Legacy FMCG brands dominate q-comm baskets

QUICK COMMERCE MAY be adding delivery speed, but it isn’t changing who controls the household basket.New platform data show that traditional FMCG players— not digital-first brands—continue to command the bulk of consumer spending on daily-use staples across apps such as Blinkit, despite an explo- sion of choice.

- ANEES HUSSAIN

Blinkit lists 2,777 brands on its platform, yet just 491 of them generate 80% of sales, according to data from Datum Intelligence.

Within this high-performing group, legacy FMCG companies account for 65% of sales, leaving only 35% for direct-to-consumer entrants. The numbers underline how entrenched mass-market brands retain their advantage even in the country’s most dynamic retail channel.