Quick commerce overtakes e-commerce as FMCG's largest online channel, hitting 75% at Dabur
Q-comm now drives 60-75% of online FMCG sales for Dabur, Britannia, Tata Consumer, ITC and Parle, growing 70-100% YoY. Britannia targets 85% in FY26 as Blinkit, Zepto and Instamart cannibalise e-commerce, modern trade and kirana while unlocking premium assortments beyond top metros.
Quick commerce now drives 60-75% of online FMCG sales for India's top players including Dabur, Britannia, ITC and Tata Consumer, cannibalising e-commerce, modern trade and kirana, while enabling premium assortment expansion beyond top metros.