New Delhi, Feb. 22 -- Some of India's most prominent packaged consumer goods companies that spent decades finetuning their distribution and supply chain models are embracing the new bunch of upstarts looking to disrupt their operations.

What could have been a battle pitting David versus Goliath-or fast-moving consumer goods companies versus quick-commerce startups-is playing out as a story of collaboration rather than competition.

Even FMCG giants such as Godrej Consumer Products Ltd, Marico Ltd, and Dabur Ltd are learning to adapt to what will work best on quick-commerce platforms, although these startups are yet to pose a major threat to their business or offer a significant opportunity.

Godrej Consumer Products, for example, had des...