India’s quick commerce revolution is reshaping the retail battlefield, giving small and mid-sized brands unprecedented visibility and reach in a landscape once dominated by FMCG giants. From local soda brand Bindu Fizz to niche gourmet condiment makers, the race for consumer attention has moved from kirana shelves to app screens — and the competition is fiercer than ever.
With the quick commerce sector growing from a gross merchandise value of $1.6 billion in 2022 to $7 billion in 2024, according to a Flipkart-Bain & Company report, platforms like Blinkit, Zepto, Swiggy Instamart, and BB Now have become strategic launchpads for emerging brands looking to scale fast.
“Quick commerce helps scale faster, it’s a great branding opportunity and enables easy availability,” said Sathya Shankar, MD of SG Corporates, which owns Bindu Fizz Jeera Masala. Despite high platform commissions and steep listing fees, smaller brands are leveraging the model to reach urban, digitally savvy consumers without traditional retail overheads.
For brands like Chef’s Art and Sunbay from Food Service India, the quick commerce channel offers a direct route into mid-to-premium urban households. “We’re now able to reach doorsteps in metros and tier-1 cities without heavy marketing budgets,” said managing director Ajay Mariwala.
But with the opportunity comes intense competition. “The battle for shelf space has now become a battle for screen space,” said the founder of a Delhi-based tea brand, pointing to aggressive tactics by bigger players, including co-branded promotions that dominate first-screen visibility. Many platforms demand participation in high-traffic marketing events, such as Diwali sales or cricket finals, for better algorithmic placement.
Still, the promise of rapid discovery is drawing a flood of brands. On average, 200–250 new brands list on these platforms monthly, with many using it for short-term visibility campaigns. “What used to take three years is now achievable in a few quarters,” said Sandeep Goyal, MD at Rediffusion.
However, quick commerce doesn’t come cheap. Platform margins range from 10–20% for large FMCG brands, but mid-sized players often pay 30–45%, squeezing profits. “Margins are tight, but the reach is unmatched,” said Indraneel Chitale, managing partner at Chitale Bandhu Mithaiwale. For these players, the benefits outweigh the costs — access to new markets, trial launches, and real-time consumer insights are seen as long-term investments.
The catch? Quick commerce still contributes only around 10% of total annual sales for most brands. Physical retail, especially neighbourhood stores, remains the primary revenue driver. As one executive put it: “Quick commerce gives discoverability; physical retail gives profits. The trick is to balance both.”
For now, the screen has become the new battleground — and small brands are not just playing, they’re fighting to win.