Top retail founders discuss key fulfilment challenges in India—fast delivery, supply chain visibility, and reverse logistics—at the E-commerce Summit 2025.

At the E-commerce and Digital Natives Summit 2025, executives from India's modern retail sector discussed the most pressing fulfillment issues, ranging from lightning-fast delivery to supply chain predictability and reverse logistics. Voices from Rentomojo, The Sleep Company, Zoff Foods, Jumbotail, Tata Soulfull, and Akshayakalpa Organic participated in the panel, which was moderated by Amit Singal, Partner, Fluid Ventures, and was titled solving the Great Fulfilment Puzzle: One-Stop Solutions, Speed, and Visibility.

The conversation began with Rasika Prashant, co-founder and CMO of Tata Soulfull, pointing out how rapid commerce and e-commerce are influencing customer expectations. She explained that even e-commerce platforms have evolved into discovery zones and that quick commerce has evolved into a channel for redemption and replenishment. She went on to say that the advantage of e-commerce super speed is that customers receive their orders much more quickly, which makes them dislike waiting. He thinks the customer is throwing a party, but in reality, they are deserving of it.

Co-Founder and COO Ashish Jhina of Jumbotail, which employs more than 1,50,000 kiranas, has a different perspective on how supply chain and pace have changed over time. In certain aspects, the kirana is its initial rapid commerce, he remarked. You need to make fewer predictions, and the quicker you can fulfill them. He went on to say that their business strategy depends on kiranas placing direct orders. The Kirana themselves place all of their orders. It has to do with consuming.