Is Quick Commerce the New Test Kitchen for CPG Brands? | Ft. Radhika Butala

Quick commerce is reshaping how CPG brands think, create, test, and scale new ideas. From sachets designed for impulse moments to flavours inspired by regional cravings, platforms like Blinkit, Zepto, Swiggy, and more are turning into real-time innovation labs.In this episode, host Shreshta Joy sits down with Radhika Butala, Founder and CEO of The Better Collective, to unpack how brands are using quick commerce to experiment in the wild; testing formats, learning from live data, spotting emerging trends, and reaching hyper-local audiences without massive spend.We get into:• Why quick commerce is now the easiest way to test flavours, formats, bundles, and pack sizes• How sachets, single-serves, and refill packs drive trial and premiumisation• The rise of private labels and what national brands should watch out for• How regional tastes are shaping NPD, from grandma-inspired recipes to city-specific variants• Why omnichannel strategy remains non-negotiable, even in a 10-minute delivery world• The quick-commerce tactics brands should lean into in 2026 and the ones that are overhypedIf you're building a modern CPG brand, this episode gives you a front-row seat to how quick commerce is turning into the biggest innovation shift the industry has seen in years.