FMCG companies are tweaking their strategies in a bid to meet evolving consumer needs and focusing on different price pack architecture for quick commerce platforms. These companies are offering different price points, SKUs and sometimes even quick-commence exclusive products. This comes at a time when consumers in top metros are increasingly turning to these platforms and willing to pay a premium for convenience. These strategies are also being implemented to allay growing concerns of general trade store owners with rising preference of quick commerce platforms in top cities.

Ritesh Arora, CEO – India Business & Far East, LT Foods Ltd said, “ We have certain products that are quick-commerce focused as we see they have more salience on the channel. Also, we are selling SKUs which are specifically designed for quick commerce channel with different price points. We are seeing certain price points which are more popular on quick commerce. These strategies also help us to protect all sales channel and have minimal clashes.”

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Companies are also leveraging quick commerce for sharper targeting of premium products. Sundeep Bajoria, Vice President, Coca-Cola India and South West Asia said that the company is adopting a strategic mix of channels for wider availability of its product portfolio. “For Coca-Cola India, both traditional and new age channels are key to driving growth in the fast-growing Indian market. We’ve partnered with quick commerce platforms to deliver convenience and meet rapidly evolving demand of urban consumers. We’ve launched Q-com-first products like Honest Tea, Schweppes, and Coke Zero. At the same time, we’re committed to the future of retail by ensuring general trade channel remains integral, profitable players in this new era of commerce,” Bajoria added.

Fastest growing channel

Pointing out that quick commerce has emerged as the fastest growing channel for the industry in recent months, Angshu Mallick, MD & CEO, Adani Wilmar stated, “ Earlier, we were not selling bigger packs on quick commerce as consumers were largely using these platforms for for top-up or replenishment purchases. In recent times, we have begun selling larger packs on quick-commerce as consumers are also turning to this channel for monthly grocery purchases due to convenience. We are also doing a lot more bundled offers enabling consumers to buy a wider assortment. This is also avoids direct comparison between products available across channels and hence enables us to give due importance to all channels,” he explained.

Mayank Shah, Vice-President, Parle Products said that the company is designing SKUs specifically for quick commerce channel, which are priced between ₹50-Rs 100. “ Consumers are willing to pay a premium for convenience. We are designing SKUs which are specifically for quick commerce and distinct from what is sold in other channels. Typically, these are mid-sized packs priced between ₹50-100.”