Amazon Launches '15-minute' Delivery Service in India to Challenge Blinkit, Zepto

This month e-commerce leader, Amazon is launching a test program for speedy delivery of everyday staples "in 15 minutes or less." With this Amazon is targeting to enter India's fast-expanding instant commerce industry, where competitors like Blinkit, Swiggy, Instamart, BigBasket, and Zepto have already achieved success.

Amazon to start "15 minutes or less" delivery

The initiative will launch as a pilot later this month in Bengaluru as confirmed on December 10 by Samir Kumar, Country Manager, Amazon India.

"We will be starting a pilot to give our customers a choice to get their everyday essentials in 15 minutes or less," Kumar disclosed at Amazon’s flagship event, Smbhav, held in Delhi.

"Our strategy has always focused on 'selection, value, and convenience,' and our vision is to build a large profitable business in India," Kumar added.

He shared the company's intent to deliver the "largest selection at the fastest speeds and greatest value" to customers in every pin code nationwide. 

This is a big leap under Kumar’s leadership, just two months after he succeeded Amazon’s former head Manish Tiwary. 

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Amazon is well-positioned to enter the competitive space by leveraging its existing customer base, including Prime Members.

Kumar said, "We already have millions of customers across India, including Prime Members, who trust us and will look forward to this convenience.”

On concerns about low discounts and favored vendors, Kumar said that Amazon focuses on customer experience. "We obsess about our consumers. Protecting the client experience, offering the widest selection, best value, and fastest service is critical.” [Source: PTI]

Kumar reasserted Amazon founder Jeff Bezos' notion that, as a major corporation, Amazon must ensure that small and medium-sized enterprises grow alongside it.

"Anywhere we operate our business, we are scrutinised around the world... and as Jeff always says, our responsibility is to make sure that small and medium businesses are also thriving with us," Kumar stated.

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