Amazon's dominance in Indian e-commerce is facing its biggest challenge yet. Discover how Direct-to-Consumer brands have grown from 2% to 15% market share by cutting out the middleman, while Quick Commerce platforms are delivering everything from groceries to refrigerators in 10-30 minutes. Explore the twin disruption that's forcing the e-commerce giant to rethink its strategy as brands like Mamaearth and platforms like Zepto redefine how Indians shop online—bypassing Amazon entirely with better margins, customer control, and instant gratification.