Retail media has quietly become one of the fastest growing segments in Indian advertising, and the numbers make a compelling case. According to Media Partners Asia, retail media grew nearly tenfold from around $300 million in 2020 to $3.1 billion in 2025, now accounting for roughly 20% of India’s media and entertainment advertising market, with projections to reach $8.1 billion by 2031. This exchange4media feature explores how retail media has evolved from a supplementary ad channel into a core performance channel, particularly for FMCG, beauty, electronics and brands reliant on quick commerce. With quick commerce advertising alone growing from Rs 300 crore in 2023 to approximately Rs 4,000 crore in 2025, and total retail media revenues expected to cross Rs 30,000 crore in 2026, the piece makes clear that retail media is no longer a nice-to-have but the new digital shelf rent every brand must pay to stay visible where purchase decisions are being made.
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