Analysis · Commerce & Consumer Brands

Hammer founder discusses quick commerce strategy

By Startup Enthusiast · 19 August 2026

What they do

Hammer Lifestyle sells electronics accessories like cables and smartwatches

Founder Rohit Nandwani spoke at a panel on quick commerce as a sales channel

The brand prioritises immediate-need products on quick commerce due to limited shelf space

Hammer founder Rohit Nandwani spoke at Inc42's 'The D2C & Retail Summit' on a panel titled 'Is Quick Commerce A Margin Trap?'.
Nandwani said Hammer prioritises immediate-need products like cables over high-consideration items like premium headphones on quick commerce platforms.
The reason is limited shelf space in dark stores and consumer behaviour — high-consideration purchases are less likely to be impulsive.
Nandwani realised quick commerce's potential in 2023 after seeing a smartwatch ordered on Blinkit as a Rakhi gift.
The panel also included 4700BC cofounder Chirag Gupta, Longway cofounder Ritish Garg, and Nitro Commerce cofounder and CEO Umair Mohammad.
The session was moderated by Commercify360 founder and managing director Renu Bisht.
The panel examined whether quick commerce can be a profitable channel for consumer brands.

Quick commerce is expanding beyond food and groceries into electronics accessories and other immediate-need products.
Gupta said consumers are shifting from traditional retail to quick commerce because they value speed and convenience, especially for impulse buys like snacks.
Gupta said quick commerce can help newer brands that struggle with costs and complexity of building traditional distribution networks.
Gupta said brands can offset some costs by removing distributors — quick commerce platforms allow direct supply to dark stores, saving the 8-10% margin traditionally paid to distributors.
Gupta said 4700BC is contribution-margin positive on quick commerce.

Hammer Lifestyle is a consumer electronics brand that sells products like cables, smartwatches, and headphones.
The brand prioritises immediate-need products like cables over high-consideration items on quick commerce platforms.
Hammer sells through quick commerce platforms such as Blinkit.
The company targets impulse buyers who value speed and convenience.