New Delhi, Aug. 27 -- For Swiggy Instamart, Zepto, and Tata Group's BigBasket, this year's festive season isn't just about bigger baskets and last-minute gifting. The quick-commerce platforms are using the high-spending period to double down on a strategy that could give them an edge.

While Swiggy and Zepto are aggressively pushing their own brands of ready-to-eat snacks and home essentials, BigBasket is ramping up its Fresho and BB Royal lines of fresh produce and staples, industry executives told Mint.

Such in-house brands or private labels are often sold at lower prices but contribute higher revenues given their higher margins. The festive season, typically dominated by big-ticket purchases, also sees consumers experimenting with new...