Quick commerce race cuts product launch cycles to weeks

New Delhi: Rapid growth of quick commerce is forcing companies to shrink product innovation and launch cycles to three months or even a fortnight from 12 months earlier, amid intense competition from direct-to-consumer and regional brands, said chiefs of companies, which now count the 10-minute delivery platform as their fastest growing retail channel.

“Historically, when quick commerce had not taken off as it has today, you used to do product trials, test launches for three-four months, and then scale nationally which would take up to 12 months.