As delivery executives across major food delivery and quick commerce platforms prepare for a nationwide walkout on New Year’s Eve, consumer brands and restaurant operators are racing to protect one of the busiest sales days of the year by shifting inventory and reworking last mile plans.
Manufacturers of packaged snacks, beverages, ice creams and confectionery have stepped up supplies to kirana stores, supermarkets and large-format retailers in anticipation of possible delivery disruptions on December 31. Companies including PepsiCo, Coca-Cola, Parle, Nestlé and Britannia have increased stock placement in neighbourhood stores, housing societies and modern trade outlets such as DMart and Modern Bazaar, industry executives said. New Year’s Eve consistently ranks among the highest demand periods for impulse consumption, making availability critical.
Delivery partners associated with platforms such as Zomato, Swiggy, Blinkit, Zepto and Amazon have announced strike action citing concerns over earnings, safety and job security. A similar protest on Christmas Day had already affected deliveries in several cities, prompting brands to prepare for a larger impact during the year end peak. Worker unions estimate that more than 100,000 riders could either stop work or significantly reduce deliveries.
Quick commerce platforms have attempted to limit disruption by offering temporary incentives, with some firms pitching additional earnings and per order bonuses during the holiday window. Despite this, companies are unwilling to rely solely on app based delivery.
Restaurant chains are also activating contingency plans. Several brands are promoting orders through their own apps, while others are tying up with logistics providers that are not part of the strike. According to industry representatives, some restaurants are partnering with third party fleets to ensure continuity, while also pushing dine in offers to capture festive footfall.
Packaged food makers say consumer buying has already picked up since the weekend, as shoppers stock essentials ahead of New Year celebrations. Brands in snacking, confectionery and beverages report high demand across offline retail even before the holiday rush.
The situation highlights the growing dependence of festive consumption on delivery networks and the vulnerability of supply chains during labour disruptions. With demand expected to peak through December 31, brands are betting that strong offline availability will help bridge any last mile gaps.
