Amazon, Flipkart and Myntra are expanding quick commerce beyond groceries to capture Diwali demand. Amazon’s Great Indian Festival and Myntra’s Big Fashion Festival start on October 8, while Flipkart’s Big Billion Days begins October 9. These platforms now use micro-fulfilment centres to deliver electronics, fashion and home products in minutes.
A month before Diwali, India's biggest e-commerce platforms are opening their festive shopping battle, seeking to capture consumer spending well ahead of the festival as rapid delivery spreads beyond groceries into home, electronics, and fashion. Amazon's Great Indian Festival and Myntra's Big Fashion Festival begin on October 8, followed by Flipkart's Big Billion Days on October 9.
The scale is expanding at the same speed. Flipkart Minutes will offer 77,000-plus products across 1,400-plus categories; Amazon is integrating Amazon Now into its Great Indian Festival for the first time, while Myntra's M-Now will put 1.5 lakh styles from 1,500 brands on rapid delivery. The moves increasingly blur the distinction between conventional e-commerce, built around vast selection, and quick commerce, built around immediacy.
Amazon moves beyond grocery.
Amazon Now, which started predominantly with grocery, has been adding home, kitchen, and electronics over the past three to four months.
"We have added lots of, for example, kitchen and dining products, mixer grinders, air fryers, some fans, and small-size furniture," Aman Deep Lohan, Director, Home, Kitchen and Outdoors at Amazon India, told BusinessLine. Products from his categories on Amazon Now are growing three-to-five-fold.
Amazon Now operates in about 120 cities through more than 800 micro-fulfilment centres, offering 10-15-minute delivery. Across Amazon's wider network, more than one million products are available for same-day delivery and four million for next-day delivery.
Flipkart takes speed to scale
Flipkart Minutes has grown fourfold year on year and now reaches more than 150 cities and 9,000 PIN codes through nearly 1,200 micro-fulfilment centres. Its festive assortment stretches from groceries to premium electronics, fashion and gifting.
"Thirteen years ago, digital commerce in India was a novelty. Today, it is infrastructure," Flipkart Group CEO Kalyan Krishnamurthy said, pointing to the platform's 500 million registered customers, 1.4 million sellers and expanding reach into smaller markets.
That infrastructure is getting bigger. Flipkart has added 14 million cubic feet of warehousing, increasing storage capacity by 50 per cent, and more than 900 delivery hubs. Its overall Big Billion Days assortment runs to 150 million products.
Fashion enters the fast lane.
Myntra is testing whether the same expectation of immediacy can extend to a discovery-led category such as fashion. M-Now will offer 1.5 lakh styles across 12 cities, with delivery starting in 30 minutes.
At the same time, its Big Fashion Festival assortment has doubled to more than eight million styles, with 21,000 emerging brands and labels participating.
"We are combining that festive spirit with cutting-edge technology, leveraging our AI tools and expanded delivery network to make fashion accessible, personalised, and seamless for over 80 million shoppers," Myntra Head Sharon Pais said.
Battle for the festive wallet
The October push is consequently becoming as much a logistics contest as a discount war. Amazon has added 20 fulfilment centres and 150 last-mile delivery centres, while Flipkart's network now spans more than 8,200 fulfilment and delivery facilities. Myntra says faster deliveries cover 98 per cent of its serviceable PIN codes.
The competitive equation is changing: marketplaces are retaining their breadth while borrowing quick commerce's speed. By starting the battle a month before Diwali, they also get a longer runway to capture festive spending before shoppers reach the final festival-week rush.