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India’s retail sector is undergoing a seismic shift as some of the country’s most recognized brands make a beeline for quick commerce platforms. Major brands across various sectors have partnered with quick commerce platforms to meet the growing demand for rapid delivery services. Companies like Home Centre, Timex, Crocs, Mia by Tanishq, Gargi by PN Gadgil & Sons, and Apple have joined forces with platforms such as Swiggy Instamart, Zepto and Blinkit, signaling a paradigm shift in consumer expectations and retail strategies.
The Rise of Quick Commerce in India
Quick commerce, characterized by ultra-fast delivery times—often within 10 to 30 minutes—has gained immense popularity in urban centers. This surge is driven by factors such as increased smartphone penetration, a young and tech-savvy population, and a growing preference for convenience. Platforms like Swiggy Instamart, Blinkit, and Zepto have capitalized on this trend, offering consumers the ability to order everything from groceries to electronics with unprecedented speed.
According to a March 2025 Flipkart Bain report, the quick commerce sector reached a gross merchandise value (GMV) of $6–7 billion in 2024, up from $1.6 billion in 2022. This growth trajectory positions quick commerce as a significant player in India's e-retail market, with projections indicating over 40% annual growth until 2030.
Also in 2024, quick commerce accounted for approximately 70–75% of total e-grocery orders, a significant increase from 35% in 2022. This surge reflects a broader trend where quick commerce platforms are not only meeting the demand for rapid delivery but also expanding into diverse product categories, including electronics, apparel, and general merchandise.
Major Brands Join the Quick Commerce Bandwagon
- Home Centre, Mia by Tanishq, Timex and Crocs Expand Reach via Swiggy Instamart
Home Centre, a leading home décor brand, has partnered with Swiggy Instamart to offer 10-minute delivery of lifestyle products. This collaboration marks a significant step for Home Centre into the quick commerce space, allowing customers to access a wide range of home essentials with the convenience of rapid delivery. Speaking about the tie up in May 2025, Amitesh Jha, CEO of Instamart, said, “This partnership is about pushing the boundaries of what quick commerce can offer—bringing not just essentials but also premium lifestyle products to doorsteps in minutes.”
Mia by Tanishq’s partnership with Swiggy Instamart enables customers to purchase a curated selection of jewelry pieces with lightning speed and convenience. Through their partnership with Swiggy Instamart, both Timex, a renowned watchmaker, and Crocs, the popular footwear brand now offer their products with delivery times as short as 10 minutes in major cities like Mumbai, Bengaluru, Delhi, and Gurugram . This move not only enhances customer convenience but also positions these brands to tap into the growing demand for instant gratification.
- Apple and Gargi by PN Gadgil & Sons Team Up with Blinkit
Apple’s partnership with Blinkit ensures rapid delivery of its products and accessories and underscores the growing importance of speed and convenience in the consumer electronics market.
By embracing the quick commerce model, Gargi by PN Gadgil & Sons (a certified sterling silver jewellery and brass jewellery brand) is adapting to changing consumer behaviors and expectations in the high value jewellery sector.
“Accessibility is crucial today for consumers of all ages. The Blinkit model will make us more accessible to our audience, prioritising convenience, speed, style, and value.We are reaching out to customers directly rather than expecting them to come to us. This represents a significant shift in our brand strategy. We believe this approach will help us understand consumer responses, and based on the insights we gain, we will expand into other markets and scale our efforts accordingly”, opines Aditya Modak, co-founder and director of Gargi by P N Gadgil & Sons.
- Why the rush for joining the quick comm bandwagon?
For brands, partnering with quick commerce platforms offers several strategic advantages:
- Enhanced Customer Reach: By listing products on platforms like Swiggy Instamart and Blinkit, brands can reach a broader audience, including those who prefer online shopping with quick delivery times.
- Increased Sales Opportunities: The convenience of rapid delivery can lead to higher conversion rates and increased sales, particularly for impulse-buy items.
- Brand Visibility: Being featured on popular quick commerce platforms can enhance brand visibility and awareness among consumers.
- Adaptation to Consumer Preferences: Collaborating with quick commerce platforms allows brands to align with the evolving preferences of consumers who prioritize speed and convenience.
Transforming the Retail Landscape
The influx of major brands into the quick commerce sector is reshaping India's retail landscape. Traditional retailers are now competing with agile e-commerce platforms that offer faster delivery times. To stay competitive, many retailers are investing in dark stores—dedicated warehouses that cater exclusively to online orders. Companies like Reliance Retail, More, and Spencer's are embracing this model to better serve their digital consumers and close the gap with more agile e-commerce rivals.
However, despite its rapid expansion, quick commerce still contributes a modest share to the overall retail industry. An industry report says major FMCG companies like HUL and Britannia reported that quick commerce accounted for only 2–4% of their total sales in FY25. This indicates that while quick commerce is a fast-growing segment, it remains a relatively small portion of the broader retail market.The sector is also grappling with profitability concerns, managing operational costs and limited market penetration as smaller towns and rural areas present many logistical and infrastructure challenges.
But given its performance,quick commerce has proved to be a dominant force in India's online grocery sector and is increasingly influencing other retail categories as well. Its expansion into new product categories, such as pharmaceuticals and electronics, will further diversify the offerings available to consumers, ensuring momentum in the sector’s stupendous growth.
Peek-A-Boo into the Future
The collaboration between major Indian brands and quick commerce platforms marks a significant shift in the retail sector. By embracing rapid delivery services, these brands are not only meeting the demands of today's consumers but also setting the stage for the future of retail in India. As the industry continues to evolve, the convergence of technology, logistics, and consumer behaviour will redefine the shopping experience, making convenience and speed paramount in the retail landscape.
