KiranaPro Ropes In PV Sindhu As Investor

Amid the raging battle in India’s quick commerce space, KiranaPro has secured strategic investment from badminton player PV Sindhu.

Although the company did not disclose the financial terms of the deal, but said that Sindhu’s investment marks the first commitment in its seed funding round.

KiranaPro said in a statement that Sindhu will help the brand in bridging the digital divide for small retailers.

“I’m proud to join KiranaPro, both as brand ambassador and investor, to support this meaningful mission of empowering communities,” Sindhu said.

This investment also comes just a few days after KiranaPro acquired hyperlocal grocery delivery service Joper.app to boost its hyperlocal retail presence.

Founded in 2024 by Deepak Ravindran and Dipankar Sarkar, KiranaPro operates an AI-powered quick commerce platform that enables kirana stores to offer 10-minute deliveries through the ONDC network.

The company’s AI-driven interface helps small retailers manage digital operations while offering flexible revenue models including daily rates and per-lead fees.

Last week, KiranaPro became India’s first ONDC-integrated quick commerce platform, gaining access to over 7 Lakh registered vendors. The company claims to have already onboarded about 30,000 stores and plans to launch operations in Hyderabad and Thiruvananthapuram this month.

The investment comes at a time when India’s quick commerce space has been aggressively expanding with major players like Blinkit, Zepto and Swiggy Instamart as well as new entrants redefining the market with unique advantages of proximity, competitive pricing and wide selection.

Recently, Blinkit launched a 10-minute ambulance service in Gurugram, while Swiggy is cashing in on expanding its dark store operations with an investment plan of INR 1,000 Cr in its delivery subsidiary Scootsy.

Earlier this month, Zepto’s 10-minute food delivery service, Zepto Cafe, hit 100,000 orders daily with a $100 Mn annualised GMV run-rate, just two months after launching as a separate app. The company claims its steady-state gross margin is 10% higher than top QSR chains in India. 

Also, in January, Swiggy rolled out SNACC app to deliver quick bites, beverages and meals in 15 minutes.

Besides, Amazon has started rolling out its 10-minute delivery service, Amazon Now, in some select pincodes of Bengaluru. Launched this month, the service delivers everyday essentials with a similar product range as Blinkit and Zepto. 

Also, Flipkart is expanding its quick delivery service ‘Flipkart Minutes’, to more cities, while Myntra launched M-Now for fashion deliveries and JioMart is reviving its quick commerce operations leveraging its 18,000-store network. Besides, Nykaa joined the race in October last year with a 10-minute delivery pilot in Mumbai.

Also newer players are targeting specific niches in the quick commerce space. While Swish focuses on 10-minute food delivery, Slikk promises 60-minute fashion delivery, and platforms like WAAYU are experimenting with zero-commission models for restaurants. 

The space has been gaining traction from a lot of investors for quite some time now.

For instance, last month, quick service platform Snabbit raised $5.5 Mn to expand its 10-minute domestic services across Mumbai. Over 16 new platforms have emerged in the past year alone.

According to industry estimates, around 60% of buyers in India’s urban areas now expect same-day deliveries, while 30% prefer options under two hours, creating opportunities for focused solutions.

However, this rapid growth has significantly impacted traditional retail. Nearly 200,000 kirana stores shut down last year, with metro cities accounting for 90,000 closures. Quick commerce now represents 35% of online FMCG sales.

Also, in January, debt marketplace Recur Club launched a INR 150 Cr fund specifically for D2C brands in quick commerce, targeting 80-100 companies.