New Delhi, Jan. 20 -- Reliance Retail's hyperlocal delivery arm JioMart is scaling up its quick commerce business by adding stores and expanding delivery coverage. But despite strong growth, several premium categories remain underdeveloped, leading brands to treat the platform as a secondary sales channel.

Premium brands-typically priced 15% to 30% higher than mass-market products-continue to favour established quick commerce players that offer broader reach, higher order volumes, and stronger consumer recall.

Several premium categories like wellness, healthy snacking, and nutritional supplements are yet to mature given JioMart's late entry in the instant grocery delivery space, said Satish Meena, analyst at market research firm Datum I...