Congested Streets, Instant Treats

Across India’s metros and smaller towns alike, rising traffic congestion, hazardous air quality, intensifying urban heat islands, soaring road‐traffic fatalities, and unhygienic public facilities have made city life increasingly unsafe—especially for children, women, and the elderly. These stresses, compounded by chaotic markets that resist modernization, are fueling a dramatic shift toward app‐based quick commerce as a safer, more convenient alternative.

The Perilous Urban Landscape

1. Chronic Traffic Congestion

Average Speeds Below 25 km/h: During peak hours, vehicles crawl at just 20–24 km/h in Delhi, Mumbai, and Bengaluru—down from 27 km/h off-peak—worsening emissions and delays India TodayC2 Smarter.

2. Toxic Air Pollution

PM2.5 Levels Far Above Safe Limits: In 2024, Delhi recorded an annual average PM2.5 concentration of 108.3 µg/m³—over twenty times the WHO guideline—making it the world’s most polluted capital for the sixth straight year Firstpost.

3. Intensifying Urban Heat Islands

Night-time Surplus Heat: Major Indian cities exhibit a night-time temperature surplus of about 1.2 °C compared to surrounding rural areas, exacerbating heat‐stress for vulnerable populations GreenTree Global.

4. Road-Traffic Fatalities

Over 155,600 Deaths in 2021: India saw 155,622 road-traffic deaths and 371,884 injuries in 2021, with children under 18 accounting for nearly 45 fatalities every day TripC.

5. Dirty Public Washrooms & Low Hygiene

55% Unusable in Delhi: A 2019 Union housing ministry survey found that over half of Delhi’s public toilets were either filthy or completely unusable, deterring citizens—especially women—from venturing out Down to Earth.

Quick commerce is rewriting city life

Impact of Crumbling Infra on Vulnerable Populations

• Road traffic crashes remain a public health crisis: in 2021, 155,622 people lost their lives and 371,884 were injured on Indian roads, with children under 18 accounting for an alarming 31 road-related deaths each day TripCHindustan Times.

• Beyond accidents, women and elderly citizens face heightened dangers in public spaces—from harassment and violence in poorly lit, unsanitary public washrooms to heat stress in urban heat islands where nighttime temperatures can exceed surrounding rural areas by 1.2 °C PMCGreenTree Global.

• These compounded stressors are dissuading vulnerable groups from venturing outdoors, reshaping daily routines and consumption patterns.

Flight to Quick Commerce

Frustrated by unsafe, unhygienic, and stressful outings, consumers are increasingly relying on instant‐delivery platforms:

• Safety & Convenience Drivers: A recent GlobalData consumer survey found that 64% of respondents cited “avoiding crowded public spaces, heat, and pollution” as a primary reason for choosing quick-commerce platforms over traditional shopping trips.

• Market Value Soaring: Quick commerce in India grew from USD 300 million in 2022 to USD 6–7 billion in FY 2024, capturing two‐thirds of all e-grocery orders and expanding at an expected 40% annual rate through 2030 Reuters

• Market revenue is projected at USD 3.35 billion in 2024, with a CAGR of 27.4% through 2028—fuelled by players like Blinkit, Zepto, Swiggy Instamart, etc.

Linking Urban Woes to Delivery Adoption

• For many urban residents, app-based ordering offers a safer, more comfortable alternative to crowded markets and unpredictable transport.

• A 2024 consumer survey found that 60% of users cited “avoiding crowded public spaces” as their primary motivation for choosing quick commerce platforms Health Informatics Journal.

• This trend transcends city tiers, reflecting a broader preference for last-mile solutions that circumvent traffic snarls, sanitation concerns, and extreme weather exposure.

Implications for Cities and Businesses

• The India Last Mile Delivery Market is forecast to grow from USD 3.53 billion in 2023 to USD 10.55 billion by 2032, at a CAGR of 12.2% Credence Research.

• For urban planners, these figures underscore the need to rethink public infrastructure—investing in safe pedestrian zones, clean public toilets, and heat-resilient urban design—to restore confidence in shared spaces.

• Businesses, meanwhile, must balance the operational demands of speed with sustainability, leveraging micro-fulfilment centres, electric fleets, and data-driven route optimization to meet evolving consumer expectations.

For authorities, these figures underscore the need to rethink public infrastructure—investing in safe pedestrian zones, clean public toilets, and heat-resilient urban design—to restore confidence in shared spaces

Traditional Local Markets Under Strain

• Heartbeat of the City:Traditional “old” markets sit at urban cores, hosting hundreds of micro-enterprises—from street-side stalls to small shops. They are major employment hubs for low-income families and an accessible source of goods for locals.

