The New R&D Lab

Quick commerce players are offering a fast, low-risk sandbox for consumer brands to test new concepts

- By CHIRAG SHAH

INDIA'S CONSUMER landscape is undergoing a structural transformation—not just in what consumers buy, but in how new products are conceived, tested, and scaled. Ecommerce, once viewed primarily as a distribution channel, is now quietly becoming a strategic engine for innovation. Increasingly, traditional FMCG giants are leveraging digital platforms to de-risk product launches, accelerate feedback loops, and refine offerings before committing to scale.

Historically, new product development in large consumer companies followed a slow, capital-intensive path. A typical launch might involve 12 to 24 months of R&D (research and development), packaging design, market research, internal approvals, and nationwide distribution through trade networks. The process was optimised for efficiency and reach—but not for speed or iteration. In a market where consumer preferences are shifting rapidly, this model is losing relevance.