The company said quick commerce drove 50-100% sales growth for FMCG businesses in FY25, supported by rising incomes, a wider product portfolio and growing consumer preference for convenience.
Quick commerce now accounts for 70-75% of total e-grocery orders in India, up sharply from 35% in previous years, as the rapid adoption of instant-delivery platforms changes how FMCG companies approach distribution, product availability and consumer access.
Bajaj Consumer Care, in its annual report, described India as the world’s first truly scaled quick-commerce market, with the channel recording a CAGR of 70-80% across 80 cities. The company said quick commerce drove 50-100% sales growth for FMCG businesses in FY25, supported by rising incomes, a wider product portfolio and growing consumer preference for convenience.
Against this backdrop, Bajaj Consumer Care Chairman Kushagra Nayan Bajaj has identified the rapid rise of quick commerce and digital adoption as structural changes in consumer behaviour that are reshaping the company’s operating environment.
“At the same time, structural shifts in consumer behaviour, primarily driven by digital adoption and the rapid rise of quick commerce continued to redefine the operating landscape. Far from a said in his message to shareholders
For Bajaj Consumer Care, quick commerce has emerged as a key growth driver alongside e-commerce. The company has expanded its presence across Blinkit, Swiggy Instamart and Zepto to improve product availability and capture demand across digital-first formats. Its broader e-commerce operations are supported by marketplace execution, analytics-led decision-making and visibility across platforms including Amazon and Flipkart.
The changing channel mix is also prompting the company to recalibrate its go-to-market strategy. Bajaj Consumer Care said it is enhancing availability, Price Pack Architecture (PPA) and visibility across quick commerce, e-commerce and other emerging channels, while continuing to strengthen its general trade and modern trade presence.
The digital push forms part of a wider distribution strategy spanning general trade, organised trade, e-commerce, quick commerce and international markets. Project Aarohan, the company’s distribution initiative, has been used to improve outlet reach and partner engagement as Bajaj Consumer Care seeks to deepen market penetration and build a more agile go-to-market model.
Modern trade, meanwhile, continued to record growth during the year, supported by account partnerships, improved in-store execution, promotions and category-led activations across national and regional retail chains. The company said it expanded partnerships and customer presence while using the channel to drive sales of new products.
The channel transition comes as India’s broader FMCG and retail market sees greater convergence between traditional distribution and digital-first formats. According to Bajaj Consumer Care’s annual report, quick commerce, e-commerce and digitally influenced purchase journeys have created additional growth avenues, while direct-to-consumer businesses are becoming a more significant part of the personal-care market.
India’s D2C market was estimated at approximately USD 12-15 billion in 2025 and is growing at 25-30% annually, according to figures cited by the company. The increasing adoption of e-commerce marketplaces, brand-owned websites and quick-commerce platforms is enabling companies to engage consumers directly, improve product visibility and accelerate adoption of new products.
The shift in channels comes as Bajaj Consumer Care navigates pressure on its financial performance. The company reported consolidated revenue from operations of Rs 964.83 crore in FY25, compared with Rs 984.12 crore in FY24. Consolidated profit for the year stood at Rs 125.26 crore, against Rs 155.43 crore in the previous financial year, while profit before tax was Rs 152.76 crore compared with Rs 189.04 crore in FY24.
As consumer purchases increasingly move between traditional retail, e-commerce and instant-delivery platforms, Bajaj Consumer Care’s stated strategy is to expand availability and visibility across emerging channels while maintaining its presence across general and modern trade. The company’s annual report positions quick commerce not as a standalone distribution channel, but as part of a broader recalibration of its route-to-market strategy as digital adoption changes how FMCG products are discovered and purchased.
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First Published on September 8, 2026, 10:21:13 IST
