?Ç£Quick commerce is not just fast, it?ÇÖs the future,?Ç¥ said Nischay Madnani, Founder & CEO of Shryoan Cosmetics, in a compelling keynote at the IMAGEXX Summit 2025 held in Delhi. Addressing a packed room of industry professionals and fellow entrepreneurs, Madnani shared his brand?ÇÖs journey and laid out a bold vision for how rapid delivery and digital-first strategies are transforming the Indian beauty landscape. Standing at the Intersection of Speed and BeautyTaking the stage with candor, Madnani acknowledged the novelty of being on ?Ç£this side of the podium?Ç¥ for the first time. But any nervousness was quickly replaced by insight as he dove into the key theme of his talk ?Çô ?ÇÿQuick Commerce (QCommerce) ?Çô which he described as ?Ç£ultrafast, impulse-led shopping that delivers gratification in under 30 minutes?Ç¥. ?Ç£From Blinkit to Zepto, it?ÇÖs no longer just food or essentials. You can now buy your favourite lipstick in the time it takes to brew a cup of tea,?Ç¥ he said, eliciting murmurs of agreement from the crowd. Shryoan?ÇÖs Evolution: From Offline to 30-Minute DeliveryFounded in 2019 just before the pandemic, Shryoan began as an offline-first cosmetics brand. But the COVID era pivot to digital platforms gave it a renewed direction. ?Ç£We were forced to go digital, and that changed everything. Today, we?ÇÖre present across every ecommerce and Quick Commerce platform,?Ç¥ he shared. Madnani cited one unlikely product as a case study: ?Ç£We are among the top three sellers of sindoor in India, traditionally an offline-dominated product, because of our online push.?Ç¥ The Psychology of Impulse and the Power of PlatformsMadnani explained that QCommerce thrives on impulse-driven behaviour, particularly among urban consumers. ?Ç£It?ÇÖs 9 pm, you realize you?ÇÖre out of kajal before a party, and 15 minutes later it?ÇÖs at your door. That?ÇÖs the kind of shift we?ÇÖre talking about.?Ç¥ He revealed that 65% of beauty buyers in India now prefer online platforms, a figure driven by convenience, smartphone adoption, UPI-based payments, and influencer marketing. ?Ç£Earlier, it was word of mouth. Now it?ÇÖs word of WhatsApp. Share a link, and the lipstick is yours in minutes.?Ç¥ Tier 2, Tier 3and Total Market PenetrationThe most exciting opportunity, according to Madnani, lies in QCommerce?ÇÖs expansion into Tier 2 and Tier 3 cities. Platforms like Zepto are opening dark stores across India, offering brands like Shryoan new reach. ?Ç£Reordering, trial products, and even urgent restocks can now happen in 10 minutes. That?ÇÖs not just convenienceit?ÇÖs a business advantage.?Ç¥ Virtual Try-Ons and AI-Powered PersonalizationMadnani also addressed the evolving role of AI in beauty retail. ?Ç£If a customer can virtually try on lipstick shades using AI, matched to her skin tone ?Çô that?ÇÖs personalization at its best. It reduces friction, drives conversions, and builds brand loyalty.?Ç¥ AI also aids visibility and placement of SKUs on Quick Commerce apps. ?Ç£In beauty, visibility drives sales. You don?ÇÖt buy a lipstick until you see the colour. Now, you can see it virtually, on your own face, before you even click ?ÇÿAdd to Cart?ÇÖ.?Ç¥ Live Shopping, Short Videos, and WhatsApp: The New Checkout LaneMadnani highlighted the emergence of live shopping formats, WhatsApp marketing, and shortform video content as key drivers of QCommerce success. ?Ç£The simplified checkout process, the storytelling through influencersit all builds towards a frictionless, satisfying experience,?Ç¥ he said. Conclusion: Speed Meets SoulIn his closing remarks, Madnani emphasized that Quick Commerce is more than a trend, it?ÇÖs a shift in consumer psychology. ?Ç£It?ÇÖs not just about speed. It?ÇÖs about fulfilling needs when they arise. About being visible, available, and relevant in real time.?Ç¥ His final words left an impression: ?Ç£The gratification that consumers get in 15 minutes is the loyalty that will last for years. And for brands who want to stay competitive, this is the moment to embrace it.?Ç¥