Abstract

Quick commerce platforms such as Blinkit, Zepto, and Instamart have introduced ultra-fast grocery delivery services that rely heavily on aggressive promotional strategies, including discounts and cashback offers. While these strategies provide short-term consumer benefits in terms of cost savings and convenience, they also create competitive challenges for traditional kirana stores that cannot replicate such offers. This study investigates whether discounts act as a double-edged sword: fostering consumer welfare in the short term while undermining traditional retail sustainability in the long run. Using a simulated dataset of 100 respondents, the study applies reliability analysis, descriptive statistics, correlation, t-tests, ANOVA, chi-square, and regression analysis. Results reveal that promotional exposure and perceived savings strongly predict switching intent, while kirana loyalty acts as a mitigating factor. Younger consumers are more susceptible to offers, suggesting generational shifts in shopping behavior. Findings highlight the need for kiranas to adopt adaptive strategies, platforms to pursue sustainable promotional models, and policymakers to regulate predatory practices.