FMCG makers wheel out quick commerce specials

Your favourite packaged goods might soon look different depending on whether you are buying from a kirana store or online. Some differences, indeed, have already begun to appear.

- Suneera Tandon

Large fast-moving consumer goods (FMCG) companies like Marico, Zydus Wellness, and Godrej Consumer Products, even ice-cream makers like Baskin Robbins, are creating special versions of their products for buyers on quick-commerce platforms—from new variants to more premium offerings. Some are even testing new products there based on preferences of the urban online shopper.

For instance, Marico, which sells edible oils, hair oils and oats, will take more gourmet variants of its oats to quick commerce, even as its honcho said it is looking to customise offerings for online platforms "across all brands".

Godrej Consumer Products Ltd is experimenting with launching products together on online and offline channels, with online showing better traction.

Then, Zydus Wellness, which makes butter, sugar-free and health drinks, sells its plant-based Nutralite butter exclusively on quick commerce platforms, and more offerings are on the way. And Baskin Robbins has floated ice-cream flavours and combinations that are not available offline.

The move by these companies comes in the backdrop of the surging popularity of quick commerce, even though the channel currently brings in just 2-7% of overall sales for larger companies.

Overall, per data shared by Nielsen IQ, the value share of e-commerce stood at 13% in the top eight metros for the 12-month period ended 31 March. This growth was on account of increasing online shopper penetration, more purchase occasions and increasing basket sizes, NIQ said.

"There will be a wider portfolio due to the growth in quick commerce," said Anand Ramanathan, partner and leader, consumer products and retail sector at Deloitte in South Asia, while pointing out that FMCG has traditionally operated with fewer assortments and a narrow portfolio.