Archive · 8 Aug 2026
QCaaS Could Drive Next Phase of India's Quick Commerce Growth
Imagine you want your favourite snacks or toys delivered super fast, almost like a magic delivery.
Some big apps made fast delivery popular, but only the app could keep your information and decide how the delivery feels.
Now, a company called Zippee is helping other brands offer that same super-fast delivery on their own websites.
This new helper service is called Quick Commerce as a Service, or QCaaS for short.
It lets brands like ITC and Haldiram's deliver things quickly without building their own big warehouses.
Because of this, brands sell more and get fewer returned packages.
Zippee also uses smart computer helpers, called AI agents, to make deliveries faster and better.
Soon, we might get fast delivery for lots of different things, like medicine, clothes and electronics.
This could change how we shop in India very soon.
Zippee Founder & CEO Madhav Kasturia says the next wave of quick commerce growth will be driven by brands building their own experiences through QCaaS, while platforms remain important.
Quick Commerce as a Service (QCaaS) lets brands offer marketplace-grade delivery through their own websites and apps while retaining customer data and brand experience.
Brands including ITC, Kapiva, Vaaree, The Whole Truth, Myntra Now, Clinikally, HUL and Haldiram's are already leveraging Zippee's QCaaS model.
Brands using faster fulfillment have seen up to 95% lower RTOs and 2-4x sales growth, depending on the category.
Zippee plans to expand its QCaaS infrastructure through 2027 and predicts AI agents will have the biggest impact on fulfillment over the next five years.
- Who
- Madhav Kasturia, Founder & CEO of Zippee, and D2C brands like ITC, HUL and Haldiram's.
- What
- An interview explaining how Quick Commerce as a Service (QCaaS) will enable brand-led quick commerce growth.
- When
- The interview discusses current trends and Zippee's future plans for 2027 and beyond.
- Where
- India's quick commerce and retail ecosystem.
- Why
- Brands want fast delivery without heavy logistics investment while retaining first-party customer data and the customer experience.
Platform-driven quick commerce
Brand-led quick commerce
Next growth wave driver
Platform-driven quick commerce
The first wave of quick commerce growth was driven by consumer platforms that made speed and convenience mainstream.
Brand-led quick commerce
The next wave will increasingly be driven by brands building their own quick commerce capabilities through QCaaS.
Future of the ecosystem
Platform-driven quick commerce
Platform-led and brand-led models will both continue to grow in the ecosystem.
Brand-led quick commerce
Brand-led quick commerce will become a much larger part of the ecosystem.
- Company
- Zippee
- Spokesperson
- Madhav Kasturia, Founder & CEO
- Core concept
- Quick Commerce as a Service (QCaaS)
- Brands mentioned
- ITC, Kapiva, Vaaree, The Whole Truth, Myntra Now, Clinikally, HUL, Haldiram's
- Reported results
- Up to 95% lower RTOs and 2-4x sales growth
- Biggest tech bet
- AI agents for real-time decision-making, plus computer vision, robotics and digital twins
- Expansion focus
- Moving from grocery-first to convenience-first categories like beauty, fashion, healthcare and electronics
- 2027 plan
- Expanding QCaaS infrastructure, fulfillment network and technology investment