast 2024‑2033 – Social commerce market size was US$7.2 billion in 2024 and is expected to reach US$54.3 billion by 2033; growth drivers include smartphone adoption, vernacular content, trust in peer recommendations and AI‑driven personalisation imarcgroup.comimarcgroup.com.
   
   
7. Sekel Tech. Hyperlocal Marketing: Strategies and Examples – Geo‑targeted advertising and local SEO increase conversions; case studies show 20 % uplift in store visits through geo‑targeted Facebook ads and 30 % increase in membership through Google My Business optimisation sekel.techsekel.tech.
   
   
8. Amazon India. Great Indian Festival 2024 Press Release – 140 crore customer visits, 25,000 product launches, 3 crore same‑day deliveries; 85 % customers from non‑metro cities and 70 % sellers from tier‑II/III towns aboutamazon.inaboutamazon.in.
   
   
9. Business Standard. Amazon Great Indian Festival Performance – Confirmation that 1.4 billion visits, 85 % non‑metro customers, and 42,000 sellers achieved record sales business-standard.com.
   
   
10. Times of India. Flipkart’s Big Billion Days Delivers Double‑Digit Growth – Same‑day delivery volumes increased 2.5×; advertising revenue grew 50 % to ~₹5,000 crore timesofindia.indiatimes.com.
    
    
11. Markitome. Flipkart BBD Whimsical Marketing – Describes the code‑hunt campaign, influencer marketing, multiple category handles and CRM strategies markitome.commarkitome.com.
    
    
12. Economic Times. Zepto FY2024 Results – Revenue grew 120 % to ₹4,454 crore; marketing spend increased 40 % to ₹303 crore economictimes.indiatimes.com.
    
    
13. Elluminati Inc. Zepto Marketing Strategies – Highlights 10‑minute delivery proposition, dynamic pricing, influencer collaborations, out‑of‑home ads, and brand partnerships elluminatiinc.comelluminatiinc.com.
    
    
14. Social Samosa / Reuters. Swiggy Instamart & Swiggy Ad Spend – Gross order value increased 108 % to ₹5,655 crore; advertising and promotional expenses rose to ₹605.3 crore in Q2 FY2025; FY2024 marketing spend was ₹558.9 crore reuters.comsocialsamosa.com.
    
    
15. Exchange4Media. Zepto Advertising Revenue & Jarvis Platform – Zepto’s annualised advertising revenue surpassed ₹1,000 crore; its Jarvis platform delivered 15 billion ad impressions and contributed more than 4 % of advertising income exchange4media.com.