India, July 25 -- Innovist founder and CEO Rohit Chawla believes quick commerce is not the best place to build a brand today.

"It's very hard to build a brand on quick commerce," said Chawla at Inc42's 'The D2C & Retail Summit', pointing out that the space is still evolving and costly to operate. "Ecommerce has taken about two decades to find its place in India and is now fairly efficient. But quick commerce is still new."

Chawla said that high operational costs for the quick commerce channel often get passed on to the brands. He added that platforms prefer stocking proven bestsellers, which limits opportunities for newer brands.

"To be listed, sellers must already be performing well on platforms like Amazon," he said. "Even before lau...