India, May 5 -- If you've been scrolling through shopping apps lately, you've probably noticed that something has changed on many platforms. There is less noise, and you do not have to scroll as much. This is because India's ecommerce story, which was built on endless choices - more products, more sellers, more everything - is starting to crack. Instead of trying to be everything to everyone, a new crop of D2C marketplaces, focused on sharply defined categories, is mushrooming.

Interestingly, this shift is happening at a time when quick commerce players are doubling down on speed and convenience. While they race to deliver groceries in 10 minutes, investors are looking toward platforms that sit between discovery and fulfilment, where tru...