Mumbai: BazaarNow, a habit-led quick commerce platform focused on India’s emerging cities, has raised INR 72 crore in its latest funding round to accelerate expansion across Tier 2 and Tier 3 markets and strengthen its technology and supply chain capabilities.
The round was led by Peak XV Partners with participation from Whiteboard Capital and Antler, along with several prominent angel investors including Vidit Aatrey, Founder and CEO of Meesho; Karthik Gurumurthy, former Head of Swiggy Instamart; Prashant Sachan, Founder and CEO of AppsForBharat and Sri Mandir; Arjun Purkayastha, SVP and MD, Reckitt Greater China and North Asia; Nitin Saluja, Founder of Chaayos; Siddharth Gadia, Co-founder and CEO of Zeno Health; Ayyappan R, Founder and CEO of FirstClub and former CEO of Cleartrip; and Aravind Charanyan V, Co-founder of FirstClub and former VP of Flipkart. Including its pre-seed round, the company has raised INR 80 crore to date.
Founded by Priyanshu Jain, Arjun Harish and Tarithmay Mandal, BazaarNow is building a quick commerce platform tailored to the purchasing habits of middle-class households across smaller Indian cities. The founding team brings experience across growth, operations, product, supply chain, category management, pricing and P&L leadership, with prior stints at companies including Zepto, Myntra and Swiggy.
As India’s quick commerce sector continues to grow, BazaarNow is positioning itself differently by focusing on regional consumer behaviour instead of replicating metro-centric ecommerce models. The platform emphasises local assortment, regional brands, fresh fruits and vegetables, transparent pricing, vernacular-first experiences and simplified ordering without complex discounts, wallets or coupon structures. It also supports assisted shopping through call-to-order services for users seeking a more familiar purchasing experience.
Speaking on the development, Priyanshu Jain, Co-founder and CEO, BazaarNow, said, “Grocery buying in Tier 2 and Tier 3 cities does not look like ecommerce in metros. It is more local, more habitual and much more value-conscious. Our view is that quick commerce for the next 700+ Indian cities has to be built differently. Customers should not have to navigate complicated coupons, wallets or discount constructs to buy everyday essentials. They should get the right local assortment, fresh produce, simple ordering and fair pricing every day. BazaarNow is being built around these existing habits, not against them.”
BazaarNow’s operating model combines a vernacular-first app experience with AI-powered local language search capabilities, an in-house logistics and rider management system, and an assisted commerce layer designed to cater to varying levels of digital adoption. The company is also investing in supply chain efficiencies and faster inventory cycles, particularly across fresh produce categories, to improve availability and service reliability.
In its first pilot market, BazaarNow has scaled to more than 1,800 orders per day per store, indicating strong demand for localised assortment, repeat purchase behaviour and efficient fulfilment in smaller city clusters.
Commenting on the investment, Abhishek Mohan, Managing Director, Peak XV, said, “India’s emerging cities represent one of the most important consumption opportunities of the next decade, but they need products built with a deep understanding of local habits, price points and operating realities. The BazaarNow team brings rare operating depth across ecommerce and quick commerce, and is approaching the category with clarity and discipline. They are not simply replicating metro-first models across India. They are building a commerce experience that is local, simple, efficient and deeply relevant to how millions of Indian households already buy.”
Over the next six to twelve months, BazaarNow plans to expand into nearby towns and regional clusters, deepen its assortment across grocery and daily essentials, strengthen supply chain operations, and continue enhancing its local-language and habit-led shopping experience.
With this latest capital infusion, BazaarNow aims to accelerate its mission of building a large-scale commerce platform for Tier 2 and Tier 3 India by bringing convenience, value and broader assortment depth to underserved markets while keeping the experience simple, local and familiar.
