Quick-commerce is becoming a disruptive force in India’s retail and digital commerce sectors. This shift was at the core of a recent industry session unveiling the initial findings from a landmark primary study conducted by MMA Global India in partnership with Publicis Commerce.
The session, led by Moneka Khurana, Country Head and Board Member at MMA India, gave participants a first look at what promises to be a game-changing industry report about the Quick Commerce Playbook India 2025.
“Quick commerce isn’t just changing consumer expectations—it’s reshaping e-commerce,” said Khurana as she outlined the evolving dynamics of the Indian market. The session highlighted how q-comm, once dominated by groceries and personal care, is now rapidly expanding into high-involvement categories such as fashion, home décor, and even electronics. This evolution reflects a broader shift in consumer behaviour, where instant gratification is now expected across product segments.
Supporting this narrative, Anubhav Yadav, AVP and Head – Consumer at Performics India, appeared via a pre-recorded video to share his thoughts on the ongoing transformation. “As 10-minute delivery becomes the new normal, consumers don’t just want groceries fast—they want everything in 10 minutes,” Yadav noted, emphasising how brands are being compelled to reimagine their supply chains and engagement strategies.
The study, which involved 150 organisations across MMA India’s network and Publicis Commerce clients, revealed a mixed picture of adoption and challenges. A striking 46% of surveyed brands have yet to tap into q-commerce, indicating that the space is still nascent for many. Although adoption is higher in packaged food and beauty, penetration remains low in categories like fashion, home, and kitchen.
For most brands, q-comm is still a minor sales contributor. “For 62% of brands, quick commerce is contributing less than 10% to overall sales,” Khurana revealed. Despite this, the platform is increasingly seen as a valuable test-and-learn environment.
“It’s a great platform for rapid experimentation. Brands are using it to test new SKUs, new product ideas, and understand what really drives offtake in a high-speed environment,” she added.
However, questions around profitability continue to loom large. Khurana stated that nearly 46% of brands consider q-comm less profitable than other e-commerce channels, and 52% believe that the model could further reduce profitability in the coming years. “It may do numbers, but profitability remains elusive for most. That’s the big question in the room—is it really working as a distribution strategy for brands?” she remarked.
The study also documented noticeable shifts in channel preference. Around 40% of brands have moved from marketplaces to q-comm platforms, while 32% shifted from offline channels. Some of these moves are driven by the need to stay competitive, rather than to seek profit or innovation. “Brands are investing in quick-commerce in many cases just to maintain market share,” she noted.
Operational and structural challenges are also evident. Inventory planning remains difficult given the short delivery cycles and erratic demand patterns. Meanwhile, automation—key to optimising media spend—is used by fewer than 15% of brands, and only one in four brands is utilising retail media networks effectively.
“Automation is still not utilised by most brands to improve the efficiency of media spends, and that’s a missed opportunity. We’ve all figured out the marketplace playbook, but quick-commerce is a whole new ballgame,” Khurana said.
On a more strategic front, Khurana highlighted how more mature brands are beginning to engage in joint business planning with q-comm platforms like Zepto and Blinkit to align business goals and co-create value. These partnerships reflect a shift from experimentation to structured collaboration.
The upcoming Quick Commerce Playbook India 2025 will offer an in-depth look at these trends and provide guidance for brands at various stages of their q-commerce journey. “This report is set to deliver the insights and strategies that can help brands not just catch up—but lead,” Khurana affirmed.
