India, Aug. 19 -- For D2C consumer brand Hammer Lifestyle, quick commerce is not a channel for replicating its entire ecommerce catalogue. Instead, the electronics brand prioritises immediate-need products such as cables over high-consideration purchases such as premium headphones.

The choice is shaped by how consumers shop on quick commerce platforms and the limited shelf space available in dark stores, founder Rohit Nandwani said at Inc42's 'The D2C & Retail Summit'.

Nandwani said Hammer recognised the channel's potential in 2023 after he saw a smartwatch being ordered on Blinkit as a Rakhi gift. The incident demonstrated how quick commerce was expanding beyond food and groceries into electronics accessories and other products consume...