Indian regional food and beverage brands are turning to quick commerce platforms to grow their reach beyond traditional markets. By using faster delivery cycles, pin code-level curation and rising demand for ethnic snacks such as murukku, khapli atta, bakarwadi and jeera sodas, these companies are gaining visibility in cities that were once difficult to access through conventional retail channels, ToI reported.
Several of these brands had first found traction beyond their home states via direct-to-consumer (D2C) models. But now, quick commerce is emerging as the next stage of distribution, enabling sales through bundled packs, smaller units and regular listings on platforms such as Zepto, Blinkit, Instamart and BigBasket.
At Sweet Karam Coffee, quick commerce now makes up 40% of the company’s business. “We've scaled 4.5 times in revenue through quick commerce in a year and a half. About 50% of our sales now come from outside South India, up from 10-20% earlier,” said CEO Nalini Parthiban.
Two Brothers Organic Farms has seen quick commerce rise from just 5% to 30% of its domestic sales in the past year.
Chitale Bandhu Mithaiwale is using the format as an entry route into new cities and now sees nearly 30% of revenue coming from outside Maharashtra. “Quick commerce is not about storytelling. It's about access, trial and repeatability,” said managing partner Indraneel Chitale. In Ahmedabad, its quick commerce volumes now match general trade sales after one and a half years of offline expansion. The brand focuses on bundled stock keeping units (SKUs) priced around Rs 50, such as banana wafers, bakarwadi and namkeen mixtures.
Platforms themselves are also pushing the regional snack category. BigBasket said regional SKUs like Nylon Sev, Misal, and Ujjain Sev have grown over 50% in the last three to six months. “Murukku now contributes 5% to our namkeen category. About 80% of such purchases happen through 10-minute delivery and are impulse-led,” said Seshu Kumar Tirumala, chief buying and merchandising officer.
Newer players such as House of Bindu are using quick commerce primarily as a reach tool. “This marks a shift from D2C-led discovery to quick-commerce-led access,” said Ravi Kapoor, partner at PwC India. “Food is hard to scale nationally due to hyperlocal tastes, but pin-code level curation is helping regional brands reach farther, faster.”
Despite challenges such as warehouse limitations and shelf-life concerns, quick commerce is increasingly becoming a key strategy for high-repeat products, festive season demand and entry into new markets. The trend is shifting from being about product discovery to building steady, wide-scale access.
(with ToI inputs)
Several of these brands had first found traction beyond their home states via direct-to-consumer (D2C) models. But now, quick commerce is emerging as the next stage of distribution, enabling sales through bundled packs, smaller units and regular listings on platforms such as Zepto, Blinkit, Instamart and BigBasket.
At Sweet Karam Coffee, quick commerce now makes up 40% of the company’s business. “We've scaled 4.5 times in revenue through quick commerce in a year and a half. About 50% of our sales now come from outside South India, up from 10-20% earlier,” said CEO Nalini Parthiban.
Two Brothers Organic Farms has seen quick commerce rise from just 5% to 30% of its domestic sales in the past year.
Chitale Bandhu Mithaiwale is using the format as an entry route into new cities and now sees nearly 30% of revenue coming from outside Maharashtra. “Quick commerce is not about storytelling. It's about access, trial and repeatability,” said managing partner Indraneel Chitale. In Ahmedabad, its quick commerce volumes now match general trade sales after one and a half years of offline expansion. The brand focuses on bundled stock keeping units (SKUs) priced around Rs 50, such as banana wafers, bakarwadi and namkeen mixtures.
Platforms themselves are also pushing the regional snack category. BigBasket said regional SKUs like Nylon Sev, Misal, and Ujjain Sev have grown over 50% in the last three to six months. “Murukku now contributes 5% to our namkeen category. About 80% of such purchases happen through 10-minute delivery and are impulse-led,” said Seshu Kumar Tirumala, chief buying and merchandising officer.
Newer players such as House of Bindu are using quick commerce primarily as a reach tool. “This marks a shift from D2C-led discovery to quick-commerce-led access,” said Ravi Kapoor, partner at PwC India. “Food is hard to scale nationally due to hyperlocal tastes, but pin-code level curation is helping regional brands reach farther, faster.”
Despite challenges such as warehouse limitations and shelf-life concerns, quick commerce is increasingly becoming a key strategy for high-repeat products, festive season demand and entry into new markets. The trend is shifting from being about product discovery to building steady, wide-scale access.
(with ToI inputs)
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