Big FMCG firms...

With direct-to-consumer (D2C) brands, the strategy has been to acquire some of these labels as companies.

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ONE SUCH NEW-age brand that younger consumers are going after is Zoff Foods, which is into spices and competes with Nestle's Maggi masala portfolio. Co-founder Akash Agrawal said that the startup is set to touch ₹200 crore by FY26-end in four years, thanks to the rise of quick commerce.

“It is unimaginable how small and new brands have grown over the last few years due to quick commerce. We began in 2018 as an offline brand.

“We pivoted in 2021 to an online brand following the Covid-19 pandemic. Since then the response has been phenomenal. We now find offline retailers open to stocking our products without a hitch,” he said.