Nestle launched a 55g Maggi pack. HUL introduced smaller Surf Excel pouches. Britannia shrunk Marie Gold to a “grab” SKU. None of these existed three years ago.
Quick commerce platforms Blinkit, Zepto, Swiggy Instamart, operate on a logic that flips traditional retail: no browsing, no impulse upsell, instant delivery. The consumer already knows what they want. What they don’t want is a 1kg pack when they need 200g tonight.
Brands that cracked this early are seeing disproportionate quick-commerce revenue. Those that didn’t are getting outflanked by private labels, Zepto’s in-house products are already capturing shelf real estate that national brands used to own by default.
The strategic question now: does a quick-commerce-optimised SKU cannabilise your regular retail sales, or grow the category? Most FMCG heads don’t have a clean answer yet.
