How Blinkit, Swiggy Instamart and BigBasket plan to 'change' gifting this Diwali

Quick commerce companies like Blinkit, Swiggy Instamart and Tata Group-owned Big Basket are reportedly teaming up with fast-moving consumer goods (FMCG) giants for the first time to capitalize on the festive season. According to a report in Economic Times, quoting company executives said, "Quick commerce companies are, for the first time, collaborating with fast-moving consumer goods (FMCG) companies such as Parle, Mondelez and ITC on offers, special packs and promotional banners for this festive season."
The focus is reported to be on categories such as chocolates, Indian sweets, confectionery, dry fruits, and cookies. Additionally, these platforms have forged alliances with consumer electronics companies for products like kitchen appliances, personal care electronics, smartwatches, and earbuds.

To meet the increasing demand, quick commerce platforms are aiming to boost their inventory levels by up to 60% compared to 2023's festive season. Executives have been meeting with brands to finalize plans and secure a larger share of the festive gifting market, traditionally dominated by large retail chains and local stores.
"Quick commerce companies are seeking support from FMCG giants in terms of promotions and special packs for the festive season," told Krishnarao Buddha, senior category head at Parle Products, to ET. "They aim to compete fiercely with ecommerce platforms and modern retail this Diwali," he added.
Parle will be offering large confectionery packs and festive cookie packs through quick commerce for the first time this Diwali. Mondelez India has partnered with leading quick commerce companies, especially for gifting, according to Desmond D'souza, vice-president of sales. "This includes strong on-app and off-app collaborations, including digital and out-of-home, and building significant visibility on the platform," he said.
The company will target premium shoppers with Silk and Bournville branded gifting packs, along with Cadbury Celebrations.
The Diwali promotions come as quick commerce has become a rapidly growing channel for consumer goods manufacturers. It accounts for 30-40% of their online sales.

These 10-30-minute delivery companies are also expanding their product portfolio and reaching new locations.
While most quick commerce companies planned to scale up into high-value electronic products and fashion by the festive season, these partnerships are still being negotiated. As a result, they have focused on festive purchases and gifting.
Consumers are turning to quick commerce for gifting across food and personal care categories. "ITC has lined up a series of festive gift packs across categories for launch on different channels, including quick commerce. We expect sales from quick commerce to increase significantly this season," said an ITC spokesperson, as per the report.
A senior executive at a large electronics brand said the company will expand its presence in quick commerce this Diwali for the first time. "Consumer preference has shifted to quick commerce in large cities," he said.