New Delhi, July 18, 2025 — A tweet by Aaryan Saxena, founder of clean food brand Anjali Gold, has gone unexpectedly viral — and it’s got people across the country looking at quick commerce a little differently.
In his post, Saxena called out the constant negativity surrounding apps like Blinkit and Instamart, arguing that while people are busy talking about 10-minute deliveries, they’re missing something far more important: how these platforms are quietly fixing the food supply system.
“Quick commerce is silently solving one of India’s biggest health crises — food adulteration,” he wrote. “By cutting out the middlemen, it lets brands sell directly to consumers, ensuring authenticity and better quality.”
The tweet, which referenced an incident where fake baby food was seized in Delhi, touched a nerve. Saxena pointed out that in the old retail setup, brands had little control over where or how their products were sold. Quick commerce, on the other hand, allows for verified sellers only, making it harder for counterfeit goods to sneak into homes.
From Convenience to Credibility
What started as a tweet has now blown up into a full-blown debate. Thousands of replies have poured in — some agreeing, others pointing out gaps in the model — but most agree on one thing: quick commerce is doing more than just delivering groceries fast.
A Bigger Picture Emerging
India has been battling the problem of fake and low-quality food products for years. But traditional regulation has struggled to keep up. Quick commerce, with its focus on digital onboarding and real-time visibility, is offering something new: a cleaner, more traceable way to get everyday essentials.
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