Quick commerce in India has stopped being a synonym for groceries. The same 10-to-30-minute delivery model that Blinkit, Zepto, and Swiggy Instamart built around milk and snacks is now spreading into beauty, fashion, pharmacy, prepared food, and even home services, with beauty products alone recording nearly 160 percent year-on-year growth on quick commerce platforms, according to RedSeer Strategy Consultants. What started as a grocery convenience play has become a delivery infrastructure that entire categories are rebuilding themselves around.

Beauty and Personal Care Is Leading the Expansion

Beauty has emerged as one of the fastest-growing categories in quick commerce, and Nykaa’s own numbers show why platforms are chasing it. Nykaa Now, the company’s rapid-delivery arm, expanded from just 3 cities in the first quarter of last fiscal year to 13 cities now, with a target of more than 25 cities by FY27. Unlike the strict 10-minute model most quick commerce players use, Nykaa Now promises delivery within 30 to 60 minutes, and in its most recent quarter, the beauty segment alone processed 17.3 million orders at an average order value of ₹2,102, up 19 percent year on year. Brands in the category have responded by allocating 15 to 20 percent of their quick commerce budgets specifically to this channel, since impulse-led, last-minute beauty purchases convert unusually well when speed removes the friction of waiting.

Fashion Enters the Race With Myntra’s M-Now

Fashion looked like the category least suited to quick delivery, given the need for sizing, try-ons, and returns, but Myntra’s M-Now has pushed 30-minute fashion delivery into a real business, starting in Bengaluru and expanding into Mumbai, Delhi, and Pune. What’s notable is which brands signed on: Huda Beauty, MAC, Forest Essentials, Armani Exchange, Fossil, and Casio are all available through M-Now, showing that premium and aspirational brands, not just mass-market basics, see enough opportunity in instant fashion delivery to participate. Myntra’s own leadership has described the launch as one of the first large-scale quick commerce moves by a major vertical fashion platform anywhere globally, not just in India.

Pharmacy Was Already Building This Playbook

Pharmacy and healthcare delivery got a head start on this trend, with PharmEasy and Tata 1mg established as market leaders in fast medication delivery well before beauty and fashion caught on. A newer entrant, Pure Moment, has reportedly moved toward profitability by focusing purely on pharmacy delivery, suggesting the category has the repeat-purchase economics that make a standalone quick commerce business viable rather than dependent on a parent company’s broader platform.

Home Services: The Newest Frontier

The clearest sign that the 10-minute model has moved well beyond retail is Snabbit, a home services startup founded in 2024 by a former Zepto executive. Snabbit applies the same hyperlocal playbook, geo-fenced micro-markets, predictive demand, dense worker networks, to cleaning, dishwashing, laundry, and kitchen prep, promising trained help in around 10 minutes. According to TechCrunch’s reporting on the company’s latest funding round, Snabbit grew from roughly 1,000 daily jobs to more than 10,000 within months, crossed 300,000 total orders, and saw its valuation triple to $180 million in just five months, with reports of a new round that could value it at $350 to $400 million. Incumbent Urban Company has responded by doubling down on its own instant-service offering, and the broader home-services market is estimated at over $60 billion today with room to approach $100 billion by 2030, most of it still offline.

The Infrastructure Layer Nobody Sees

None of this vertical expansion works without a logistics and dark-store technology layer operating quietly underneath every one of these platforms. Companies like Delhivery, Shadowfax, Porter, and Shiprocket provide the last-mile delivery and fulfilment infrastructure that lets a beauty brand, a fashion retailer, or a home-services startup plug into hyperlocal delivery without building a fleet from scratch. As more categories adopt the 10-minute model, this enabling layer becomes as strategically important as the consumer-facing apps themselves, since delivery speed and reliability are what actually make any of these vertical bets viable.

What This Means for Brands

For brands outside grocery and FMCG, this expansion is a genuine signal to revisit assumptions about where quick commerce fits. A beauty, fashion, or wellness brand that assumed 10-minute delivery wasn’t relevant to its category is now competing against dedicated vertical platforms actively building that exact expectation with customers. The categories succeeding here, beauty, pharmacy, and increasingly fashion, share a common thread: high repeat-purchase frequency and products where speed genuinely resolves a moment of urgency or impulse, rather than being a novelty. Brands in adjacent categories are better served evaluating that fit honestly rather than assuming the grocery quick commerce playbook will translate directly.

How AKOI Approaches This

AKOI’s quick commerce marketing team works with brands across categories, not just grocery and FMCG, to evaluate where a 10-to-30-minute delivery presence genuinely fits their purchase behavior, and to build the platform, pricing, and pack strategy that category actually requires rather than copying a grocery-first playbook wholesale.

Conclusion

Quick commerce’s expansion beyond food and groceries into beauty, fashion, pharmacy, and home services isn’t a side experiment, it’s a genuine restructuring of how entire categories expect to reach customers. Beauty’s 160 percent growth, Myntra’s premium brand roster on M-Now, and Snabbit’s valuation trajectory all point the same direction: the 10-minute model is becoming a category-agnostic expectation, not a grocery-specific one. Brands that take this expansion seriously now, rather than treating it as someone else’s trend, are the ones likely to be present when their own category’s version of this shift arrives.

Frequently Asked Questions

Is quick commerce only for groceries in India?

No longer. Quick commerce has expanded into beauty and personal care, fashion, pharmacy, prepared food, and home services, with dedicated platforms like Nykaa Now, Myntra’s M-Now, and Snabbit applying the same rapid-delivery model to their categories.

How fast is beauty growing on quick commerce?

Beauty and personal care sales on quick commerce grew nearly 160 percent year on year, according to RedSeer Strategy Consultants, and brands in the category now allocate 15 to 20 percent of their quick commerce budgets specifically to this channel.

What is Myntra’s M-Now?

M-Now is Myntra’s quick commerce service offering 30-minute fashion delivery, launched in Bengaluru and expanding to other major cities, carrying premium brands including Huda Beauty, MAC, Forest Essentials, and Armani Exchange.

What is Snabbit and why does it matter?

Snabbit is a home services startup applying the quick commerce playbook, hyperlocal micro-markets, predictive demand, dense worker networks, to household chores like cleaning and laundry, delivering trained help in around 10 minutes and growing rapidly in valuation and order volume.

Which categories are best suited to quick commerce expansion?

Categories with high repeat-purchase frequency and genuine urgency or impulse-driven demand, like beauty, pharmacy, and increasingly fashion, tend to succeed, while categories without that same purchase pattern may not see the same benefit from rapid delivery.

What infrastructure supports this quick commerce expansion?

A logistics and dark-store technology layer, including companies like Delhivery, Shadowfax, Porter, and Shiprocket, provides the last-mile delivery and fulfilment infrastructure that lets brands in new categories plug into hyperlocal delivery without building their own fleet.