THE IMPACT OF INDIA'S GROWING QUICK COMMERCE INDUSTRY ON CONSUMERS AND GIG WORKERS
DOI:
https://doi.org/10.58445/rars.3704Keywords:
Q-Commerce, Gig Economy, Impulse Buying, Instant Gratification, Gig WorkersAbstract
This paper examines India's growing quick commerce (q-commerce) industry and its projected trajectory over the coming decade. Two primary research questions guide the study: (1) How has q-commerce shaped consumer behavior—particularly impulse buying and loyalty program engagement—among urban Indian consumers? and (2) What employment opportunities and vulnerabilities are associated with gig work in the sector? The study covers the competitive landscape, supply chain infrastructure, and consumer-facing incentive strategies, including loyalty programs and promotional discounts.
An original consumer survey, conducted between January and March 2025 via Google Forms and distributed through WhatsApp groups in the Bangalore metropolitan area, received 128 responses spanning diverse age groups and employment statuses. Chi-square tests of association and Wilson 95% confidence intervals are reported to contextualize key findings. Alongside the consumer analysis, a structured literature review examines gig employment dynamics, drawing on academic research, government reports, and industry data. The paper concludes with a discussion of the industry's future sustainability, including the role of artificial intelligence (AI), automation, and policy in shaping long-term viability.
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