Quick commerce now drives 60-75% of online FMCG sales for India's top packaged goods majors in FY26

Blinkit, Zepto and Instamart have overtaken traditional e-commerce for ITC, Tata Consumer, Britannia, Dabur, Parle and AWL—Dabur jumped to 75% in Q4 from 50% a quarter earlier. The shift fuels premiumization but squeezes margins, threatens kiranas and faces a tier-2/3 scalability test.

Quick commerce drives 60-75% of online FMCG sales for ITC, Tata Consumer, Britannia, Dabur, Parle and AWL in FY26, overtaking e-commerce.

ET Small Business · 5/30/2026, 9:52:03 AM · Ask about this →

Quick Commerce (Blinkit, Zepto, Swiggy Instamart) + AWL Agri Business + Britannia + Dabur + ITC + Parle Products + Tata Consumer Products +