No more just top-up shopping, Zepto, Blinkit et al. can now do this to a brand

Quick commerce is changing consumer behaviour at a lightning pace and in ways markets cannot comprehend. Smart, digital-first brands are changing their product planning and marketing. But brands that choose to ignore this trend will have to leave everything to luck.

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336 BC. A 20-year-old man called Alexander (The Great appellation came much later) sets out from Macedonia, a small country north of Greece, the western civilization – Sparta, Athens et al. Alexander conquers Greece.

Between 334 BC and 329 BC, he defeats the great Persian king Darius III twice – first in the battle of Granicus River at Issus and later in Gaugamela, conquering Persia. En Passant, he also conquers Egypt (Alexandria). In just five.