In an exclusive interaction, Nischal Kandula, Co-Founder of CURRYiT, dives deep into the evolving dynamics of quick commerce and its transformative impact on consumer behavior.
From forgotten ingredients to last-minute dinner plans, the demand for instant gratification is redefining grocery shopping—and q-commerce is rising to meet it.
Nischal Kandula sheds light on the ROI metrics that matter, how traditional retail can keep up, and what’s powering the surge in smaller towns. In a world where speed is the hook but value is the glue, he decodes the future of convenience-driven consumption.
1. How is quick commerce reshaping consumer behavior, and what are the key factors driving its demand?
The way consumers shop has changed drastically. Grocery planning is becoming a thing of the past. Today, people want quick access to their everyday essentials—without stepping out, without waiting. That’s where quick commerce steps in. It taps into real-time needs—forgotten ingredients, last-minute cravings, unexpected guests—and meets them with instant delivery. The ease of ordering on the phone, coupled with 10-minute delivery windows, has made q-commerce the default for food and household needs. Speed, convenience, and reliability are the key drivers here.
2. How is ROI assessed in quick commerce? What KPIs ensure long-term profitability?
Q-commerce operates on precision. ROI is tracked daily—down to keywords, offers, cart size, and conversion rates. Metrics like repeat purchase rate, contribution margin per SKU, order value, and ad performance on platform dashboards are critical. Long-term profitability depends on optimizing supply chain costs, reducing returns, and smart inventory planning across regions. When these are monitored closely, brands can stay lean and competitive while scaling.
3. What can traditional retail do to adapt to the quick commerce boom and delivery speed expectations?
Traditional retail can’t match the speed of 10-minute delivery, but it can borrow cues. Offering click-and-collect services, integrating with hyperlocal platforms, or partnering with q-commerce players for last-mile delivery helps bridge the gap. More importantly, retail stores can focus on experience—tasting counters, live demos, or deeper brand storytelling. They can also use data from in-store purchases to drive digital promotions, creating a hybrid model that plays to their strengths.
4. What’s fueling the growth of quick commerce in smaller towns, and what challenges are emerging there?
Consumers in Tier 2 and Tier 3 cities are digital-first—they want access to premium, clean, and differentiated products without the limitations of local stores. Q-commerce gives them that. What’s working: affordable smartphones, better delivery infrastructure, and growing trust in online platforms. The challenge? Predicting local demand patterns and keeping inventory in sync. Brands need to understand what sells in each town—whether it’s a butter masala or a Chettinad curry—and make it available accordingly.
5. Is speed outweighing pricing in this space, or do brands need to balance both for customer loyalty?
Speed gets the customer’s attention, but value keeps them coming back. With too many options at their fingertips, customers compare more than just delivery time. They want clean ingredients, reliable quality, and fair pricing. For the right product, they are willing to pay a small premium. The real task is showing them why it is worth it—through transparency, smart offers, and consistent performance. Both speed and pricing matter, but value wins.
