Publicis Commerce India and MMA Global India’s Quick Commerce Playbook Reveals $7B Industry Boom

Mumbai, 10 October 2025 – Publicis Commerce India and MMA Global India unveiled the Quick Commerce Playbook India 2025, a first-of-its-kind resource for marketers to decode growth and profitability in India’s fastest-scaling retail channel. The launch took place at an MMA event in Mumbai, with Anupriya Acharya, CEO, Publicis Groupe South Asia, Lalatendu Das, CEO, Publicis Media South Asia, and Moneka Khurana, Country Head & Board Member, MMA Global India. A panel discussion with industry leaders followed, decoding insights from the report for the audience.

The context: 

• Quick Commerce has surged from $1.5B in 2022 to ~$7B in 2024, growing more than 4.5x in just two years.
• Projected to grow at ~40% CAGR through 2030, Quick Commerce is set to outpace e-retail, which will expand at a steadier ~18% CAGR.
• Yet, 70% of brands surveyed say Quick Commerce remains less profitable than other channels, creating a growth-profitability paradox.

Key Insights from the Playbook:

• Visibility drives sales: 89% of consumers visit only one product page before purchase, and rarely scroll beyond the first fold.
• Timing is critical: Staples peak from 6-9am & 6-9pm and snacks surge in the afternoons & late evenings.
• Compressed cycles: Platforms typically stock SKUs for only 3-7 days – requiring sharper forecasting and agile supply chains.
• Partnerships matter: Brands collaborating closely with platforms gain deeper insights, better shelf presence, and faster adoption of new products.
• Beyond discounts: The Playbook emphasizes supply chain agility, smart portfolio management, and retail media optimization over deep discounting.

Festive Season Lens: Quick Commerce at its Peak
The playbook incorporates fresh festive-season findings from MMA Global India’s latest survey – Unpacking Quick Commerce in the Festive Season – spotlighting how Q-commerce shapes peak-period demand:

• Speed is the #1 driver of festive Q-commerce (at 50%), followed by discounts (31.6%). 
• Weekly big-bang festive deals (64.9%) are most effective for sustained engagement. 
• Impulse hampers (57.1%) and premium curated packs (34.3%) dominate gifting growth. 
• 72% of people trust premium/luxury categories if backed by guarantees. 
• Gifting (67.6%) and FMCG (64.9%) are the strongest festive surge categories. 
• On festival day, inventory readiness (64.9%) + real-time agility (45–49%) are key. 
• 51% marketers already view Q-commerce as a high-priority channel, and 44% plan >20% budget allocation in the next 12–18 months.

These insights reinforce Q-commerce’s role not just as a convenience channel, but as a frontline festive growth driver.

Lalatendu Das, CEO, Publicis Media South Asia, said, “Quick Commerce has ingrained itself into consumers’ lives faster than any other retail format. But our survey shows that profitability remains a challenge for most brands. This is where the playbook comes in. It provides leaders with key strategies on supply chain reorientation, smarter portfolio management, and retail media optimization. The report makes it clear that success in Quick Commerce is not about deep discounting, but about precision in demand forecasting, visibility, and agility in execution.”

Moneka Khurana, Country Head & Board Member, MMA Global India, said, “Quick Commerce is no longer just about convenience—it’s a $7 billion growth arena where brands are fighting for relevance, loyalty, and market share. With an audience that’s urban and affluent, the opportunity is massive, but readiness is lagging. The brands that win are the ones that treat Quick Commerce as a full-funnel growth engine. Hence, at MMA Global India, we are proud to support the launch of this valuable Q-first strategy resource to help marketers advance their ability to create value and drive business impact.”

Find out more about report here: https://mmaglobal.com/documents/quick-commerce-playbook

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