Quick commerce firms set off on a competitive spree on Friday as they geared up for the sales of the new Apple iPhone 16 models.

What Happened: Zomato-owned Blinkit, Tata Group‘s BigBasket and Zepto went head-to-head aiming for the fastest deliveries but denied any mutual “war”.

Blinkit said that it had partnered with Apple’s reseller in India, Unicorn to deliver the mobile phones in Delhi NCR, Mumbai, Pune, Bengaluru and some parts of Lucknow. By around 10:30 a.m., the platform had sold 295 units and was due to cross the 300 mark, the company’s CEO Albinder Dhindsa posted on micro-blogging platform X.

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Hari Menon, the CEO of BigBasket, said that the company delivered its first iPhone 16 within just 7 minutes of the order at 8:07 a.m. “We're now serving more than groceries before you finish your morning coffee,” Menon said in his post. Zepto, on the other hand, flaunted a 10-minute delivery of the phone.

X users were quick to point out the competition amid the quick commerce platforms. Madhav Chanchani, a journalist and an X user shared the posts from both Dhindsa and Menon highlighting the ongoing “war”. But the Blinkit head was quick to dismiss the notion of rivalry as he posted a picture with Menon with a caption saying “What War?”. Menon was quick to reply with another picture of theirs captioned “Great friends forever”.

Blinkit started selling iPhones on its platform in 2022, with the launch of iPhone 14 models. But the rapidly expanding trend of phones, electronics and other high-priced items penetrating into the quick commerce spheres threatens e-commerce firms like Amazon and Flipkart, especially with their annual festive season sale around the corner.

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