Welcome to Top of the Morning by Mint, your weekday newscast that brings you five major stories from the world of business. It's Thursday, September 12, 2024. My name is Nelson John. Let's get started.

Bigbasket's quick commerce game is going strong — not just in big cities, but also in smaller towns. Customers from these cities are spending upwards of 500 rupees per order, Bigbasket CEO Hari Menon told Priyamvada C in an interview. This success points to a wider trend where quick commerce is catching on fast, thanks to the ease of ordering through platforms like Zomato and Swiggy. As Bigbasket pushes its quick commerce branch, BB Now, it’s also bulking up its offerings. It is adding up to 25,000 different products and setting up more dark stores, Menon said.

Influencers who partner with multiple brands will now need to pick just one. Companies want influencers to exclusively promote their products on long-term contracts. Pratishtha Bagai reports that such deals have a wide-ranging impact on the influencer marketing industry that's currently worth 1,900 crore rupees. Pratishtha spoke to companies and influencers, who might soon be at loggerheads due to such conditions.

The Competition Commission of India is gearing up to potentially hit Amazon with a hefty fine, reports Gireesh Chandra Prasad. This development occurs following an investigation that confirmed the e-commerce giant's anti-competitive behaviour. Amazon is at fault under the new competition laws that could see it facing penalties up to 10% of its global turnover. The case stems from a complaint by a Delhi-based trade association in January 2020, which led to a detailed probe into Amazon’s business practices. The report said that Amazon indulged in preferential treatment and exclusive product strategies of certain sellers.

The market for wearable tech products like smartwatches, earphones, and rings has exploded in India over the past few years. They might not serve much utility outside of tracking your sleep, but they've become a fashion accessory, almost. Four Indian startups — Boat, Noise, Boult, and Fire Bolt are powering this industry. The scale of opportunity in India is so large that these companies turned into global leaders in the wearables category just a couple of years after starting operations. However, the demand has finally tapered off. Sumant Banerji explains the perils of these companies, who are now left holding massive inventory and muted demand in both India and around the world.

Last week, during National Nutrition Week, McDonald’s introduced a multi-millet burger bun in its South and Western India outlets. It was an attempt to offer a healthier alternative to the regular refined flour bun. This new bun comprises around 22% millets like Jowar, Bajra, and Ragi. However, the move has sparked controversy among nutritionists who argue that partnering a government-funded research institute with a fast-food giant like McDonald's could undermine public health objectives. They point out that despite the inclusion of millets, the buns are still processed foods with additives and preservatives. Mint’s Sayantan Bera explains the controversy around McD’s millet bun in today’s primer.