Bridging the last mile of delivery

IN A CATEGORY dominated by utility-first products, Nasher Miles saw an opportunity in colour, design, and self-expression.

- GEETIKA SRIVASTAVA

What it did not expect, however, was that a channel built for groceries and everyday essentials would become its fastest-growing revenue engine.

“Quick commerce happens to be our fastest-growing channel,” says Abhishek Daga, founder & chairman,

Nasher Miles. “The new generation has surprised us with the way they think and do things.”

From a ₹2 crore turnover in 2017, Nasher Miles is now nearing ₹150 crore, with quick commerce contributing around 9-10% of its overall sales. The pace of growth on the channel is accelerating. “More than 100% year on year,” Daga says. While the base is small, the growth curve is steep enough for the company to double down on the medium in the immediate term.

Quick commerce also aligns with the brand’s typical user: aspirational, tech-savvy, and decisive. “Our typical customer is young, between 20 and 40, residing in tier 1 or tier 2 cities,” Daga says. They are the decision-makers for family travel purchases, comfortable with online discovery and big-ticket instant buys.