Blinkit rules out its own private labels
By Abha Lohia ·
Blinkit: funding and every story →
- Blinkit is a quick commerce app that delivers groceries and daily needs in minutes, and it is owned by Eternal, the group behind Zomato
- Its chief executive told shareholders the company will not launch private labels, because they would not add demand or improve margins enough
- The stance sets it apart from rival Swiggy Instamart, which is weighing more own brands in categories like home, kitchen and toys
What happened
- Eternal will not launch private labels on Blinkit.
- The CEO said the idea failed two tests set by management.
- One test is whether own brands fill product gaps and add demand.
- The other is whether they lift margins after brand-building costs.
- The company prefers helping outside brands grow on its platform.
Why it matters
- It signals Blinkit will stay a neutral marketplace for brands.
- Rival Swiggy is moving the other way with its own labels.
- Brands may feel safer listing on a platform that will not copy them.
The business
- Blinkit delivers groceries and essentials in minutes.
- It runs a network of dark stores (small warehouses for fast delivery).
- It is part of Eternal, which also owns Zomato.
The founders
Up against
Swiggy InstamartZeptoFlipkart Minutes
Other articles talking about it
Terms in this story
- Quick commerce: Quick commerce delivers groceries and everyday items to your door in minutes, usually from a small nearby warehouse called a dark store. The model works only when enough orders come from a small area, because speed is expensive.
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