Beauty Retailer Nykaa Launches 10-Minute Delivery Pilot
According to reports, Beauty retailer Nykaa has launched a 10-minute delivery pilot in Borivali, Mumbai. The rapid growth of quick commerce is disrupting multiple product categories, pushing vertical players to find ways to drastically speed up deliveries.
Direct-to-consumer meat brand Licious is piloting deliveries of ready-to-eat food items in certain locations in Gurgaon in about 15 minutes, though its promise remains half-an-hour delivery. Meanwhile, top fashion platform Myntra is piloting a 4-hour delivery plan in four cities, including New Delhi and Bengaluru.
Nykaa is currently testing quick commerce at a time when beauty has become one of the highest-grossing categories on fast delivery platforms like Blinkit, Zepto, Swiggy Instamart, and BigBasket’s BB Now.
The beauty retailer based in Mumbai plans to expand its coverage to include additional pin codes in the city, enabling 10-minute delivery.
According to reports, it plans to update its platform extensively to launch the service in more locations. The service is also likely to have a separate brand name.
Beauty in select stock-keeping units (SKUs) is seeing one of the fastest growth rates among the new-to-quick commerce segments
The CEO of a top quick commerce player says, “Beauty in select stock-keeping units (SKUs) is seeing one of the fastest growth rates among the new-to-quick commerce segments.”
Horizontal quick commerce platforms like Blinkit and Zepto are expected to maintain a strong position in grocery deliveries, but there is potential for vertical platforms in quick commerce that offer a wide variety of products and have strong relationships with suppliers.