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Rishabh Shukla builds RevQ and works on consumer brands and quick commerce. On the week's argument about own brands: Blinkit has one, Whole Farm, mostly in staples, while Instamart's Noice and Nectr run across many more categories.
Rishabh Shukla
This week, there was a lot of POV on Blinkit vs Instamart w.r.t choice of private label (PL) or own brands.
Firstly, this myth that Blinkit doesnt have a PL is false. Whole Farm is their PL, primarily in staples.
Noice and Nectr from Instamart operate in a much wider set. Noice has quite the following too. Its definitely executed well.
And its not like PL is a new concept to QuickCom. It has been a key part of modern retail, and has picked up significantly in the last 20-30 years across the globe.
Established brand houses (like Unilever, P&G, Nestle, Pepsico, Marico etc) have understood this from their retail buildup experience for decades.
And from my own time working as Brand & Strategy consultant with many majors, have worked extensively on this PL threat.
And the mantra to success is easy to articular, tough to execute:
The crux to brand building is constant innovation for the right consumer insight and problem solving it with state-of-the-art execution.
Rishabh Shukla's post on X, curated on eChai
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