Quick commerce doubles to 6% of FMCG sales; Dabur, Britannia lead at 9%
Kotak data shows q-comm now drives 75% of Dabur's and 70% of Britannia's online sales, with premium and impulse categories disproportionately benefiting. Nestle clocks 60% online via q-comm; Emami trails at 2% of total. The channel has doubled FY25 contribution in a single year.
Quick commerce now contributes 6% of FMCG sales, double FY25 levels, per Kotak. Dabur and Britannia lead at 9% of total sales; q-comm drives 75% of Dabur's and 70% of Britannia's online sales, favoring premium and impulse categories.
Why this matters
Q-commerce has shifted from a niche urban channel to a core FMCG distribution layer in one year, disproportionately favoring premium and impulse SKUs where Dabur and Britannia are concentrated.
Omni-channel signals steady at 95 in 90d, with q-comm emerging as the dominant sub-narrative.