Brand Journal
Blinkit, Zepto, and Swiggy Instamart Just Handed FMCG Brands a New Problem: Be Available in 10 Minutes or Be Invisible.
Quick commerce grew from urban experiment to national infrastructure between 2022 and 2024. For Indian FMCG brands, the distribution shift is as significant as the move from traditional to modern trade 20 years ago. The brands that got there first are already pulling away.