Amazon has launched its 10-minute delivery service, 'Amazon Now,' in Delhi after a successful initial rollout in Bengaluru, escalating competition with platforms like Blinkit and Zepto. Experts project India's quick commerce market will grow to USD 40 billion by 2030, up from USD 6.1 billion in 2024. However, the sector faces regulatory scrutiny regarding compliance with product disclosures, impacting its burgeoning growth as it competes for a share of a projected gross order value of Rs 2 lakh crore by FY28.