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livemint.com / 2 months ago
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livemint.com / 2 months ago
Mint Explainer | Is quick commerce forcing legacy FMCG players to rethink growth?
Subscribe to enjoy similar stories. Legacy FMCG players, long dependent on general trade, are increasingly turning to quick commerce for growth. Quick commerce is still considered a niche and a pathway to growth and fame for premium, digital-first brands.
However, it is now becoming central to legacy firms’ ambitions for growth. What has changed? Mint explains. For the 92-year-old Hindustan Unilever Ltd, the niche platform is already showing signs of growth potential.
Quick commerce accounts for about 3% of the company’s more than ₹60,000 crore, implying annual quick commerce sales of more than ₹1,800 crore. The company has created a separate, focused team for quick commerce because the channel demands a distinct set of capabilities. This is the case with other legacy FMCG companies as well.
Parachute oil maker Marico said quick commerce is one of the primary drivers of growth for its India business. Emami’s share of organised and new-age channels in its domestic mix has risen from 11% in FY20 to 29% in FY25. Quick commerce now contributes about 20% of its total e-commerce business as of the December quarter of FY26.
Tata Consumer Products Ltd has also seen a sharp rise in the quick commerce business. Quick commerce is still a small part of India’s overall grocery market, but it is expanding very fast. According to a January 2026 report by consulting firm Redseer titled “The AOV Trap", the sector is expected to grow at 37–39% annually between 2025 and 2030, from about ₹1 trillion in 2025 to ₹5.8 trillion by the end of the decade. It already accounts for 47% of all online grocery sales, and that share could rise to 67% by 2030.
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21.05 / 10:17
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21.05 / 09:47
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UPS
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