New Delhi, Oct. 14 -- Avenue Supermarts Ltd, which runs the DMart retail chain, exited its DMart Ready order-and-pick-up operations in five cities in the July-September quarter, signaling continuing pressure from quick commerce companies and a pivot towards metro markets with stronger digital demand for groceries.

The company discontinued e-commerce pick-up and delivery services in Amritsar, Belagavi, Bhilai, Chandigarh, and Ghaziabad, it said in its earnings release this month.

The Ready sub-brand allows customers to order online and collect groceries from a pick-up point or delivers to home in six hours.

DMart has been trying to get its e-commerce model right for some years now. Earlier this year, CEO Neville Noronha said on an analy...