Zomato, Swiggy, Zepto and Amazon India launch digital commerce policy coalition

NEW DELHI: India’s digital commerce leaders are putting competition aside and joining forces on policy. In a move that could reshape how the sector engages with regulators, a group of the country’s largest internet companies has launched the Digital Commerce Coalition (DCC), a dedicated industry body focused on the evolving needs of online marketplaces, quick commerce and hyper-local delivery.

The coalition brings together an influential founding lineup that includes Eternal, parent of Zomato, alongside Swiggy, Zepto, Amazon India and Meesho. One notable absentee from the founding group is Flipkart, India’s largest homegrown e-commerce player.

The launch signals a growing desire among digital-first businesses to have a specialised forum that reflects the realities of modern online commerce. While traditional industry chambers have long represented the broader technology sector, the DCC aims to focus specifically on issues affecting digital marketplaces, gig workers, delivery networks and local commerce ecosystems.

At the heart of the coalition’s agenda are three key priorities: strengthening consumer trust and safety, expanding economic participation, and promoting sustainable growth. The group plans to develop industry best practices around data privacy, merchant onboarding and transaction transparency, while also working to create more opportunities for small businesses, kirana stores and regional brands to participate in digital supply chains.

Sustainability is another major area of focus. Members intend to collaborate on standards related to green logistics, responsible packaging and the long-term welfare of delivery partners who power India’s fast-growing on-demand economy.

To provide structure to its policy efforts, the DCC has appointed Koan Advisory Group as its secretariat. The New Delhi-based firm will oversee regulatory research, coordinate engagement with government stakeholders and manage the coalition’s day-to-day operations.

Industry leaders say the organisation is designed to act as a bridge between innovation and regulation at a time when policymakers are developing new rules for the digital economy.

“The Digital Commerce Coalition aims to foster an ecosystem that balances consumer trust with entrepreneurial spirit. By collaborating with policy stakeholders, we want to ensure that digital commerce remains an engine of growth for millions of small enterprises and delivery partners across India,” said Eternal head of public policy Jaskiran Bedi.

A similar view was expressed by Meesho head of public policy Prachi Bhuchar, who said the coalition would help create a unified, data-driven voice as digital commerce expands deeper into the country and regulatory questions become increasingly complex.

Meanwhile, Zepto chief policy officer Rachit Ranjan highlighted the unique operating models of quick commerce and hyper-local delivery networks, arguing that future regulations must account for the sector’s distinct infrastructure and supply chain requirements.

The timing is hardly accidental. India’s digital commerce industry is facing heightened scrutiny around online marketplace practices, dark patterns, competition rules, consumer protection measures and social security frameworks for gig workers. Proposed reforms under initiatives such as the Digital India Act are expected to have far-reaching implications for the sector.

Against that backdrop, the DCC represents more than just another trade body. It is a sign that India’s internet giants are seeking to speak with one voice as they navigate the next chapter of regulation. If successful, the coalition could play a pivotal role in shaping the policy architecture of one of the world’s fastest-growing digital economies.