India's largest FMCG firm, Hindustan Unilever Limited (HUL), has seen rapid growth in quick commerce (Q-commerce), which now accounts for one-sixth of its e-commerce sales, according to CEO Rohit Jawa. Q-commerce, driven by platforms like Swiggy Instamart and Blinkit, is growing faster than other trade channels, highlighting its rising importance in HUL's distribution strategy. E-commerce itself represents 7% of HUL’s total sales, with Q-commerce leading the charge, growing 77% in 2023—five times faster than overall e-commerce growth.