Quick commerce: The new frontier for brand innovation

Subscribe to enjoy similar stories.Quick commerce is evolving beyond a distribution channel into a testing ground for product innovation, enabling brands—from new-age to legacy players, across categories from milk to makeup—to launch, refine and scale offerings.The appeal lies in the cost advantage over traditional rollouts, particularly for smaller brands that can test in small batches, track repeat purchases and tweak products in real time.“Rather than spending ₹10 crore on a big-bang launch, brands can test with ₹20-30 lakh and see what works,” said Sashi Kumar of organic dairy enterprise Akshayakalpa Organic.The Bengaluru-based firm launched its high-protein milk exclusively on Swiggy to validate demand. “The expectation was not volumes, but whether consumers come back and buy again,” Kumar said, adding that the channel removes hurdles like listing fees and in-store promotions, while offering sharper targeting and faster feedback.Strong repeat rates helped Akshayakalpa, whose quick-commerce business is growing about 40% year-on-year, to scale the product offline.Beyond staples, the model is also gaining traction in seasonal and impulse-driven categories.

Incense maker Cycle used the platform to launch festival-themed products, such as eco-friendly Ganesha idols and Pongal-themed incenses, timed to peak demand.Arjun Ranga, the managing director of Ranga Rao and Sons Pvt. Ltd, the parent company of the brand, said such launches would be difficult in general trade due to slower distribution cycles.

Moreover, “a lot of product discovery is now happening on quick commerce,” he said.In beauty, Shankar Prasad, founder of Plum, said brands are beginning to tailor offerings for the channel. “Right now, it’s at the level of