Quick commerce may be adding delivery speed, but it isn’t changing who controls the household basket. New platform data shows that traditional FMCG players — not digital-first brands — continue to command the bulk of consumer spending on daily-use staples across apps such as Blinkit, despite an explosion of choice.
Blinkit lists 2,777 brands on its platform, yet just 491 of them generate 80% of sales, according to data from Datum Intelligence. Within this high-performing group, legacy FMCG companies account for 65% of sales, leaving only 35% for direct-to-consumer entrants. The numbers underline how entrenched mass-market brands retain their advantage even in the country’s most dynamic retail channel.
Which brands dominate Q com baskets?
Nowhere is this more apparent than in high-frequency categories. Colgate dominates toothpaste on Blinkit with a 47% share, more than all rivals combined. Sensodyne follows at 19%, while Dabur, Patanjali and Closeup are left in single digits. The pattern stays consistent across other staples: in chocolates, 5 out of 56 listed brands capture 80% of sales; deodorants see 13 out of 73 brands reaching that threshold; oils require 28 out of 93; bread, 23 out of 47.
Industry analysts say the concentration reflects long-standing behaviour rather than platform bias. In pantry and personal-care staples, consumers default to familiar names, and price sensitivity limits experimentation. Quick commerce, while reducing friction in delivery, has not meaningfully changed discovery in mass categories where trust is built over decades through advertising and wide offline presence.
How do digital-first brands render?
Digital-first brands are finding traction in very different parts of the consumer wallet. Their strongest presence sits in low-frequency, premium segments where shoppers are more open to trying new labels. Bags record the highest D2C contribution at roughly 50%, followed by jewellery and dry fruits at 45-50%. Bath and beauty gifts post 40-45%, audio accessories 35-40%, and appliances 30-35%. Gift kits, fragrances and fashion accessories contribute 25-30%.
The data signals that quick commerce has scaled distribution, not disrupted it. Incumbent FMCG manufacturers continue to dominate the everyday basket, while D2C brands remain concentrated in discretionary, higher-margin categories.