40% of all FMCG consumption in India to take place through online channels by 2030
India’s fast-moving consumer goods (FMCG) industry is undergoing a major transformation, with online channels expected to account for 40 per cent of all FMCG consumption by 2030, according to a report by RUBIX.
The report highlighted that this change is being significantly driven by the rise of quick commerce, especially in urban areas.
It stated, “By 2030, 40 per cent of all FMCG consumption in India is expected to take place through online channels”.
The report also mentioned that consumers are increasingly giving priority to convenience over cost, and this preference is reshaping the way they purchase daily essentials.
Currently, quick commerce platforms contribute nearly 35 per cent of FMCG companies’ total e-commerce revenue, marking a fundamental shift in the structure of online sales.
Urban shoppers, supported by wider smartphone access and a growing culture of online product discovery, are playing a central role in this digital shift. This trend has also created a strong base for digital-first brands to expand rapidly in India.
Flipkart launches ‘Fashion Spotlight’ to support emerging brands from smaller cities
Flipkart has introduced Fashion Spotlight, a new initiative designed to accelerate the growth of emerging and digitally native fashion brands, particularly those based in Tier-2 and 3 cities. The launch, timed ahead of the festive season when demand typically peaks, is part of the e-commerce platform’s broader strategy to strengthen its presence in India’s expanding consumption markets.
According to Vijay Sharma, Senior Director at Flipkart Fashion, the program addresses challenges faced by smaller fashion entrepreneurs. He noted that innovation for the core Bharat consumer had long been restricted to local tailoring shops and while entrepreneurs were experimenting with fabrics and silhouettes, most struggled due to gaps in market understanding and distribution. Fashion Spotlight aims to fill this gap by supporting early-stage brands through curated discovery, iterative product feedback and guaranteed visibility.
Real Money Out, Esports In
The Parliament of India has cleared the online gaming bill to ban real money online games, citing instances of gambling addiction, money laundering and financial frauds.
The move affects India’s $3.8 billion gaming industry, which has drawn global investors and fostered fantasy sports apps like Dream11, Games24X7 and Mobile Premier League. Additionally, Nazara Technologies Ltd.—the only listed gaming firm in India—is weighing a writedown of its stake in PokerBaazi—an online betting app.
Perplexity unveils Comet Plus: $5 subscription that pays publishers and journalists
Perplexity has announced the launch of Comet Plus, a $5 subscription designed to reshape how publishers and journalists are compensated in the age of artificial intelligence. More than just a product launch, Comet Plus represents a new business model for the internet itself.
For years, publishers have been locked into the outdated economics of clicks and pageviews, a model built for an earlier era of the web. Even as AI reshaped how people consume information—through summaries, answers, and automated assistants—publishers continued to be compensated only for traditional website visits.
Comet Plus changes that. It introduces a three-tier compensation system that rewards publishers for:
- Human traffic (direct readership),
- Search citations (when AI answers are informed by their work), and
- Agent actions (when assistants use content to complete user tasks).
This ensures that journalism and high-quality content are fairly valued across every way users now engage with the web.
Digital Platforms Dominate Festive Buying, 64% Shop Online
Artificial intelligence (AI) is transforming festive shopping habits in India, with a majority of consumers actively seeking AI-driven recommendations, according to The Marketer’s Guide to India’s Festive Season 2025 report released by InMobi Advertising and Glance.
The study found that nearly eight in ten Indian shoppers (79 per cent) rely on AI-powered recommendations for product discovery, personalisation, and purchase decisions. Festive buying sentiment has also reached record levels, with 83 per cent of consumers planning to spend more than last year and average spends expected to exceed Rs 23,000.
Digital platforms are playing a central role in purchase behaviour. About 64 per cent of respondents said they would complete their festive shopping entirely online, while 83 per cent plan to research extensively before making a final purchase. Additionally, three in four shoppers prefer to save offers in apps for later use, highlighting the importance of ongoing consumer engagement.
Advertisers diversifying report up to 214% higher returns
A new study has revealed that brands that diversify their advertisement strategies beyond Meta and Google can boost their returns up to 214%
According to Moloco, an AI performance advertising company, “Return on Ad Spend (ROAS) improved by as much as 214% (Day 30) for consumer mobile app marketers who diversified their media mix to include channels outside Google and Meta”.
However, the report underscored that consumer mobile app advertising spend remains heavily skewed toward Google and Meta, despite shifting user behavior. The mobile app revenue jumped 25% in 2024, yet 88% of the marketing budgets stayed concentrated in big tech platforms only.
BC WEB WISE ARCHIVES
And before I sign off, from our library microscopic photography done to showcase Zenphone’s amazing Camera features, capturing the omnipresence of Lord Ganesh. Additionally, there is a festive playbook designed to help you make the most of this season. Wishing you a very Happy Ganesh Chathurth!
