As households turn to impulse buying during the festive period, numerous direct-to-consumer brands are leveraging quick commerce platforms to test new products, expand assortments, and accelerate growth, transforming fast delivery into a hub for innovation and market entry.
As the festive season draws near, a growing number of direct-to-consumer brands are treating quick commerce as more than a delivery channel. Food, beverage, fashion, lifestyle and consumer electronics companies are using the fast-delivery apps to introduce new products, widen assortments and gauge demand during a period when households are more inclined to buy on impulse, according to Rediff and reporting by Mint, The Economic Times and Moneycontrol.
For many of these businesses, the attraction is the chance to test products in real time without the cost and risk of a full-scale launch. Mint reported that quick commerce is increasingly being used as a proving ground for innovation, while The Economic Times said hundreds of emerging D2C brands are lining up to secure listings and advertising visibility ahead of the seasonal sales rush. Industry executives told Moneycontrol that for some brands, prominence in a 10-minute delivery basket now matters as much as shelf space in traditional retail.
Several companies are already moving quickly. Leads Brand Connect expects to generate Rs 100 crore to Rs 150 crore in sales from quick commerce this year, Rediff reported, as it prepares to roll out new products for its ready-to-cook Amazonika Mundi label across the August-to-October period. Zappfresh, which recently entered the channel, is launching ready-to-cook chicken marinades on Blinkit in Delhi-NCR and expects quick commerce to contribute 25% to 30% to its current D2C sales run-rate over the next six to nine months. Beverage maker Borécha is also using the channel to debut Bun-Taa! Orange Pop, a zero-sugar probiotic soda, first on Swiggy Instamart before expanding to other platforms, Rediff said.
The trend is not limited to food. Kids’ food brand Gladful has launched festive gifting boxes on Zepto and Blinkit, while women’s fashion startup Pinq Polka is widening its quick commerce range with products aimed at immediate wardrobe fixes, such as fashion tape and breast tape. Consumer electronics startup SnapUp is targeting about Rs 5 crore in sales on quick commerce platforms in the remaining months of the year, and kitchen brand Cumin Co. is extending into storage containers and knives. Taken together, the moves suggest that quick commerce is becoming a launchpad for discovery, seasonal demand and, for many young brands, a way to build scale faster than through conventional retail alone.
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