As of January 17, 2026, Blinkit users in key urban pockets are noticing a welcome change at checkout: the delivery fee has vanished.6 This targeted “fee waiver” is part of a calibrated response to what analysts call the “Third Wave” of quick commerce competition, led by traditional e-commerce giants entering the 10–20 minute delivery space.7
The Strategy: Targeted Defense vs. Blanket Cuts
Unlike a nationwide rollout, Blinkit is using a “micro-market” strategy.8
- The “Amazon Effect”: In areas where Amazon Now has launched dark stores (which typically offer free delivery for Prime members), Blinkit has dropped its charges to prevent customer churn.
- The “Flipkart Minutes” Surge: In Bengaluru and Mumbai, where Flipkart Minutes is scaling to 800 dark stores, Blinkit is protecting its core frequent-shopper cohorts by matching or undercutting rival costs.9
- Dynamic Pricing: Industry insiders suggest that Blinkit’s AI now adjusts delivery fees in real-time based on the competitive intensity of the specific neighborhood.
Context: The Sector-Wide “Fee Reset”
Blinkit’s move comes months after its primary rivals, Zepto and Swiggy Instamart, introduced their own loyalty and fee-reduction programs.10
| Platform | Fee Adjustment (Jan 2026) | Minimum Order for Free Delivery |
| Blinkit | Dropped fees in select micro-markets | Varies by location |
| Zepto | Removed handling & surge fees (Post-$450M round) | ₹99 |
| Swiggy Instamart | Waived fees for “One” members; reduced for others | ₹199 |
| Amazon Now | Zero delivery fees for Prime members | No minimum (Promotional) |
From “10 Minutes” to “Zero Fees”
This pricing battle follows a massive shift in branding. Just three days ago, on January 14, 2026, Blinkit, Zepto, and Instamart removed the “10-minute” promise from their apps following a government directive on rider safety.11
With “speed” no longer the primary marketing differentiator, pricing and selection have become the new battlefronts.12
- Selection Growth: Blinkit has expanded to 30,000+ products, including electronics and beauty.13
- Pricing Parity: By dropping delivery fees, Blinkit is neutralizing the “Prime” advantage that Amazon traditionally holds over specialized apps.
Conclusion: A Pivot Toward Profitability or a New Burn?
While Blinkit’s parent company, Eternal (Zomato), has been aiming for EBITDA breakeven by early FY27, this renewed price war may delay that goal. However, with Blinkit already controlling over 50% of India’s 6,000+ dark stores, the company is betting that its operational efficiency—mature stores processing 2,000 orders daily—will allow it to absorb these fee cuts better than newer entrants.14
