About
An independent read of India’s quick commerce apps.
Shelf reads 22 apps store by store (the grocery apps, and 15 more: apps for fashion, beauty, pharmacy, pets, baby and food, the members’ grocery app FirstClub, and DMart Ready, which delivers next day or in slots), and tells a brand where it stands: in the ads, in search and on the shelf. No app and no investor has a stake in the numbers.
Blinkit
Zepto
Swiggy Instamart
Flipkart Minutes
BigBasket
Amazon Now
JioMart
12,065stores read, one by one
11,234 of them on the grocery apps. 831 stores, cafes and kitchens on the category apps. 22 apps in all.
Each store read on its own. Every app, and what Shelf shows on it
Why it exists
Every dark store’s shelf has everyone on it.
A brand’s own panels are about its own sales and its own campaigns. The apps themselves show everyone: every brand on the shelf of each dark store, every brand in a search, every brand holding a paid slot, city by city.
Seeing that whole picture is the hard part. Each of 11,234 stores has its own shelf, and the same searches run differently in hundreds of cities. Shelf is the system that reads them, one store at a time and read after read, and turns what it reads into counts a brand can act on.
We began in early 2026 by mapping India’s dark stores, at quickcommercemap.com. Shelf reads what is inside them.
What we hold ourselves to
Six rules we count by.
They are why a figure from Shelf can be put in front of a category manager, or a board. The method in full: How we read the apps
- Every count says what it is out of
- A figure is printed with what it was counted over.
- A blank is never a zero
- A cell with no figure is hatched and says why. A missing value is never printed as nought.
- Missing means missing
- We call a product missing from a store only where we saw that store’s whole shelf. We never guess.
- No seller login, ever
- We never ask for a seller login or an ad account, so we hold nobody’s sales and nobody’s ad spend.
- Nobody can pay to change a figure
- A brand pays to see more of what we read. No brand and no app can pay to alter a figure, hide it or stand higher in it.
- A wrong figure is corrected in public
- Any brand we measure can ask us to read a figure again, customer or not. If we were wrong, the correction goes on the changelog with its date.
The company
Made in Gurugram, by Apexlayer Technologies.
A small company with one subject: what India’s quick commerce apps show, and where. We also make quickcommercemap.com, openastore.in and quickcommercejobs.com.
We are new, and we say so. When customers agree to be named, they will be listed here with the date they started.
- Company
- Apexlayer Technologies Private Limited
- Formed
- 2025, in Haryana, India
- Company number (CIN)
- U58201HR2025PTC135312
- Registered office
- C/O WeWork India, DLF Forum, DLF Cyber City Phase III, Sector 24, Gurugram, Haryana 122002, India
- Director
- Sachin Gurjar
From here
Ask us, or check us
- Talk to usA walkthrough on your own brand, a call back, or a straight answer.
- ContactSupport, corrections, research, press, and the company’s details.
- Status and coverageWhen each app was last read.
- SecurityHow an account is looked after, and what is not built yet.
- ChangelogWhat changed and when, and every correction a reader asked for.
- Brand and pressThe logo, the wording, and how to quote a figure.
See the shelf, every day.
Every store read every day. Pick a category and see who leads it, what sells out, who ranks in its searches and who pays for its ads. Free.
No card and no seller login needed.