Analysis · Commerce & Consumer Brands

Veeba founder advises using quick commerce for general trade

By Startup Enthusiast · 19 August 2026

What they do

Quick commerce contributes 8-10% of Veeba's revenue, while general trade accounts for over 70%

Founder Viraj Bahl advises D2C brands to leverage quick commerce gains to scale general trade

Veeba may explore high-protein condiments, testing in smaller markets first

Viraj Bahl, founder of Veeba, spoke at Inc42's 'The D2C & Retail Summit 2026' on 19 August 2026.
He shared that quick commerce (instant delivery platforms) contributes 8%-10% of Veeba's revenue.
General trade (kirana stores) accounts for over 70% of Veeba's business.
Veeba's annual revenue is over ₹1,000 crore.
Bahl advises D2C brands to use quick commerce gains to scale general trade.
Veeba may explore high-protein condiments and test them in smaller markets first.
Veeba discontinued its child nutrition brand V-Nourish in 2021 after losses from heavy marketing.
Veeba now imposes stricter limits on marketing expenditure when entering adjacent categories.

Veeba is a sauce and condiment maker operating as a D2C brand.
It sells through Blinkit, Zepto, and Swiggy Instamart.
General trade (kirana stores) contributes over 70% of its business.
Quick commerce contributes 8%-10% of revenue.
Veeba's annual revenue is over ₹1,000 crore.
The company previously launched a child nutrition brand V-Nourish but discontinued it in 2021.
Veeba now limits marketing spend when entering new product categories.

Veeba may explore high-protein condiments and test them in smaller markets first.
Bahl advises D2C brands to use quick commerce gains to scale general trade.
Veeba will impose stricter limits on marketing expenditure when entering adjacent categories.