For a parent preparing for a newborn, a last-minute hospital bag purchase and a carefully planned baby bedding purchase serve very different needs. The former could benefit from delivery within minutes; the latter may involve comparing products, materials and prices before placing an order.

For Jaipur-based baby essentials brand Moms Home, understanding this distinction has been central to building its quick commerce business.

The D2C brand, which sells organic cotton and bamboo-based clothing, swaddles, bedding and other essentials for children up to five years old, entered quick commerce in early 2025. 

Within a year, revenue from the channel rose from about ₹1 Cr in FY25 to ₹10 Cr in FY26, accounting for nearly 30% of its ₹35 Cr annual revenue. The FY25 figure, however, represents only the initial months following its launch on quick commerce platforms.

The growth has since accelerated. According to figures shared for this story, Moms Home is now selling approximately 45,000 kits a month on quick commerce, with monthly sales approaching ₹5 Cr.

Even as revenues have climbed, Moms Home’s contribution margins on quick commerce have declined from 20-25% initially to 10-15%. The brand has also had to navigate unpredictable product demand across cities, delays in platform warehouse replenishment and the risk of unsold inventory.

For cofounder Kumar Vaibhav, the experience has reinforced a distinction that is becoming increasingly important for D2C brands: getting listed on quick commerce platforms may expand distribution, but it does not guarantee that products will sell, let alone profitably.

In an exclusive conversation for The Quick Commerce Code by Inc42 and Nitro Commerce, Vaibhav discussed how Moms Home reworked its assortment, packaging and inventory operations for quick commerce, the role of brand trust in driving sales and the challenges of sustaining growth as the channel matures.

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