India, Nov. 10 -- Quick commerce has tilted the balance for India's beauty and personal care (BPC) brands. So much so, that some brands are now entirely reliant on quick commerce for growth and reevaluating how much they should invest in horizontal marketplaces.

At roughly $1 Bn in annualised gross merchandise value (GMV), sales of beauty products on quick commerce is growing by about 90% a year, according to Redseer. Separately, Elara Securities estimates the channel will grow to 25-30% of online BPC sales by FY30.

Karan Taurani, executive vice president at Elara Capital, says that BPC as a category was a natural progression for quick commerce platforms after they had figured out the grocery supply chain. "Beauty has got a very premium...