FMCG major Hindustan Unilever is doubling down on quick commerce, positioning the fast-scaling channel at the heart of its next growth phase as consumer shopping habits rapidly evolve.
Speaking at the company’s earnings call, CEO and MD Priya Nair said quick commerce now contributes around 3% of HUL’s overall business but is growing at nearly 100% quarter-on-quarter. The company expects the channel to scale meaningfully in the near term as it reshapes how consumers discover, shop and replenish products.
Calling quick commerce the “fastest-scaling route to market” and structurally critical for the future, Nair said HUL has established a dedicated quick commerce organisation to capture the opportunity. In a strategic shift, the quick commerce lead now reports directly to the sales head, enabling faster decision-making, sharper execution and tighter focus on the high-growth channel.
To strengthen its edge, HUL is stepping up investments across people, bespoke supply chains, technology and digital marketing. The company is working closely with platform partners to enable deeper data exchange, collaborative forecasting and stronger joint business planning. This integrated approach has already yielded results, with availability improving by 1,400 basis points over the past year, a key metric in a channel where speed and stock reliability are critical to success.
Operational agility is also being overhauled. HUL is deploying advanced supply chain capabilities to create an adaptive operating model tailored to quick commerce. From real-time data integration to collaborative inventory management, the company has reduced lead time from purchase order generation to servicing by 20%, underscoring the scale of backend transformation underway.
At the same time, HUL emphasised that winning in India requires an “and” strategy rather than an “or” approach. While accelerating investments in fast-growing channels like quick commerce, the company is modernising execution in general trade and continuing to leverage traditional media alongside social-first demand generation.
Beyond channel strategy, HUL is sharpening brand building through gender-inclusive representation and clutter-breaking communication, anchored in deep consumer insight and science-led innovation. As quick commerce expands and competition intensifies, the FMCG major is betting that its scale in brands, formats and market development , combined with digital-first execution , will help it shape the next engines of growth in India’s evolving retail landscape.