Breaking new ground: Women's Growing Role in India's Quick Commerce Industry

The rapid evolution of the Indian quick commerce industry, where consumers expect ultra-fast deliveries, has become a significant segment in the country's retail landscape. With urbanization and a tech-savvy population driving demand for instant gratification, e-commerce platforms are stepping up to meet the growing need for quick deliveries of everything from groceries to fashion. As this sector flourishes, one of the most encouraging trends is the increasing involvement of women in the workforce and leadership roles within the industry. Companies like Myntra, Zepto, and other retail innovators are making strides in empowering women, particularly in areas traditionally dominated by men.

Myntra MynShakti: Empowering Women in Fashion Retail

Myntra, one of India’s leading fashion e-commerce platforms, has introduced initiatives that support the active participation of women in the workforce and entrepreneurship. One of the most notable programs is MynShakti, an initiative designed to empower women across India. MynShakti targets women in the retail sector, particularly in leadership and business management roles. Through MynShakti, Myntra offers women opportunities for growth, skills development, and leadership training, helping them build a future in an industry that is becoming increasingly competitive.

By focusing on women’s empowerment, the company is not only tapping into a vast pool of untapped talent but also fostering a more inclusive, innovative, and dynamic workforce. The MynShakti program trains women in various aspects of business management, from logistics and operations to marketing and sales. This not only contributes to gender equality within the company but also gives women the opportunity to rise through the ranks of a rapidly growing industry.

In its pilot phase, MynShakti plans to onboard approximately 100 women sellers, providing personalized support to ensure seamless integration onto Myntra’s platform.“MynShakti is a natural extension of Myntra’s ShECommerce initiative. Through MynShakti, we are creating a dedicated support system for women entrepreneurs, equipping them with the right resources to navigate e-commerce. This initiative is not just about business growth—it’s about enabling financial independence, fostering leadership, and driving meaningful change. We are excited to welcome a new wave of women-led brands to Myntra and look forward to seeing them flourish,” said Govindraj MK, CHRO, Myntra.MynShakti builds on the success of ShECommerce, Myntra’s flagship initiative launched in August 2024 to foster women’s participation in e-commerce.

Key features of MynShakti:

• Seamless Onboarding & Dedicated Account Management: Women-led brands will receive end-to-end support with dedicated account managers to optimize business performance.
• Operational Training & Business Optimization: Hands-on training sessions covering catalogue optimization, pricing strategies, and operational best practices will enhance efficiency and competitiveness.
• Expert-led Webinars & Mentorship: Interactive mentorship sessions and expert-led webinars will provide strategic recommendations on marketing, order fulfilment, and leveraging Myntra’s platform for maximum impact.
• Insights and Analytics: Access to insights on customer trends and preferences to aid strategic decision-making.
• Marketing & Growth Support: Recommendations on best practices to improve visibility, enhance discoverability, and drive higher engagement on the platform.

Zepto Chennai’s Pink Store: Redefining Gender Roles in Quick Commerce

Another company at the forefront of women’s empowerment in the quick commerce sector is Zepto, a fast-growing startup specializing in delivering groceries and everyday essentials within minutes. Zepto has garnered attention for its commitment to offering fast delivery services, and its latest venture in Chennai is turning heads not only for its speed but also for its focus on women’s representation in the workforce.

Zepto has launched a Pink Store in Chennai, a unique retail outlet that employs a predominantly female workforce. The "Pink Store" concept is part of Zepto’s effort to create an inclusive environment where women can take on roles in the logistics, warehousing, and customer-facing areas of quick commerce. The store symbolizes the company’s recognition of the importance of women in the logistics chain and its efforts to promote gender parity within its operations.

This initiative ensures that every order placed in the region is managed entirely by an all-women team, from picking to packing.

“Zepto’s first women-only dark store is now serving the Madambakkam area in Chennai! If you place an order in the area, there’s a 100 per cent chance your order was picked and packed by an all-women team,” the company’s co-founder and chief executive officer, Aadit Palicha posted on a social networking platform in Jan end this year.While sharing the update, Palicha added that the store, as well as the team, will be headed by a woman employee named Vinitha.Sharing Vinitha's journey with Zepto, Palicha wrote, “Here’s the amazing part—Vinitha started her journey with Zepto in September 2023 as a delivery partner. Since then, she’s worked her way up to become the store manager!”

By offering opportunities for women to work in both operational and leadership capacities, Zepto is contributing to reshaping the narrative around gender roles in the retail and logistics industries.

Among the quick commerce players, Zomato-owned Blinkit holds a 46 per cent market share. Zepto trails Blinkit with a 29 per cent market share, and Swiggy Instamart comes in third, accounting for a 25 per cent share, as per a recent report by Motilal Oswal.

Women in Logistics and Delivery Roles

Women’s involvement in quick commerce isn't just limited to backend operations or management. Increasingly, women are becoming a significant part of delivery teams, which is a key part of the rapid growth of the quick commerce sector. Companies like Swiggy Instamart and Zomato have been hiring women in large numbers for their delivery fleets. These platforms are breaking down the barriers that have traditionally kept women from pursuing careers in delivery and logistics, offering flexible hours and safety measures tailored to meet their needs.

This shift is significant because it provides women with more economic independence and opens up a new world of career opportunities in sectors that have historically been viewed as male-dominated. As women increasingly take on delivery roles, they are reshaping the face of the workforce and challenging stereotypes about what kinds of work are appropriate for women.

Slow and steady climb to quick commerce success

India's quick commerce industry has seen significant growth, with sales increasing by over 280 per cent in the last two years, according to a report by financial services firm Chryseum. The Gross Merchandise Value rose from USD 0.5 billion in FY22 to USD 3.3 billion in FY24. This sector is growing faster than traditional e-commerce, highlighting a shift towards rapid delivery services. Valued at USD 3.34 billion in 2024, the quick commerce market in India is projected to reach USD 9.95 billion by 2029, growing at a compound annual growth rate (CAGR) of more than 4.5 per cent over the forecast period (2024-2029).

Initiatives like Myntra's MynShakti and Zepto's Pink Store are helping redefine gender roles within the sector, fostering an environment where women can take on leadership and operational roles. As these companies continue to champion women’s empowerment, they are paving the way for a more inclusive and sustainable future in India’s rapidly evolving retail landscape. While challenges persist, the growing role of women in this sector is undeniably a step toward greater gender equality and economic opportunity for women across the country.