FMCG quick commerce market intelligence
We built a comprehensive market intelligence system for a leading Indian FMCG conglomerate to track 200+ SKUs across every serviceable pincode in India on three major quick commerce platforms, providing actionable insights for sales and distribution strategy.
- Client
- Indian FMCG Conglomerate
- Industry
- Fast-moving consumer goods
- Services
- Web scrapingData analysisData science services
About the client
A leading Indian FMCG conglomerate with hundreds of SKUs across multiple product categories nationwide
The challenge
With India's rapid quick commerce expansion, the client had listed hundreds of SKUs across major players like Blinkit, Zepto, and Swiggy Instamart. However, they lacked a unified view of real-time product visibility, platform-wise coverage, and region-specific availability. Unlike typical engagements that focus on a few cities or key SKUs, the client wanted to track 200+ SKUs (including competition) across every serviceable pincode in India on three major quick commerce platforms. The objective wasn't just price and availability tracking: it was about extracting deep competitive and market intelligence to power decisions related to sales, distribution, and regional strategy.
Our solution
- 01
Large-scale web scraping infrastructure
- Engineered platform-specific crawlers optimized for pincode-level granularity, running across thousands of SKUs and regions.
- Implemented parallel scraping architectures and distributed scheduling to manage load and ensure timely data capture across the country.
- 02
Data lake + semantic layer design
- Consolidated the data into a structured repository with schema support for SKU, brand, pincode, platform, timestamp, availability, MRP, and selling price.
- Built an abstraction layer for analytical queries and KPI calculation (availability %, penetration %, city-level product presence, etc.).
- 03
Advanced availability & penetration analytics
- Availability: Measured product visibility in each serviceable pincode.
- Penetration: Calculated the ratio of the client's product availability across all operational pincodes on each platform.
- Competition Mapping: Identified gaps where competitor SKUs were listed but client SKUs weren't, supporting geo-targeted sales strategies.
- Platform Activity Mapping: Identified all pincodes where platforms were operational vs. non-operational, valuable for route-to-market planning.
- 04
Market intelligence dashboard
- Delivered a dynamic dashboard to slice and dice data by Brand, SKU, Platform, State, City, Region, and Time Range.
- Equipped client teams with automated alerts, benchmark comparisons, and trend charts to spot pricing inconsistencies or growth opportunities.
The impact
- Expansion opportunities
- 2,500+ pincodes identified
- Improved product penetration
- ~10% increase in 8 weeks
- Faster decision making
- From ~14 days to <24 hours
- Manual effort reduction
- ~70% decrease
- Geo-targeted action plans
- 35+ Tier 2/3 cities identified
Improvements are approximate.
The solution provided unprecedented visibility into the client's quick commerce footprint, revealing 2,500+ pincodes where competitor products were live but client SKUs were not. This intelligence led to a ~10% increase in product listings across serviceable pincodes over 8 weeks. The system mapped 9,000+ pincodes where platforms are inactive, helping refine the go-to-market strategy. Decision-making speed improved dramatically, with insight turnaround time reduced from ~14 days to less than 24 hours, while internal teams experienced a ~70% decrease in time spent on data collection and reporting. Most importantly, the system identified 35+ Tier 2/3 cities for focused sales expansion based on competitive presence analysis.
“The market intelligence dashboard has transformed our quick commerce strategy. The pincode-level visibility across platforms has revealed opportunities we didn't know existed and helped us close competitive gaps much faster.”
