Quick-commerce in India is moving beyond the promise of groceries delivered within minutes. As Blinkit, Zepto and Swiggy Instamart compete for consumer attention, platforms are expanding product assortments, introducing new shopping features and finding more occasions to become part of everyday life. Amazon Now and Flipkart Minutes are adding to this competitive landscape, with investments in fulfilment infrastructure and wider product selection further broadening the channel’s reach.
At Zepto, these insights are central to building and expanding packaged food categories. Rakesh Hande, Senior Category Manager, Zepto, believes the sector is still evolving, having witnessed significant growth over the past 3-4 years. From identifying products that resonate with consumers to balancing quality, pricing and regional preferences, he explains how quick-commerce is shaping category development and creating new opportunities for food brands.
“Zepto operates across multiple cities and stores, so customer feedback and experience play a very important role in understanding the category. For packaged food products, the key is to onboard the right products with the right quality and pricing. Consumer feedback is critical in identifying what works. This is also relevant for categories such as spices and seasonings, which have traditionally been relatively small but have gained significant traction with the growth of quick-commerce,” he says.
The shift in quick-commerce is also creating new opportunities for FMCG brands, but it also requires them to rethink how they approach consumers across quick-commerce, modern trade, e-commerce and traditional retail. Hande explains convenience is a key factor driving the growth of quick-commerce, which has expanded significantly over the past three years.
“If a customer needs something immediately, they can order it and receive it within minutes,” Hande adds, highlighting how the channel has changed the way consumers shop for groceries.
From Planned to Impulse
Unlike traditional grocery shopping, where consumers typically buy products as part of planned pantry stocking, quick-commerce encourages purchases driven by immediate needs. Hande notes brands must understand how to acquire customers, develop consumer preferences and present their products through the right combination of quality and variety.
Innovation Starts with Consumers
As FMCG brands introduce new products, flavours, formats and formulations, understanding consumer preferences remains essential to commercial success. Innovation, Hande asserts, must begin with identifying what customers want rather than simply adding new products to the market.
“The key question is which brands and products customers prefer,” he says, emphasising the importance of understanding consumer requirements before developing new offerings.
The Next Growth Frontier
Regional preferences also play a significant role in shaping product development, particularly in a diverse market such as India. Taste preferences can differ across the northern, southern, eastern and western regions, making it important for brands to account for local requirements when building their portfolios.
Quick-commerce is expected to play a significantly larger role in packaged food retail over the next three years, as competition intensifies and consumer shopping habits continue to evolve. With multiple players, including Blinkit, Instamart, Zepto, Amazon Now, Flipkart Minutes, and BigBasket, operating in the space, the channel is poised to become increasingly important for brands looking to reach consumers.
Hande expects quick-commerce to increase its share of the market from an estimated 8–9% currently to around 25–30% over the next three years. “Understanding customers and responding to their needs will be the most important priority for brands going forward,” he remarks, highlighting consumer understanding as a key factor in driving customer acquisition and retention.
As the channel expands, brands will need to develop a stronger understanding of consumer segments and buying patterns to remain competitive. This includes identifying customer preferences, improving how they serve shoppers and ensuring products meet expectations around taste and overall satisfaction.
