Nykaa pilots 10 minute deliveries in Mumbai’s Borivali

Multi-brand beauty and fashion giant Nykaa has begun piloting 10 minute delivery services in Mumbai’s Borivali area. As consumer demand for quick commerce continues to increase, the omni-channel business looks to tap into the segment for growth.

“Certain low-priced items such as kajal pens, foundations, or daily use skincare items are finding traction on quick commerce… and platforms such as Nykaa stand to loose,” a senior executive in the quick commerce sector told the Economic Times. “Same goes for other categories such as fashion, home décor… where more vertical platforms will do quick deliveries.”
 
Quick commerce has been one of the main market disruptors in the Indian consumer market in recent years. Shoppers in select metro locations can now purchase goods ranging from personal care products to electronics for swift deliveries from dark store locations within the cities. After businesses such as Zepto and Blinkit have started to include more fashion and beauty products on their own platforms, specialist retailers are keen not to lose out on business.
 
Following the Borivali pilot programme, Nykaa is expected to expand the service to additional pin codes within the Mumbai metro area, ET Tech reported. The programme could also be given a separate brand name.