Why Companies Don’t Compete in the Middle Market

Dunzo, an Indian e-commerce company that promised to deliver anything in 60 minutes or less, launched in 2014. By 2019, it was operating in in eight Indian metros, and by August 2021, it had expanded into quick commerce, launching Dunzo Daily to deliver essentials in 19 minutes or less. Customers liked the convenience that Dunzo provided, investors loved its growth, and the phrase “Dunzo it” became a common idiom in India akin to “Google it” in the U.S.