India’s antitrust regulator, the Competition Commission of India (CCI), has asked tough follow-up questions in its ongoing review of the country’s rapidly expanding quick commerce sector. According to Business Standard, the watchdog recently reached out to the All India Consumer Products Distributors Federation (AICPDF), requesting granular data on the market shares of platforms like Blinkit, Zepto, and Swiggy Instamart in the FMCG (fast-moving consumer goods) category.

The move is part of an ongoing probe into allegations that these platforms may be resorting to anti-competitive practices. Sources familiar with the matter say the commission is particularly interested in whether any of these companies have exclusive distribution deals with FMCG brands—something that could potentially squeeze out traditional distributors and neighborhood retailers.

The CCI has also sought details on product bundling—a practice where unrelated items are grouped and sold together—suspected to be used as a strategy to drive higher order values and limit consumer choice.

These inquiries follow a formal complaint filed last month by AICPDF President Dhairyashil Patil, who accused quick commerce players of predatory pricing and monopolistic behavior that’s hurting legacy distribution networks across the country.

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Additionally, the commission is said to be investigating whether any of these platforms price goods differently based on a customer’s location, device, or shopping patterns—raising concerns about algorithmic discrimination. It has also asked for evidence that items are being sold below cost price, which would directly violate India’s competition laws.

This isn’t the first time quick commerce companies have come under scrutiny. The Food Safety and Standards Authority of India (FSSAI) recently revealed it had received over 21,000 consumer complaints against online food delivery apps in the past five years.

Earlier this year, platforms like Blinkit and Zepto launched standalone 10-minute food delivery apps—Bistro and Snacc—prompting backlash from restaurant partners who claim they weren’t consulted or compensated fairly.

Adding fuel to the fire, the Central Consumer Protection Authority has also flagged these platforms for failing to display essential product information like expiry and ‘best before’ dates—a basic but mandatory requirement for selling grocery and perishable items.

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As India’s quick commerce boom continues, the regulatory pressure is intensifying. What began as a convenience-driven disruption may now have to answer some tough questions about fairness, transparency, and consumer rights.