• Association Pushback:Market associations often resist government efforts to clear encroachments, rationalize parking, or enforce traffic rules. While well-intentioned from the vendors’ perspective, this resistance preserves unsafe conditions—narrow lanes jammed with vehicles, unhygienic back-lanes, and chaotic pedestrian flows.

• Unintended Consequences:When public authorities fail to partner effectively with associations, any improvement drive stalls. Customers, fed up with congested, dirty markets and lack of basic facilities (clean restrooms, dust-free lanes), increasingly shift to app-based quick commerce—which, ironically, further undermines the footfall and viability of traditional markets.

By equating short-term protection of turf with long-term welfare, these associations have inadvertently driven the very erosion of market footfall they sought to prevent.

Contentious Social Benefit

• While instant‐delivery platforms like Zepto, Blinkit, and Swiggy Instamart undeniably deliver on convenience and reduce exposure to congestion, pollution, and crowded public spaces, their rapid expansion has undercut India’s traditional retail backbone.

• A recent PwC report found that over 52% of small physical‐store retailers in urban centres experienced revenue drops in staples like food, beverages, and personal care due to quick‐commerce competition LinkedIn.

• Small vendors and their associations also share in the blame for deteriorating market conditions. By mobilizing en masse to resist encroachment‐clearance drives, parking reforms, and stall‐zoning efforts, these groups have effectively stalled infrastructure upgrades that could have made markets safer, cleaner, and more navigable.

• The Confederation of All India Traders (CAIT) also reported a roughly 12% decline in kirana-store revenues in FY25, attributing much of the squeeze to deep‐discounting tactics and lightning‐fast delivery promises The Economic Times.

• The Competition Commission of India has launched an antitrust probe into predatory pricing by major quick-commerce players, signaling that what looks like consumer benefit on the surface may erode the livelihoods of millions of small vendors—raising the question of whether the net social gain truly outweighs the disruption to local economies.

A Prism for Revitalization: Five Recommendations

1. Monthly Car-Free Market Days

   • What: Designate one weekend or full weekday per month as a “no-vehicle” zone in all major city markets.

   • Why: Frees up lanes for safe pedestrian movement, reduces air and noise pollution, and creates a festive “bazaar” atmosphere that draws families, elderly, and children back into public life.

2. Facility Upgrades: Clean Washrooms & Dust Control

   • What: Install or refurbish public toilets—ensuring separate, well-lit, regularly cleaned facilities for men, women, and accessible stalls for the elderly and disabled. Deploy mechanized street-sweeping and dust-suppression systems along main market corridors.

   • Why: Basic hygiene is non-negotiable for public confidence. Clean facilities extend dwell time, increase spending, and signal civic pride.

3. Collaborative Encroachment & Parking Management

   • What: Co-create “market zoning” maps with associations to identify legal stall footprints, loading/unloading zones, and short-stay parking bays.

   • Why: Rational allocation of space reduces random encroachments, improves traffic flow, and minimizes roadside congestion that encourages consumers to stay home and order online.

4. Economic Incentives for Small Vendors

   • What: Tie compliance with hygiene, parking, and encroachment norms to micro-grants or preferential loans (e.g., for stall upgrades, hybrid/e-cycle deliveries).

   • Why: Offsets the short-term pain of adapting to new rules, aligns vendor interests with public goals, and fosters a culture of continuous improvement.

India’s urban hazards—from gridlock and smog to unsafe markets—are reshaping consumer behavior toward instant‐delivery apps. Yet, sustainable solutions lie in revitalizing public spaces through collaborative, data‐driven interventions that prioritize safety, hygiene, and inclusive growth.

By empowering traditional markets and modernizing infrastructure, cities can reclaim their streets, uplift vulnerable communities, and strike a healthier balance between physical and digital commerce.

Other References

1. Dwarakanath, N. (2024, Feb. 5). Bengaluru's average traffic speed worse than Delhi and Mumbai. India Today. India Today

2. Duranton, G. (2021). Mobility and Congestion in Urban India [Working paper]. NBER. NBER

3. Firstpost. (2025, March). What makes Meghalaya's Byrnihat the most polluted city in the world? Firstpost. Firstpost

4. Vatsa, K. S. (2024, June 17). India's 'heat trap' cities make summers worse, says government official. Reuters. Reuters

5. Road Safety in India: Status Report 2023. (2023). IIT Delhi / MoRTH. TripC

6. Jain, A. (2020, Sept. 1). Clean public toilets: A matter of national honour. Down To Earth. Down to Earth

7. Reuters. (2025, March 27). India's quick commerce sector made two-thirds of all 2024 e-grocery orders, report says. Reuters