Quick commerce fuels niche D2C boom in smaller cities

Rapid expansion of quick commerce into smaller cities and towns is fuelling demand for niche direct-to-consumer (D2C) brands in categories ranging from intimacy products and sexual wellness to curly hair care and fitness accessories, where convenience and discreet delivery are key drivers.

While metros have traditionally been the mainstay for these new-age brands, tier II and III cities now account for a rapidly growing share of their sales amid greater online access and faster delivery, multiple brand founders, quick commerce platforms and analysts…