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An academic/business-school perspective on how ONDC and quick commerce are structurally eroding the decades-old distribution advantage of large FMCG incumbents - directly relevant to whether a small D2C brand still needs to build traditional distribution at all.
FMCG Giants Lose Distribution Edge as ONDC, Quick Commerce Reshape Market
From forbesindia.com by Forbes India / SPJIMR
- ONDC and quick commerce are eroding the distribution moat that large FMCG players built over decades.
- Smaller, newer brands can now access routes to market that used to require years of distributor relationships.
- The shift favours brands that can assemble a hybrid route-to-market rather than build one from scratch.
