Bengaluru, Jan. 26 -- India's consumer brands are rapidly shifting digital advertising budgets from traditional e-commerce platforms such as Amazon and Flipkart to quick-commerce apps, driven by higher purchase conversions and signalling a structural change in online growth strategies.

Brands spanning food, wellness, and personal care say they are now allocating up to half of their digital ad spends to quick-commerce apps such as Blinkit, Swiggy Instamart, and Zepto, as sales velocity and return on ad spends improve sharply.

Protein powder and supplements maker Wellbeing Nutrition, backed by FMCG major Hindustan Unilever Limited (HUL), now spends 55% of its marketing budget on quick commerce, versus 30% six months ago, its founder Avnis...