Blinkit, the quick‑commerce arm of Gurugram‑based Eternal (formerly Zomato), is set to launch an inventory‑led model from September 1, 2025. This means Blinkit will purchase goods directly from sellers, rather than merely stocking them—marking a major operational overhaul
Why this pivot matters
- Stronger supply‑chain control
Owning inventory provides tighter grip over stock levels, product selection and freshness—key to consistent delivery quality - Higher margin potential
By buying wholesale and reducing middle‑man markups, Blinkit can improve profitability, though working‑capital investment is needed—estimated under ₹1,000 Cr (~5% of FY25 NOV) - Regulatory advantage via IOCC status
Eternal’s move to cap foreign holdings at 49.5% enabled classification as an Indian‑owned & controlled entity (IOCC), clearing the path to legally own stock - Operational scalability
The transition aligns with Blinkit’s plan to expand to around 2,000 dark stores this year. Centralized inventory enhances forecast accuracy and reduces stockouts - Competitive edge
This strategic shift differentiates Blinkit from marketplace‑only rivals like Zepto and Instamart. It tightens delivery timelines and strengthens consumer experience mint
Challenges on the horizon
- Capital intensity: Though working‑capital demands appear modest, inventory ownership still requires upfront cash and foreshadows added risk in supply management .
- Impact on small sellers: Local merchants may lose autonomy and face pricing pressure—raising concerns about ecosystem dependence
- Margin pressure: Fierce competition means any gains could be absorbed by rival pricing strategies or logistical challenges
What this means for quick commerce
Blinkit’s full‑inventory model signals a maturing quick‑commerce landscape, where speed must be matched with control. Experts believe the shift is essential for long‑term sustainability, as delivery quality becomes a key differentiator. Competitors may follow suit, sparking a broader transition in the industry.
Continuing evolution in quick commerce
Blinkit continues to scale rapidly—adding ~300 dark stores in Q4 FY25 to reach over 1,300, with goals of 2,000 soon. The move to inventory ownership complements this growth and supports its vision of profitability within an IOCC structure.
Bottom line
Blinkit’s shift to an inventory‑led model from September 1 is a bold strategy. It promises deeper supply‑chain control, potential margin uplift, and a competitive leg‑up—but requires careful capital management and sellers’ cooperation. As quick commerce evolves, Blinkit aims not just to deliver fast, but also to deliver well.
