Decoding digital marketing secrets in India’s food e-commerce landscape

India’s food e-commerce sector is in the middle of an exciting shift. What began as a simple grocery delivery model has evolved into a fierce competition for consumer attention, innovative marketing strategies, and hyper-local tactics. 

While large platforms such as Blinkit, Zepto, and Swiggy Instamart continue to dominate conversations, the digital marketing playbook is getting rewritten behind the scenes, often in ways that go unnoticed. 

Here is a closer look at some of the most effective, and in some cases unexpected, strategies that are helping brands cut through the clutter in this fast-moving space.

Quick commerce listings: the new front shelf battle

Ask any shopper what they bought last evening, and chances are it came from the top row of their quick commerce app. Much like FMCG brands once fought for eye-level shelf space in supermarkets, they compete for prime visibility on apps like Blinkit and Zepto.

Brands are paying for top listings in product searches, home screens, and curated carousels. This is often based on time of day, location, and buying behaviour. 

A chocolate brand might bid for top placement in residential neighbourhoods around 9 pm when cravings strike, while a breakfast cereal might aim for early morning visibility in working professionals' hubs.

It is a smart move, but not without nuance. Some apps display ‘low stock’ labels or use urgency tags to nudge purchases. While such tactics can spike conversion rates, overuse can backfire. 

Consumers of today possess knowledge and are susceptible to manipulation. Brands that combine clever placement with honest messaging, like product benefits or reviews, tend to build longer-term loyalty.

In 2023 alone, Zepto saw a 400% increase in ad revenues, much of it driven by brands fighting for these prime digital real estate spots. For example, a start-up selling artisanal cookies in Delhi used this approach to target localities during chai time. Their visibility during that one-hour window boosted conversions by over 40% weekly.

Swiggy Instamart’s in-app influencers: real people, real impact

Swiggy Instamart has added a new twist to influencer marketing by embedding content within the app, often featuring home chefs, recipe creators, and micro-influencers with niche followings. These are short, focused recipe clips placed where users are browsing for ingredients.

Let us say a shopper is adding paneer and spices to their cart. Just below, they might see a 30-second recipe for paneer tikka, featuring a particular brand of masala or ghee. This seamless integration does not feel like a promotion. It feels like a helpful nudge, exactly when the consumer decides.

A small ghee brand from South India did just this. Collaborating with a local chef known for her traditional sweet recipes, they ran a campaign featuring besan laddoos made using their ghee. Thanks to the visibility and relatability of the content, sales jumped by 30% in just 10 days.

This model works particularly well for regional or lesser-known brands that might get lost in the noise elsewhere. For example, a brand selling cold-pressed coconut oil in Kerala worked with a Malayali food blogger to showcase its use in cooking and haircare, doubling engagement within two weeks.

WhatsApp grocery: India’s hyper-local engine

While large e-commerce platforms expand their reach, India’s local Kirana stores have quietly built their digital networks through WhatsApp. Yes, the same app used for family chats and school groups is now a full-fledged grocery delivery tool in many cities and small towns.

Here’s how it works: Kirana shopkeepers broadcast messages with daily product lists, festival combo packs, and order reminders. Customers respond through chat or voice notes, and deliveries typically take place within a few hours. There are no apps, no friction, just familiarity.

What is interesting is how brands are now starting to integrate themselves into this ecosystem. Instead of trying to outmarket the Kiranas, they are supporting them.

 Saffola, for example, has experimented with WhatsApp chatbots to share quick recipes and special offers that Kirana store owners can forward to their customer lists.

In another example, a regional masala brand in Maharashtra launched a festive campaign where store owners received customised WhatsApp creatives with product combos and local language messaging. Orders from those areas went up by 25% during Diwali week alone. This form of distribution might not make headlines, but it is remarkably effective, especially for repeat purchases and seasonal spikes.

What’s driving all this? Understanding the Indian buyer

The Indian food shopper is digitally savvy but emotionally rooted. They want convenience, but they also want familiarity, trust, and context. This is why big-banner ads on social media alone don’t work. Timing, format, and the relevance of the message are crucial factors.

A family ordering organic baby food may look for certification and ingredient details right on the app screen.

Someone ordering snacks for guests on short notice might go by visibility and reviews. A Kirana loyalist might wait for a personalised voice note recommending a new cooking oil.

Understanding the customer at a micro-level and catering to their current needs through quick commerce apps, recipe videos, or WhatsApp chats is the key to success.

Conclusion

India’s food e-commerce space is anything but one-dimensional. It is a mixed economy of flashy platforms, quiet neighbourhood stores, large digital spending, and informal communication. And that is exactly why it works.

Brands that want to grow here need to stop choosing between scale and intimacy and embrace both. 

Whether bidding for visibility during snack hours, working with local chefs for in-app videos, or empowering Kiranas through WhatsApp, the brands making the biggest impact are those that combine data with empathy. What is the key to successfully entering this market? Show up smartly, speak clearly, and don’t forget the human touch.

(Our guest author, Chandan Bagwe, is the Founder and MD of C Com Digital, a digital-first marketing agency that specialises in delivering innovative solutions in the digital landscape.)