Amazon has named Samir Kumar as its new country head for India. Kumar, who also oversees Amazon’s consumer businesses in the Middle East, South Africa, and Turkey, will succeed Manish Tiwary, who left the company in August 2023.

Kumar’s appointment comes as Amazon gears up to enter the quick commerce market in India, currently led by players like BlinkIt, Zepto, and Instamart. Amazon plans to launch this new venture in early 2025, signaling a strategic shift to meet growing demand for fast deliveries.

Amit Agarwal, Amazon India’s vice president, will work alongside Kumar in managing the company’s India operations. Both have a history of collaboration within Amazon, adding a layer of familiarity to their partnership in leading the company forward in this critical market.

Amazon’s entry into the quick commerce space reflects the company’s ambition to diversify its services in India, which has become a key battleground for e-commerce giants. This move comes at a time when rapid deliveries of groceries and essentials have become increasingly popular, fueled by changing consumer preferences and growing competition.

With Samir Kumar at the helm, Amazon will likely look to leverage his experience in other regions to navigate the complexities of the Indian market and establish itself in the quick commerce sector. The company’s expansion plans could reshape the competitive landscape, offering Indian consumers more choices and further intensifying competition among established players.