In recent times, quick commerce was seen more as an urban solution something created to cater to the last-minute grocery requirements of India’s biggest metropolitan cities. While the idea of getting deliveries within 15 minutes seemed very appealing to busy urban dwellers, it raised doubts about its sustainability in anything other...

For Delhi-based Arata, building a personal care brand in a crowded market has meant fundamentally rethinking the way the market works, even as others continue to tread the familiar path.  “When we started Arata, the haircare market in India was built on two extremes: heritage Ayurvedic claims with no clinical backing, or mass FMCG...