As competition hots up, consumer brands step up Q-Comm spends for better screen presence

Consumer brands are doubling down on spends on quick commerce platforms for premium listings and higher search engine optimisation (SEO, which ensures brands show up first on consumers' screens), as competition from newer D2C (direct-to-consumer) and regional rivals intensifies.

Executives cited a direct correlation between high-spends and immediate high-returns, versus general trade, where the turnaround timelines take longer.

"You collaborate with platforms, spend money on the channel, and ensure that your brands come on top of SEOs. If a platform, for example, is giving me 40% growth, my spends are also going up by 20% on that platform," said Mohit Malhotra, global chief of Dabur.


Either the spends are being invested directly on platforms or are being directed through mainstream advertising. "We drive traffic on online channels through mass media, and on links on our own social handles. This is over and above seasonal activation," said Jayen Mehta, MD of Amul.

Coca-Cola, Tressemme, Parachute, Maggi, Epigamia, Amul, Real and Mother Dairy are among the brands that have pump-primed collaborations on platforms in recent months, executives said. On Friday, South Korea's largest noodles and snacks company Nongshim's India unit is introducing its first online-exclusive product.

Nestle said at its full-year earnings of FY26 that its ecommerce momentum was led by strong quick commerce growth with platform-specific packs for its coffee, chocolates and instant noodles.

Hindustan Unilever said sales from quick commerce platforms doubled in FY26 over previous year, adding its ecommerce sales grew 25% in FY26 riding digital-first products and data-backed demand generation. Mother Dairy, which has seen 40% year-on-year growth on quick-commerce platforms outpacing growth on its legacy 2,500 retail booths, though on a smaller base, too has stepped up introducing packs only on digital platforms for this season.