BRND.ME Q-Commerce Sales Hit 10% as Instant Delivery Reshapes Mix
Overview
BRND.ME's quick-commerce channel now contributes over 10% of net revenues, driven by optimized product designs and consistent availability on platforms like Blinkit and Zepto. Brands like MyFitness and PartyPropz see nearly 30% of sales from instant delivery. With the q-commerce market projected for strong annual growth, BRND.ME anticipates this channel will expand to 12-15% of its total revenue.
Quick Commerce Becomes Major Revenue Pillar
BRND.ME, formerly Mensa Brands, has seen its quick-commerce segment rapidly evolve into a significant revenue driver, now surpassing 10% of the company's net earnings. This shift marks the growing importance of instant-delivery platforms within the broader consumer brands group's distribution strategy.
Product Strategy Drives Instant Delivery Success
The Bengaluru-based company attributes this shift to strategic product design, including smaller pack sizes and single-use formats, tailored for immediate consumption. Brands such as MyFitness and PartyPropz are now heavily reliant on instant delivery, deriving up to 30% of their sales from platforms like Blinkit, Swiggy Instamart, and Zepto.
Expanding Reach Across Platforms and Geographies
BRND.ME is actively expanding its presence on newer platforms like Flipkart Minutes and JioMart Jiffy, while replicating its success internationally in the Middle East via Noon Minutes. The company estimates an 80% share in the Indian party supplies category on q-commerce platforms, a segment it entered early.
Robust Market Growth Fuels BRND.ME Outlook
Industry forecasts predict India's q-commerce market will grow over 40% annually through 2030. Against this backdrop, BRND.ME anticipates its q-commerce revenue contribution will climb from the current 10% to 12-15% in the near term. CEO Ananth Narayanan highlighted how the company's portfolio-led approach supports the q-commerce ecosystem, enabling quick product modifications to meet immediate customer demands.
