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Festive supply chains go hyperlocal as brands move inventory closer to consumers

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Festive supply chains go hyperlocal as brands move inventory closer to consumers

Festive supply chains go hyperlocal as brands move inventory closer to consumers

Retail brands are doubling down on quick-commerce inventory, dark stores and forward fulfillment as faster delivery becomes a consumer expectation and festive demand peaks across channels.

Bengaluru: Retail brands are moving inventory closer to consumers ahead of the festive season, expanding quick-commerce allocations and strengthening local fulfilment networks as they prepare for sharper demand spikes and tighter delivery timelines. The shift is no longer limited to groceries and everyday essentials. Premium kitchen appliances, beauty, wellness and fashion are increasingly part of the quick-commerce basket, prompting brands to rethink where they hold inventory and how quickly they can replenish products. Wonderchef, for instance, has doubled its dedicated quick-commerce inventory allocation compared with last year and is increasing the depth of fast-moving products across regional clusters to support quicker replenishment during the Dhanteras and Diwali rush. Advt

The company is live across more than 3,000 dark stores through its quick-commerce partners and is expanding into tier 2 growth hubs, said Ravi Saxena, founder and CEO of Wonderchef. 5x to 3x growth in quick-commerce festive volumes compared to last year,” Saxena said, adding that premium lifestyle products are contributing a larger share of the basket. Personal blenders, air fryers, coffee machines and ceramic and cast-iron cookware are among the categories seeing traction. The company has also calibrated its festive catalogue around price points of Rs 999 to Rs 3,499, with ready-to-gift products and cookware sets aimed at shoppers looking for last-minute festive purchases.


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