India, Aug. 18 -- Will Ekart Deliver On Time This Time?

In a cruel twist of corporate irony, Myntra is ditching Ekart, its in-house logistics platform, to win the quick commerce race. So, how did Flipkart's $500 Mn bet on logistics fall short - to the point where even its own group companies are hesitant to use it?

The Achilles Heel: Designed for Flipkart's two-to-three-day delivery playbook, Ekart's business model was optimised for cost, not speed. Ekart's operational DNA - built around large warehouses on city outskirts - makes it ill-suited for hyperlocal and fast commerce. Its long-haul trucks and inter-city workforce pale in comparison to the agile fleets of rival logistics firms and quick commerce players delivering in minutes.

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