How Fynd helped Jio Commerce Platform scale hyperlocal delivery across 24 stores with multi-speed delivery

Jio Commerce Platform (JCP) powers commerce operations for some of India's largest retail brands. For years, standard delivery worked well - it was reliable, predictable and did the job. But as customer expectations shifted toward same-day and hyperlocal delivery, brands on JCP needed more than one way to deliver and delivery speed itself became something worth competing on.

Fynd teamed up with JCP to create a fulfillment module within its logistics settings. This module allows any brand on the platform to design, launch and manage its own delivery modes. The first to go live was one of JCP’s beauty and personal care brands, offering four options: Standard, Rush, Same Day and Next Day.

The challenge: One delivery speed, one rulebook, no room to move

Every new delivery option meant a fresh development cycle

The platform was built around standard delivery, so any new option wasn’t just a simple configuration change - it required a whole new build, with fresh coverage, timings and rules. This slowed down JCP’s brands, making it hard to keep up with the market.

Coverage couldn't flex with delivery speed

A store can serve a much smaller area in two hours than in two days and not all products are suitable for fast delivery. Yet coverage was set once for the entire storefront, unable to offer a tighter footprint or a shorter catalog for faster modes.

Delivery dates didn't reflect real conditions

Whether it was a quiet day or a busy sale, the estimated delivery date was calculated the same way. Factors like store distance, order load or staff availability weren’t considered. This pushed brands to give conservative delivery estimates which often cost them customers looking for clear answers.

The rest of the order journey didn't recognise delivery speed

Even when faster options existed, the rest of the order process didn’t recognize them. There was no way to charge appropriately for faster delivery, apply that charge only to eligible products or keep it accurate through refunds.

The solution: A fulfillment engine JCP's brands can run themselves

Fynd developed a fulfillment module inside JCP’s logistics settings, empowering brands to control every aspect of their delivery modes: the name, coverage, reach, promises and costs.

Delivery modes became a setting, not a build

Creating a mode now means naming it, describing it, and choosing which part of the catalog it applies to. Brands can pause any mode during a busy period and bring it back exactly as it was. Standard delivery continued running smoothly, so nothing that worked before was disrupted.

Each mode gets its own coverage

Coverage can be set in three ways: 

• by uploading area lists with corresponding stores

• by naming delivery zones

• by drawing catchment areas on a map for tighter fast-delivery radii. 

One mode can cover a wide area while another serves just a few neighborhoods - both available simultaneously to customers. Brands can easily add new stores or areas to any mode.

Delivery dates now reflect the store actually fulfilling the order

Each mode decides how to calculate its delivery date using existing store and courier times, a fixed upfront date, or a dynamic calculation. The dynamic option adjusts based on real-time store conditions like distance, workload and order processing speed. Customers see a date tied to the store packing their order on the day it’s packed. Cut-off times work the same way: modes can disappear for the day once a cut-off passes or stay visible with updated dates.

Charges and store selection follow the mode

Each mode can have its own delivery charge, applied only to eligible products. So if a cart has both eligible and ineligible items, the charge is accurate and stays correct even through refunds. Each mode can also set its own rules for choosing the store fulfilling the order.

The impact: Faster delivery, higher conversion, healthy margins

15–20% higher conversion on hyperlocal delivery

With flexible delivery modes active across 24 stores in major metros, one of JCP’s beauty brands saw a 15–20% boost in conversion on its RUSH and Express hyperlocal delivery options.

82.7% of orders delivered within the 4-hour promise

The dynamic delivery dates tied to real store conditions, hyperlocal orders arrived within the 4-hour window 82.7% of the time, averaging 3 hours and 48 minutes.

A hyperlocal channel that pays for itself

This channel achieved a 23.57% gross margin on booked revenue, with about 20% of orders from new customers matching standard delivery performance. For JCP, this proves the fulfillment module not only adds flexibility but also delivers strong commercial results at scale.

Want to bring flexible, multi-speed delivery to your brand? See what Fynd can do for you.

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