India, July 25 -- Amid the rapid growth seen in the quick commerce sector in the country, Veeba founder and MD Viraj Bahl said that general trade (GT) is the most important channel for founders looking to build a profitable FMCG brand.

"GT is where you earn money. GT is where a brand is built," Bahl said at Inc42's 'The D2C & Retail Summit'. He was speaking at a fireside session with Huddle Ventures founding partner Ishaan Khosla.

While D2C and retail brands across sectors are chasing fast growth via quick commerce platforms like Blinkit, Zepto, and Instamart, Bahl's thesis flips the narrative. Despite Veeba leading in multiple categories across online platforms, he made it unequivocally clear that GT - the network of kirana stores - br...