Bengaluru, July 12 -- India's vertical quick-commerce startups across categories like baby care, medicines and fashion, backed by venture capital heavyweights, are beginning to redefine what "quick" means.

For some, the race is no longer about cutting delivery times by a few more minutes. Instead, founders are increasingly talking about better assortment, sharper curation, stronger supply chains and healthier unit economics as the factors that will decide whether the model survives.

Baby care platform Ozi, backed by Blume Ventures and RTP Global, has settled on a roughly 60-minute delivery promise. Founder Amit Sah told Mint the company would rather optimise for "quality selection" than chase ultra-fast deliveries, arguing that customer...