BENGALURU: Indian regional food and beverage brands are increasingly turning to quick commerce platforms to grow their footprint beyond home markets. By leveraging faster delivery cycles, pin code-level curation and demand for ethnic snacks like murukku, khapli atta, bakarwadi and jeera sodas, these brands are gaining high-intent visibility in cities that were previously hard to access through traditional channels.Many of these players first built traction outside their home states via direct-to-consumer (D2C) models. But quick commerce is now emerging as the next distribution phase, offering bundled packs, smaller sizes, and frequent exposure on platforms such as Zepto, Blinkit, Instamart and BigBasket.At Sweet Karam Coffee, quick commerce now contributes 40% of business. “We’ve scaled 4.5 times in revenue through quick commerce in a year and a half. About 50% of our sales now come from outside South India, up from 10-20% earlier,” said CEO Nalini Parthiban.

For Two Brothers Organic Farms, quick commerce has grown from 5% to 30% of domestic sales in the past year.Chitale Bandhu Mithaiwale uses quick-commerce as an entry route into new cities and now sees nearly 30% of revenue from outside Maharashtra. “Quick commerce is not about storytelling. It’s about access, trial and repeatability,” said managing partner Indraneel Chitale. In Ahmedabad, its quick commerce volumes now match general trade sales after 1.5 years of offline expansion. The brand prioritises bundled SKUs priced around Rs 50 each – banana wafers, bakarwadi and namkeen mixtures.Platforms themselves are also pushing regional assortments. BigBasket said regional SKUs like Nylon Sev, Misal, and Ujjain Sev have grown over 50% in the last 3-6 months. “Murukku now contributes 5% to our namkeen category. About 80% of such purchases happen through 10-minute delivery and are impulse-led,” said Seshu Kumar Tirumala, chief buying and merchandising officer.Newer entrants such as House of Bindu are treating quick-commerce as a reach tool.”This marks a shift from D2C-led discovery to quick-commerce-led access,” said Ravi Kapoor, partner at PwC India. “Food is hard to scale nationally due to hyperlocal tastes, but pin-code level curation is helping regional brands reach farther, faster.” Even as brands face constraints like warehouse limits and shelf-life challenges, quick-commerce is increasingly becoming a key lever for high-repeat SKUs, festive spikes, and new market entry, less about discovery and more about sustained reach.