D2C Brands Should Use Quick Commerce Gains To Scale General Trade: Veeba’s Viraj Bahl

Viraj Bahl, founder of Veeba, contends that quick commerce-driven brands should leverage the gains from the quick commerce channel to expand their presence in general trade in India. Bahl emphasized that while quick commerce has become essential for B2C, brands that have scaled to ₹100 Cr are not utilizing the runway generated from 10-minute deliveries to scale their general trade.

At Inc42’s ‘The D2C & Retail Summit 2026’, Bahl highlighted that quick commerce is an important revenue channel and growth driver for Veeba, accounting for around 8%-10% of the company’s revenue. The sauce and condiment maker sells its products through platforms like Blinkit, Zepto, and Swiggy Instamart, but traditional kirana stores constitute more than 70% of Veeba’s business.

Bahl believes that quick commerce can enhance visibility and consumer discovery, subsequently supporting the expansion of brands in general trade. He also mentioned that quick commerce and general trade can grow concurrently, creating momentum for emerging consumer brands. Veeba’s past mistakes, such as its venture into the child nutrition segment, taught the company to be cautious about marketing expenditure when entering new categories.

Bahl also hinted at a potential exploration of the high-protein condiments category, with plans to test the proposition in smaller markets before aggressive expansion.