A Blinkit executive walking around Colaba market in South Mumbai stopped in his tracks. In front of him, right in the heart of this jam-packed market, was an Amazon Now dark store about 2,000–3,000 sq ft big.

“In order to cover [an important pocket of] South Mumbai, Amazon has opened the store in a place the expansion head of Blinkit could only dream of,” said the executive.

Flanked by landmarks like the Kala Ghoda art district and the BSE, this is a densely populated part of Mumbai and houses the target audience for........

© The Ken