FMCG and quick commerce
Quick commerce is the fastest-growing channel in Indian retail and the easiest place to lose money without noticing.
- Blinkit
- Zepto
- Swiggy Instamart
- BigBasket
- Amazon
- Flipkart
- Meta
Three problems specific to this business
Ad spend running in pin codes with no stock
Blinkit serves ads where the nearest dark store holds inventory. Spend outside that footprint buys impressions that could never have become orders, and no dashboard flags it because availability and advertising are different systems.
RoAS reported on MRP, not net realised price
After platform-funded and brand-funded discounts, the reported figure can overstate reality substantially. Decisions get made on it anyway.
Listing and visibility fees consume margin before media starts
By the time you calculate RoAS, a meaningful share of the margin has already gone to fees that never appear in the ad platform's reporting.
What we report against
Not impressions, and not cost per lead. These decide whether the marketing paid for itself.
- Net-value RoAS
- In-stock % by pin code
- Fill rate
- Share of shelf
- DRR per store
- Contribution margin per SKU
What comrAD does here
Gates every bid on live availability and recomputes RoAS on net realised value — the two things that decide whether quick commerce is profitable.
Rules we work inside
These shape what you are allowed to say, and we build creative to them from the start.
- FSSAI labelling requirements
- Legal Metrology declarations
- Shelf-life and batch management across dark stores
Asked in this sector
It can be, and it frequently isn't, and the difference is rarely the media. It turns on basket size, listing and visibility fees, discount funding split, and whether your SKUs are stocked in enough dark stores to justify the spend. We would rather model that with you in the diagnostic than take a retainer on a channel that cannot work for your category.
Thirty minutes on your account. No deck.
We'll come with two or three specific things we'd change, whether or not you work with us.