Quick Commerce Boom Lifts FMCG Stocks in Volatile Market

Spread love

Quick Commerce is driving legacy FMCG giants including Nestle, HUL, and Dabur as they reshape strategies.

By S JHA

MUMBAI, August 27, 2025 — Quick Commerce (QC) is rapidly overtaking traditional e-commerce channels, with leading FMCG players reporting that the majority of their online sales now come from the QC segment.

Rahul Mathur, in a widely shared post on X, noted that 75% of Britannia’s digital sales are now routed through QC platforms, surpassing its traditional e-commerce business. Similarly, 60% of Nestle India’s online business and 50% of Dabur’s e-comm sales come from QC channels, underscoring the scale of the shift.

Hindustan Unilever (HUL) has already clocked over ₹1,000 crore in QC sales, and its outgoing CEO stated in March 2025 that the company expects 10% of its overall sales to come from QC within four years — a fivefold growth projection.

Analysts argue that while detractors see QC as cannibalizing existing e-commerce demand, the data also suggests net new consumption is being created. For instance, GoZero ice creams recently crossed ₹10 crore in monthly sales exclusively on QC platforms, marking it as one of the first QC-native brands. In parallel, firms such as Adani Wilmar are designing new SKUs and packaging tailored for QC demand.

Despite broader market bearishness, stocks of HUL, Nestle, Britannia, and Dabur have shown resilience, with market watchers noting strong buying pressure. Traders point to HUL as a stock to watch in futures and positional trading, highlighting QC’s growing role in investor sentiment.

Quick Commerce is no longer a fringe disruptor — it is becoming the core of digital FMCG distribution in India, with legacy players forced to recalibrate their strategies for a faster, smaller-basket consumer economy.

While the stock market crashed on Tuesday, FMCG stocks were trending in the session. Ducking the conventional wisdom that the FMCG stocks are defensive bets, shares of such companies ruled the road for the bulls on a day when bears hit the investors hard.

Shares of Britannia rallied over 3& to close at ₹5751, inching to record high of ₹6133, which was seen almost a year ago. Shares of Hindustan Unilever also rallied strongly to come almost close to the level of ₹2700.

Traders are sharing charts of the FMCG stocks on social media platforms to invite scrutiny of their emerging patterns. Shares of Nestle also stayed firm during the weak market on Tuesday. Shares of ITC also gained in the last hour of the trade on Tuesday.

(Disclaimer: This article makes no recommendation for buy or sell of shares of any company)