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In a winner-take-all market, horizontal e-commerce companies should have decimated HealthKart’s reason to exist. In a remarkable turn of events, not only has the company persisted but it is also growing and profitable.

The hydration and energy supplements brand has cracked a niche and scaled fast. The harder task now is sustaining growth as the market matures.
A little over a decade after it was founded, the company that introduced India to Greek yogurt has pulled off a turnaround. But competition is rising fast and Epigamia can’t afford to simply rest on its laurels.
Brands are racing to build rapid delivery on their own channels—despite unclear economics and no proven success stories. Will they succeed?