- Instant delivery platforms in India like Blinkit and BigBasket now offer 15-minute delivery for beauty and personal care items.
- The trend caters to convenience-seeking young consumers, contributing up to 10% of revenue.
- While most sales still happen through 3-5 day channels, quick commerce enables 100% yearly growth.
Instant delivery in India’s beauty boom
Instant delivery platforms like Blinkit and BigBasket are tapping into India’s rapidly growing beauty and personal care industry.
Attracted by double-digit margins, the services now offer 15-minute delivery for cosmetics, skincare, hair products, and more.
The trend caters to convenience-seeking millennials and Gen Z, who contribute 8-10% of BigBasket’s quick commerce revenue.
Ultra-fast fulfillment
Homegrown brands like Mamaearth and MyGlamm also list on the platforms, collectively providing 10-15% of MyGlamm’s e-commerce sales. Their young demographic wants information plus ultra-fast fulfillment.
While Mamaearth still does most orders through its 3-5 day D2C channel, CEO Varun Alagh calls quick commerce a huge growth driver, expanding 100% annually. Instant gratification matches consumer demand.
Speedy premium option
In contrast, same-day delivery limits quick commerce’s beauty role in Indonesia, where platforms like Sociolla offer speedy premium options. Customers know further in advance when replacing beauty items.
Redseer Consultants expects selective Indian players may introduce same-day services but likely in major cities and popular products. Quick commerce’s niche persists for more urgent, smaller purchases in the country’s otherwise gradually replenished beauty sector.
