Adeeva

Distributors vs Quick Commerce
How India’s FMCG distributors are pushing back against the rise of quick-commerce giants.

Antitrust Alarm Raised
Distributors filed a petition with the CCI, accusing platforms like Zepto and Blinkit of deep discounting and predatory pricing.

FDI Rule Concerns
They argue quick-commerce dark store models violate FDI norms by blending marketplace and inventory control.

Calls for Price Floors
AICPDF wants price floors—10% on FMCG and 2–3% on non-FMCG—to curb destructive discount wars.

Protecting Traditional Trade
They warn quick-commerce disrupts the livelihoods of millions of kiranas and distributors across India.

Brands Support Kiranas
FMCG companies like ITC, Coca-Cola, Nestlé, and Dabur are boosting margins, tools, and programs to empower general trade.

Regulatory Watch Alerts
Quick-commerce platforms face growing scrutiny—from hygiene lapses to antitrust probes—as distributors press for oversight.
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Delivery Deficit: Quick Commerce in Crunch

Rising Vacancy Rate
Even with a 50% workforce expansion over the year, vacancy rates in cities have reached 25–30%.

Wages Under Pressure
Payouts per order have fallen up to 40%, from ₹34–42 in 2024 to just ₹15–30 in 2025.

Churn & Attrition Surge
High attrition and volatile earnings are pushing gig workers away—many shifting to e‑commerce or food delivery.

10-Minute Promise Fades
Delivery timings are stretching as staffing fails to keep pace with rapid dark store expansion.

Festival Demand Spike
Even a 40% rise in rider demand during peak seasons may not stabilize staffing crunches.

Strategic Moves Ahead
To retain riders, platforms are rolling out hybrid pay models, bonuses, and early onboarding
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Motorola’s Digital Out-of-Home (DOOH) Win
How Motorola used smart DOOH advertising to spark an 81% surge in brand searches.

Targeted Location Ads
DOOH placements were activated in areas with high Motorola search interest and near store locations.

Smart Data Power
Hawk’s platform, with Captify's search intent data, helped target audiences actively searching Motorola devices.

Visits & Consideration
The campaign drove 226,000 store visits, lifted brand consideration by 10%, and ad recall by 14%.

Share Gains vs Rivals
Motorola also gained a 5% market share increase against competitors like Apple and Samsung.

Measure with Search Lift
They used branded search lifts to prove DOOH’s impact—linking outdoor ads directly to digital behavior.

Why It Worked
By combining location data, real-time search insights, and DOOH reach, Motorola delivered highly relevant messages to in-market consumers.
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