Supam Maheshwari, managing director and CEO of FirstCry, said quick commerce is here to stay but warned of potential 'fatalities' among niche players due to high logistics costs and lack of scale, according to livemint.com. He made these remarks in an interview published on August 28, 2026, highlighting challenges faced by smaller quick commerce startups in India.
Maheshwari explained that established retailers are better positioned to succeed in quick commerce by leveraging their in-house brands and existing distribution networks. He emphasized that the economics of quick commerce favor players with scale and efficient logistics, which niche startups often struggle to achieve. FirstCry itself operates in the children’s products segment and has been navigating these dynamics in the fast-growing quick commerce space.
The quick commerce sector in India has seen rapid growth with multiple startups entering the market, but many face sustainability issues due to high operational costs. Maheshwari’s comments underscore the competitive pressure on smaller firms as larger retailers consolidate their presence. This mirrors trends in other markets where quick commerce has matured, with consolidation and exits among less scalable players becoming common.
FirstCry’s CEO forecasted that the sector will continue evolving with winners emerging among those who can optimize logistics and scale operations. His insights were shared in a detailed interview published on livemint.com on August 28, 2026, providing a clear perspective on the challenges and future of niche quick commerce businesses in India.