India, Nov. 28 -- "Those who tell the stories rule society," Greek philosopher Plato said centuries ago. The line still holds true in the 21st century, especially for corporations that can shape and control narratives.

Yesterdqay, Swiggy pushed back against a report claiming that Instamart was losing market share to Zepto, after the publication cited an internal HSBC memo.

The HSBC note suggested shifts in the quick commerce leaderboard, but Swiggy said Redseer had confirmed it shared no data with either HSBC or the publication, calling the reported numbers "baseless" and "misleading."

This is not the first time it has happened, and neither will it be the last time. In the past couple of years, Zepto and Swiggy have claimed the second ...