India, July 22 -- Eternal CEO Albinder Dhindsa believes that the quick commerce industry's discounting war may finally be approaching its end.

During the company's Q1 earnings call, Dhindsa opined that the sector has reached peak competitive intensity, arguing that there is little room for competitors to deepen subsidies further without significantly worsening their losses.

He further said that the quarter represented the most aggressive phase of competition the industry has witnessed so far, driven by both a larger number of competitors and higher spending on customer incentives.

"Q1 so far was the peak of competitive intensity that we have seen till date. both because the number of players were higher and everybody was more aggressiv...