Revolutionizing Distribution: How India's Quick Commerce Market Is Redefining Food Brand Strategies

It’s a quiet revolution, yet one that is rapidly changing the dynamics of channel distribution for local and national consumer food brands in India’s packed streets. Zepto is among the quick commerce platforms that have galloped north at an unprecedented pace, turning into manufacturing channels for products such as groundnut powder and Haldiram’s snacks.

The Quick Commerce Catalyst

Photo supplied by Zepto Quick commerce, or q-commerce as it’s sometimes called, is the next iteration of e‑commerce delivery – taking things that were already ultrafast and applying an ‘instant gratification’ mode, to become delivery in as little as 10 minutes. In a nation where pace of life is ever‑increasing, quick commerce companies such as Zepto are not just rising in popularity – they’re becoming essential.

Beyond Groceries: Expanding the Quick Commerce Ecosystem

And while these platforms began their existence by delivering groceries, their catalogue has expanded significantly. From fruits and vegetables to luxury ingredients, and now Indian food brands, the shelves of quick commerce seem to be getting wider by the day. This wider range and increasing utility is changing how brands think about retail and distribution, making a google search on ‘quick delivery’ more common than ever before.

GOOGLE and the Age of Instant Gratification

In many ways, google is driving this new wave of quick commerce: as more consumers are searching google for the fastest delivery times, food brands are increasingly tweaking their online presence to rank higher in google searches for ‘fast delivery times’. It’s interesting to note that we’ve reached this stage because ranking in google produces better sales, not just better visibility: with more marketplaces competing for attention, visibility no longer ensures survival.

Making Brands More Visible on GOOGLE

The task for food brands, in other words, is tapping into Google’s algorithm and using the slowly changing pattern of search results to market quick ready meals in a way that maximises short delivery lead-times and cook-from-frozen convenience, key words that increasingly resemble brand expectations. Content that explicitly comments on the brand’s partnership with quick-commerce platforms can help with this too.

The Consumer's Changing Palate

The boom of quick commerce is also a reaction to a wider change in consumer habits: the speedy delivery is appealing because the contemporary consumer is mainly driven by the principle of ease. This is reflected, for example, by the number of Google requests for food delivery services or express grocery shopping – all these queries are increasing.

A Testimony to Changing Lifestyle

This change is what the quick commerce model feeds into as it appeals to the busy city-dweller in India who balances many competing considerations and values time as a scarce resource. The push for increased usage is underway. In fact, in a recent study, we found that in just half of the food-related queries that web users make on Google, the foods offered on the first page of search results were indeed the most commonly consumed foods. Every day that the SEO rankings for hungry consumers’ queries are improved, another set of microwave eggs and five-minute rice certainly find their way to the dinner table.

The Competitive Landscape and the Road Ahead

While the quick commerce market offers great commercial gains, it is also ruthlessly competitive. New players are entering the market, and more established ones are fighting for the space available. Technology and speed are the key tools for the battle. Google trends for quick commerce quick commerce is poised for tremendous commerce-based growth.

GOOGLE's Role in Shaping Consumer Preferences

Google acts as a link between consumers and quick commerce platforms, but it also helps to determine consumer preferences by the information it surfaces. Optimising for google means understanding the consumers and the market trends of the moment as they evolve.

Embracing the Quick Commerce Wave

The message was clear: adopting the quick commerce model was not a nice-to-have, it was a must-have. Google searches are how people discover you, so it pays to optimise for that visibility. Getting your SEO strategy right, your content marketing spot-on and understanding the ecosystem of quick commerce is a complex and nuanced art.

The Future is Now

But for the nation’s food brands, the growth of quick commerce in the future portends tremendous opportunity. Google will continue to tip the balance of what consumers buy; the brands that pivot best to innovate in this space will be the next generation of captains of food business in India.

Understanding Google's Impact

At the centre of the quick commerce revolution is Google, whose very name has become a byword for the internet at large. Indeed, the search engine and algorithm-based ranking systems devised by Google have come to play a crucial role in the way that quick commerce platforms and food brands market themselves online. As a driver of consumer traffic, Google is a vital element in the ecosystem that links consumers to the swiftest and most convenient forms of shopping.

In brief, one has to know how google works and employ those rules to one’s benefit to succeed in this quick commerce market, whether it is a quest for high SEO, a strategy for content writing, or a plan for using google ads, or a combination of these strategies, the strategies are many but the objective one: to reach the consumer where he or she is, in the least possible time. The quick commerce market is going to evolve faster, thus keeping up with the changing dynamics of google and quick commerce market is the only way forward.

Jun 18, 2024
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