India's food delivery and quick commerce sector faces intense competition and rising investor scrutiny, shifting focus from scale to sustainable unit economics and profitability by 2028. While capital is abundant, giants like Amazon and Reliance pose challenges. Manish Sonthalia of Emkay Investment Managers highlights the large addressable market, growth in per capita income, and irreversible habit formation as key drivers for the sector's future, predicting increased average order values.