The next wave of artificial intelligence may give digital assistants the ability to book flights, order groceries, and compare prices on behalf of consumers, but Bank of America projects that Indian users will not abandon their familiar lineup of specialized apps anytime soon. In a new report, the bank examined whether so-called agentic AI–software that acts autonomously to complete tasks–could replace the separate, dedicated applications that millions of Indians rely on for food delivery, travel, shopping, and payments.
The bank concluded that while the country has the ingredients for broader AI uptake, including a large online population, cheap mobile data, and growing use of large language models, consumer habits pose a significant obstacle. The report noted that several companies have launched agentic AI services, but it called it “bit early to say if agentic AI will pick-up in a meaningful manner in India.” That caution stems from a fundamental feature of the Indian digital marketplace: users have consistently chosen vertical, single-purpose apps over horizontal platforms that bundle multiple services.
Bank of America pointed out that “super-apps never picked up in India, as users preferred specialized verticals versus horizontal apps.” The bank added, “Consumer behavior doesn’t change fast.” This pattern raises questions, the report said, about whether a single AI assistant can convincingly replace apps like Swiggy, Zomato, and MakeMyTrip, even as technology companies race to build more powerful AI-driven tools.
A History of Specialized Apps
Swiggy stands as a prime example of the vertical approach that dominates Indian e-commerce. The company began in 2013 as a courier service website called Bundl, founded by Sriharsha Majety and Nandan Reddy. That business was halted the following year, and the founders rebranded to enter the food delivery market.
Swiggy launched in August 2014, operating only in Bengaluru at first. Within a year, it had expanded to eight Tier 1 cities, a period when many other food delivery startups were struggling or closing.
The company later introduced cloud kitchens and a package delivery service, and in 2020 it launched an instant grocery delivery service called Instamart, shifting its focus to quick-commerce after closing an earlier general delivery venture. Today, Swiggy is an online food ordering and delivery company headquartered in Bengaluru. As of 2025, it runs food delivery in hundreds of Indian cities and quick-commerce under the Instamart brand in a growing number of cities.
Its main food delivery rival is Zomato, while in the quick-commerce market Instamart trails behind competitors such as Blinkit and Zepto by market share. Over the years, Swiggy has made acquisitions, including the dining platform Dineout, and has sold off parts of its business, such as its Access kitchen network.
This history matters because it illustrates the enduring preference for specialized applications—a preference that the Bank of America report says could slow the adoption of a unified AI assistant.
Why Super-Apps Never Took Hold
The bank’s analysis suggests that the hurdle is not primarily technological but behavioral. India has never embraced the super-app model that became popular in other markets. Consumers continue to use separate apps for food delivery, travel bookings, shopping, and payments, rather than relying on one platform for every service. The report also characterized India as a relatively low-trust market, noting that buyers often verify information before making purchases online.
This caution reinforces the tendency to stick with familiar, purpose-built apps that have established reputations in their niches. The report said India does have the underlying conditions for wider AI adoption, including a large online population, low-cost mobile data, and growing use of large language models.
However, it concluded that “despite multiple companies launching agentic AI, we believe it is bit early to say if agentic AI will pick-up in a meaningful manner in India.” The bank’s assessment pointed to consumer behavior—not technology—as the bigger obstacle. For readers, that means the familiar landscape of specialized services like Swiggy and Zomato is unlikely to disappear quickly, regardless of advances in artificial intelligence.
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