New Delhi, June 16 -- India's new consumer brands are reaching the coveted Rs.100-crore revenue milestone faster than earlier as quick commerce reshapes how products are discovered, purchased and scaled.

Direct-to-consumer brands such as Beyond Appliances, Underneat, SuperYou, and Palmonas are among a new crop of startups that have reached the milestone in as early as 15 months, according to industry executives and experts.

This marks a shift from earlier generations of brands, which often took two to four years to achieve a similar scale. Meat and seafood retailer Licious, for instance, took about four years to cross the Rs.100 crore revenue mark in FY20.

"Building a Rs.100 crore brand is much easier today than it was five years ago. ...