India’s D2C ecosystem is witnessing a sharp recalibration in how brands think about distribution, and BRND.ME is emerging as a clear case study of how quick commerce D2C has moved from experimentation to meaningful scale. Formerly known as Mensa Brands, the Bengaluru-based consumer brands group now derives over 10% of its net revenues from instant-delivery platforms, signalling a structural shift in its D2C business India playbook.
For BRND.ME, the rise of quick commerce has not been driven by platform hype alone. Instead, it has come from a portfolio-led execution strategy that aligns product design, assortment planning, and merchandising with the realities of instant consumption. Across major platforms such as Blinkit, Swiggy Instamart, Zepto, and BigBasket Now, several of the company’s brands—including MyFitness, PartyPropz, Villain, Botanic Hearth, and TrustBasket—have gained strong traction. Notably, MyFitness and PartyPropz now generate close to 30% of their total sales from q-commerce, underlining how deeply the channel has embedded itself into certain categories.
This momentum places BRND.ME firmly within the latest D2C startups and scaled operators redefining Indian D2C updates. While the group maintains a diversified presence across e-commerce marketplaces, direct-to-consumer India platforms, and offline retail, quick commerce has become its fastest-growing channel. The shift reflects broader D2C market trends 2025, where speed, convenience, and hyperlocal availability are increasingly shaping consumer behaviour.
A key driver behind BRND.ME’s q-commerce success has been its willingness to rethink product formats.
Smaller pack sizes, single-use SKUs, and channel-specific assortments have shown significantly higher conversion rates than traditional D2C formats. According to company data, such SKUs perform two to three times better on instant-delivery platforms, while over 60% of customers reorder within 30 days. Limited pilots—such as single protein bars and select whey variants launched on Zepto—have helped the company test demand elasticity and fine-tune its assortment strategy before scaling.
Operational discipline has also played a critical role. BRND.ME has focused on maintaining consistent availability, faster assortment churn, and tighter inventory alignment across platforms. This approach has enabled products to perform well across both everyday-use and impulse-driven categories, particularly in celebrations and last-minute purchases. The company estimates that it now holds around 80% share of the party supplies category on Indian q-commerce platforms, a segment it entered early and scaled methodically.
Beyond India, BRND.ME has begun exporting this model internationally. In the Middle East, MyFitness and party-led brands are now available on Noon Minutes, marking an early step toward replicating its D2C expansion plans overseas. This aligns with the group’s broader ambition to build globally relevant D2C brands India that can adapt to local fulfilment ecosystems.
Industry forecasts cited by the company suggest that India’s quick-commerce market could grow at over 40% annually through 2030, driven by Tier-2 city penetration and rapid dark-store expansion. Against this backdrop, BRND.ME expects q-commerce to contribute 12–15% of revenues in the near term, reinforcing its position as a core—though not dominant—pillar within a balanced omnichannel strategy.
Founded in 2021, BRND.ME operates across health, wellness, and lifestyle categories in India, the US, and the Middle East. With FY25 net revenues of approximately $165 million and operating cash-flow positivity, the group’s evolution reflects a broader shift visible across D2C daily news and D2C industry news—instant delivery is no longer a side experiment, but a strategic lever for scalable, portfolio-driven growth.
