WEDNESDAY, 7 OCTOBER 2026

QHAAT

Today in Indian Retail

Ecommerce

ITC Nestle widen own e-stores with 30% discounts

FMCG majors expand direct platforms to more cities to cut marketplace fees and lock in shoppers before festive stocking.

, Editor··4 min read

Stacked cartons of packaged foods on a warehouse floor under strip lighting
Stacked cartons of packaged foods on a warehouse floor under strip lighting

ITC, Nestle, Amul, Dabur and Marico are rolling out their own ecommerce sites to additional cities and offering discounts of up to 30 percent, according to reports dated 29 August 2026. The push aims at new customer acquisition, full-range stocking and subscription trials that marketplaces cannot match.

Nestle has added Mumbai after Delhi-NCR and Bengaluru, using Delhivery for fulfilment. ITC tied up with a rewards platform for acquisition. Dabur lifted direct pin-code coverage to 19,000. Amul is exploring its own quick-commerce layer off existing outlets.

Kirana and modern trade buyers feel the pinch first. A neighbourhood store that once moved full cases of Nestle or ITC staples now sees households shift trial packs and repeat orders online at deep cuts. Dark-store pickers for Blinkit or Instamart lose some high-margin private-label adjacency when brands pull volume direct.

Own e-stores with 30 percent cuts let FMCG majors bypass marketplace fees and own the customer data.

The move helps brand P&Ls by reclaiming margin from Amazon and Flipkart take rates while squeezing pure marketplace sellers of the same SKUs. It pressures quick-commerce platforms that relied on these FMCG giants for assortment density and AOV.

Track festive sell-through and any Q2 commentary on direct-to-consumer contribution. Watch whether Amul’s outlet-backed delivery actually launches before Diwali.

Filed under Ecommerce·Ananya Rao

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