Instamart – Swiggy’s quick commerce vertical highlighted how quick commerce and dairy co-operatives are coming together to improve access to, and choice of, dairy products for the common man. The MDs of Amul, Mother Dairy, NDDB, and Milma revealed how the ease of discovery of brands on delivery platforms is enabling the growth of dairy products (other than pasteurised milk packets) from these firms.
There were endearing anecdotes – for example, Amul Chocolates, a brand that people of my vintage are nostalgic about, but which had sadly disappeared from shop shelves. Amul Chocolates has found a resurgence in popularity on quick commerce platforms, where it is now one of the highest-selling SKUs. Another interesting example was Golden Milk – a delightful appellation for what is essentially turmeric-infused milk. I was told that the product is a big hit in Kerala, where Milma, the state cooperative, pioneered its introduction. Customers have a predilection for ordering it late at night – easy to guess, as turmeric milk has often been the preferred choice of fortification in our culture, whether for minor ailments or for that ‘special’ nourishment while studying into the night!
Interestingly, most milk pouches across India that are sold through quick commerce are supplied either after 11 am or post 8 pm, usually the times when shops run out of milk packets – a consumer behaviour aspect that highlights how quick commerce typically caters to supplemental demand, rather than replacing primary demand.
Speaking of consumer behaviour and milk-based beverages, the trends on our food delivery platform indicate that while the good old chai and coffee retain their immense popularity (I had written about Chai in one of my columns earlier); there is a surge, similar to what is seen with Golden Milk on Instamart, in beverages that are perceived to be immunity boosting. The difference, however, is that these are non-milk varieties. Green tea, reputed for boosting metabolism, remains a popular choice. Similarly, herbal teas such as chamomile, peppermint, and hibiscus are widely consumed for their perceived health benefits. Matcha – the powdered green tea – and oolong, known respectively for antioxidant properties and aiding weight management, have also gained immense popularity.
The late Sudhir Kakar, possibly India’s greatest psychoanalyst, once wrote that Indian health systems, from time immemorial, have focused on gut health – on ensuring its cleanliness and the right balance – and treating it as the epicentre of health and wellness. A peculiar aspect of Indian culture, however, is that even when the stomach is upset, we believe certain foods can cure it. So, while most medical systems will advocate some degree of fasting for an upset stomach, Indian households will recommend khichdi, curd rice, and a whole range of other easy-to-digest foods! With this background, it is not surprising to see that kombucha – the fermented tea, rich in probiotics and with proven value in supporting gut health – has become so popular in such a short time. As the summer sets in, traditional Indian cold beverages, sweet lassis, shikanjis, thandais, and chhanch -- are all gaining popularity.
Personally speaking, when it comes to beverage deliveries on our food platform, I am amazed at the impact packaging has on consumer behaviour. Packaging finesse has traditionally been viewed as the first interaction between the consumer and the brand, with visual appeal and aesthetic design often determining whether consumers will engage further. Interestingly, in food delivery services as well, packaging has emerged as a key driver – particularly for beverages – ensuring integrity, freshness, and a premium appeal. I must give credit not only to international QSRs such as Starbucks and McDonald’s, but also to new-age Indian beverage brands such as Chaayos and Chai Point, who have created outstanding packaging that scores highly not just on functional design, but also on visual appeal and storytelling. That difficult beverages such as tea or coffee can be conveniently delivered to consumers – in a country like ours where weather is often inclement – is an immense credit to the creativity and consumer focus of these firms. They have mastered packaging so well that it allows for portion control and customisation. This efficiency, in turn, has enabled consumers to order more frequently – a trend we’ve observed in our Bolt services. The prospect of receiving your favourite beverage in 15 minutes has ensured that tea and coffee are among the highest-selling items on Bolt.
The impact of packaging reminds me of Dr CK Prahalad’s ‘Bottom of the Pyramid’ idea, whereby using sachet packaging to make premium FMCG products affordable to the common man, several companies unlocked tremendous market opportunities. I would be neither presumptuous nor pompous to claim that packaging innovations in food delivery are in the same league – but yes, these certainly are bringing in a whole new cohort of customers – be it senior citizens who can’t go out, or consumers in tier-2 and tier-3 cities. The volume of orders enabled by food delivery has ensured that many tier-1 city restaurants are now offering their services in India’s smaller towns. Think over how many barriers to entry food delivery has dismantled, allowing new, often first-generation, restaurants to start their operations – and how it has improved access and choice for consumers.
Perhaps these points are best mulled over with a piping hot glass of golden milk.
Till next time,
Rohit
Discover the latest Business News, Sensex, and Nifty updates. Obtain Personal Finance insights, tax queries, and expert opinions on Moneycontrol or download the Moneycontrol App to stay updated!
