Fast-moving consumer Goods (FMCG) companies are increasingly launching products for quick commerce and e-commerce platforms as they shift strategies to stay profitable and relevant in a world of instant customer gratification. This is especially true for the beauty and personal care segments.
Product makers are launching dedicated premium products for quick commerce channels.
Kolkata-based Emami Ltd, whose product lineup includes Zandu, Boro Plus, Navratna, and Kesh King, retails 80 per cent of its products online. “Quick commerce remains a strategic growth channel, scaling up rapidly at nearly 3x Year-on-Year (Y-o-Y), further validating our omnichannel playbook,” the company said recently.
Market leader Hindustan Unilever, which has a considerable offline presence, is also following the online strategy.
“We are beginning to see the benefit of shifting our portfolio to faster growth spaces in modern, e-commerce channels in more premium areas,” said Rohit Jawa, Former MD and CEO of Hindustan Unilever (HUL) in a recent analyst call. Several of its legacy products such as Pond’s, Lakme are doing well on online platforms.
“Our portfolio, represented by brands like Love, Beauty and Planet, Simple, parts of Lakmé, and even Pond’s, and more future core type portfolios have done well. Pond’s has done very well. It’s been a double-digit quarter for Pond’s again. We have gained market share in e-commerce and modern trade in the most competitive of marketplaces,” Jawa added.
According to Kearney, India’s quick commerce grocery market will triple between 2024 and 2027, reaching ₹1.5–1.7 lakh crore, with growth extending to cities with populations over 5 lakhs.
Consumers are embracing the model not primarily due to discounts, but for its speed, curated and large assortment, and convenience, qualities that are increasingly influencing everyday and impulse purchasing. The shift is visible across categories such as snacking, gifting, personal care, and household essentials, with premiumization also on the rise,” the report said.
Market leader in the face wash segment, Himalaya Wellness, which gets nearly 13 per cent of its overall sales from e-commerce, plans to introduce dedicated custom products on quick and e-commerce platforms.
“We do have a larger share than other FMCG companies, which we have leveraged within the e-commerce and quick commerce channels. In the last couple of years, the channel has grown faster. Quick commerce is largely prevalent in metro towns, urban consumers can spend more, and so, the premiumisation of our categories is happening a lot more in quick commerce. We plan to play not only in new brands, but sizes, flavours, and fragrances in quick commerce,” Rajesh Krishnamurthy, Business Director- CPD, Himalaya Wellness, told businessline.
Published on August 31, 2025
