FMCG majors bet on premium, channel-exclusive products as quick commerce rewrites distribution playbook
Britannia, ITC, Tata Consumer and HUL are redesigning portfolios toward premium SKUs as q-comm becomes a strategic growth engine. Britannia targets 6% e-comm sales in FY26 (up from 4%), with 70% of online sales from quick commerce, expected to hit 85%. Tata Consumer's alternate channels now 41% of India business.
Quick commerce is reshaping FMCG strategy in India, with Britannia, ITC, Tata Consumer and HUL redesigning portfolios toward premium and channel-exclusive products as q-comm becomes a strategic growth engine amid an intensifying price war.
Why this matters
Follows Britannia's push to add 100,000 new outlets a year and double down on biscuits, dairy and bakery, signaling a dual bet on physical reach and premium quick-commerce channels.
Omni-channel activity is steady with 588 signals in the past 90 days.