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E-commerce giant Amazon is entering India’s fast-growing $6 billion market, joining competitors such as Zomato’s Blinkit, Swiggy Instamart, Zepto, Flipkart Minutes and BigBasket.
Samir Kumar, country director, Amazon India, confirmed the development on December 10.
The initiative will be launched as a pilot later this month in Bengaluru. While reports suggested the service could be branded “Tez,” Amazon has yet to nail down a name.
“We will start a pilot to give our customers the option to get their everyday essentials in 15 minutes or less,” Kumar said during Amazon’s flagship event, Smbhav, held in Delhi.
This marks an important step under Kumar’s leadership, barely two months after he succeeded former chief Manish Tiwary.
The rapid commercial foray has reportedly been in the works for months and is being rolled out at a time when Indian consumer preferences are rapidly changing.
“Our strategy has always been about ‘selection, value and convenience’ and our vision is to build a large profitable business in India,” Kumar said. He emphasized the company’s intention to offer “the greatest selection at the fastest speeds and the greatest value” to customers in all PIN codes nationwide.
The express trade market has gained momentum as more customers turn to platforms that offer delivery within minutes, moving away from traditional one- or two-day services. Analysts point out that the rise of companies like Blinkit and Zepto is eating into the market share of e-commerce giants, prompting Amazon and Flipkart to adapt to consumer demands.
Leveraging its existing base of millions of customers, including Prime members, Amazon is well positioned to enter the competitive space. “We already have millions of customers across India, including Prime members, who trust us and expect this convenience,” Kumar added.
