New Delhi, May 22 -- Your favourite packaged goods might soon look different depending on whether you are buying from a kirana store or online. Some differences, indeed, have already begun to appear.

Large fast-moving consumer goods (FMCG) companies such as Marico, Zydus Wellness and Godrej Consumer Products, even ice-cream makers such as Baskin Robbins are creating special versions of their products for buyers on quick-commerce platforms-from new variants to more premium offerings. Some are even testing new products there based on preferences of the urban online shopper.

For instance, Marico, which sells edible oils, hair oils and oats, will take more gourmet variants of its oats to quick commerce, even as its honcho said it is looking...