A zero-commission bet that rewired India’s e-commerce playbook. In this episode of The Morning Brief, host Samidha Sharma and ET’s Pranav Mukul break down Meesho’s unconventional rise with CEO Vidit Aatrey from leveraging WhatsApp resellers and an asset-light model to becoming a category-shaping marketplace challenging Amazon and Flipkart without owning warehouses. With 50% order growth, positive cash flows, and plans to go public, Meesho now eyes AI-led personalisation, financial services, and deeper entry into affordable categories. But as return rates climb, margins thin, and investor scrutiny sharpens, a bigger question looms: can Meesho scale sustainably while staying true to its low-cost DNA?

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