FMCG cos tailor price points for quick commerce to protect Kirana stores
quick commerce app. So will some other regular packs of consumer goods firms, which are reworking their channel strategies to protect neighbourhood stores, while also aligning them with changing shopping habits.
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The likes of Hindustan Unilever, ITC, Parle Products and Adani Wilmar have begun launching packs at different price points specifically for quick commerce — a trend that industry executives said will only gain traction. General trade accuses these platforms of eating into its business with predatory pricing and other unfair practices.
Parle has launched separate packs of popular brands like Parle-G, Hide & Seek, Krack Jack and Monaco for quick commerce, priced ₹50-100. The small biscuit packs, priced up to ₹30, will be available only at kiranas. Large retail chains such as Reliance and DMart, more popular for monthly shopping, will sell packs priced ₹120-150.
«Quick commerce has been mostly bundling small packs meant for kiranas, which was creating conflict with general trade,» said Mayank Shah, vice-president at Parle.
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