Quick Commerce has become the biggest source of online sales for India’s top fast-moving consumer goods (FMCG) companies. Companies like Dabur India and Britannia Industries are now getting up to 75 percent of their digital sales from platforms that provide delivery in 10 minutes. Industry officials said that quick commerce is changing the shopping habits of customers and is rapidly attracting sales from all other channels like e-commerce platforms, modern trade and kirana stores. At the same time, big online marketplaces and retailers are also expanding in this sector.
Latest data from companies like ITC Limited, AWL Agri Business, Tata Consumer Products and Parle Products shows that quick commerce accounted for 60-75 percent of their total online sales in FY26. This figure is much higher than a year ago, when it was less than half. For Britannia and Tata Consumer Products, Quick Commerce now contributes more than 70 per cent of online sales. At the same time, for Dabur, this share increased from 50 percent in the December quarter to 75 percent in the fourth quarter ending in March.
Officials said that this change is happening rapidly due to the increasing variety of products and the increasing demand for immediate reordering of goods. Mayank Shah, Vice-President of Parle Products, a well-known biscuit manufacturing company, said in an ET report that Quick Commerce is making its place very fast. Many e-commerce companies like BigBasket, Amazon and Flipkart, as well as retail chains like Reliance Retail are also entering this sector.
He further said that considering the convenience of customers and the demand for instant reordering of goods, quick commerce has emerged as a big growth opportunity for these companies. In the last financial year, Quick Commerce’s share in the online sales of Parle Products and AWL Agri Business was 65 percent. At the same time, in FY 25 this figure was 50 percent and 45 percent respectively. ITC achieved 58 percent of its online sales in the financial year 2026 through this medium.
frequent purchases
Now grocery shopping has become largely based on ordering small items repeatedly throughout the week. Devangshu Dutta, founder and CEO of consumer sector consultancy Third Eyesight, said in an ET report that Quick Commerce has further facilitated the grocery shopping habit that was already in place – that is, repeat shopping. Now these companies are also focusing on increasing their profits by expanding into the sector of high-profitable and impulse-driven categories. Although this channel is already important for FMCG companies in the top 8-10 cities, it is expanding rapidly in smaller cities as well, with operators like Blinkit, Zepto and Swiggy Instamart expanding their reach.
emphasis on premium
Executives said that this channel has also given companies an opportunity to promote premium products. Britannia Industries Chief Commercial Officer Vipin Kataria told analysts earlier this month that while our focus on marketplaces and traditional e-commerce platforms was on everyday essentials (staples). At the same time, the shift towards Q-commerce is helping us in making our product range premium and selling more luxury category products.
He said that due to this change, the sales of the ‘adjacency category’ (similar category) of this company manufacturing biscuits and dairy products have increased three times. Kataria expects that the contribution of Quick Commerce in the company’s total online sales will increase from the current 70 percent to 85 percent. Most FMCG companies recorded 70-100 per cent year-on-year growth in quick commerce sales in FY2026, making it the fastest growing channel for the industry in the last two-three years. Executives expect this trend to continue.
Dabur India’s Global Chief Executive Officer Mohit Malhotra said in the ET report that currently beverages, foods, personal care and home care categories are performing best in this channel. Marico MD Saugata Gupta said Quick Commerce is likely to remain dominant, especially in the foods category, while niche e-commerce players like Myntra and Nykaa will remain strong in the personal care category. Gupta said that this company, which makes brands like Parachute, Saffola and Livon, is strengthening its quick commerce supply chain through digitalization, automation and AI based forecasting.
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