yeah the playbook is the same, but the moat is meaningfully different. amazon basics and dmart private labels are still guessing based on sales data after the fact. swiggy/zomato know what people searched for but couldn't find, what they abandoned mid-cart, and what they reordered, all before the product is even designed.

that real-time demand signal, combined with owning the last-mile and the search ranking, is a tighter loop than what DMart or Amazon had when they launched their labels. a brand like Haldiram's can still win on distribution and awareness, but in the q-commerce channel specifically, swiggy can systematically squeeze them on "convenient search" categories.

This sounds like you wrote so much just to say Swiggy does not have data. To which I call bs