HUL doubles quick commerce sales in FY26, e-commerce grows over 25%

Hindustan Unilever Ltd. is seeing a clear shift in how its products are being bought, with sales from hyperlocal delivery platforms doubling in FY26 and e-commerce growing over 25%, signalling a strong acceleration in its digital and omni-channel strategy.

The company’s leadership says this is not incidental but the result of deliberate investments in newer channels alongside its traditional distribution network. “We have a dedicated team now for quick commerce and e-commerce, and we are also investing in general trade capabilities,” said MD and CEO Priya Nair on Thursday.

That shift is also visible in how the company is structuring its operations. Alongside its push into digital channels, HUL has created focused teams for open-format stores and chemist channels, both of which are seeing strong growth within traditional trade.

HUL’s e-commerce business recorded over 25% turnover growth in FY26. The company attributes this to a mix of digital-first assortments, sharper demand generation using data, and improved product availability across platforms.

The company is no longer treating digital as an add-on channel but as a core growth driver, integrated with its offline network. “Building capabilities across channels and strengthening execution is enabling us to step up growth, and this strategy is now beginning to show outcomes,” Nair said.

At the same time, HUL is reworking its go-to-market approach to capture the rapid rise of quick commerce. The company has set up a dedicated organisation for the channel, reflecting how differently it needs to operate compared to traditional trade.

“Essentially a quick commerce organisation has been created, which is working well for us, to focus on driving our capability building, for what is right for that channel,” Nair said.

This has meant investing across the entire value chain, from demand generation to supply and technology. “So we just focus on both the demand generation side in terms of how we market availability, supply, technology, and really the end to end go to market and ensuring that we are able to build our capability to serve quick commerce, very different from how we will serve general trade.”

Even as it leans into emerging channels such as quick commerce, HUL is not pulling back from its core. It continues to invest in general trade capabilities, aiming to keep its extensive distribution network competitive while layering digital growth on top.

The company has not disclosed specific revenue contributions from quick commerce and e-commerce, though some estimates suggest these channels accounted for around 3% of its top line in the third quarter.

For the full year, HUL reported turnover of ₹63,763 crore, up 5%, with underlying volume growth of 4%. Annual reported profit stood at ₹10,652 crore.