Consumers are moving back to brick-and-mortar stores to buy expensive items such as smartphones and televisions. But the opposite is observed in the case of FMCG products. For fast-moving consumer goods (FMCG), companies like ITC, Emami, Marico, Parle Products and Dabur have reported a growth of 3-5% percentage points in ecommerce contribution in the last one-two years, driven largely by quick commerce.
