Blinkit, the Quick-Commerce business unit of Eternal (Zomato), has decided to shift its functioning. From September 1, 2025, Blinkit will transition from a marketplace to an inventory-led model.
In other words, Blinkit will no longer operate as only a platform bringing buyers and sellers together. Rather, Blinkit will purchase products from sellers, store them in its dark stores, and sell them directly to customers. All vendors have been instructed to sign on to this new scheme by July 30 or they won’t be able to sell on Blinkit anymore.
This drastic change will allow Blinkit to control pricing, GST, taxes, and all legal regulations. The company will do everything from warehousing products to shipping them to customers. Blinkit will then take ownership of the products officially, thereby assuming the responsibility of customer sales and deliveries.
This was made possible after Eternal acquired the Indian-Owned and Controlled Company (IOCC) status. With this status, Blinkit can legally hold and manage inventory according to India’s foreign direct investment (FDI) regulations.
Blinkit is confident that the new model will enable it to earn more profit and provide the consumer a better experience while shopping. With its own stock, Blinkit can ensure that in-demand products are in hand all the time and can process deliveries quicker. Sellers too will be easier as they will not have to deal with multiple GST or FSSAI licenses for various states. But Blinkit will require some ₹1,000 crore of working capital to purchase and maintain the stock.
This big shift for Blinkit comes at a time when its numbers are already looking stronger. Here’s how Blinkit is performing in the quick commerce market right now:
- Blinkit’s market share has improved in Q1 FY26 as the company slowed down its rapid expansion plans.
- Blinkit’s Gross Order Value (GOV) grew by 25% quarter-on-quarter (QoQ) in Q1 FY26.
- In comparison, Swiggy’s Instamart saw 22% QoQ GOV growth in the same period.
- The overall quick commerce sector grew below 20% in Q1 FY26, showing that Blinkit and Instamart both gained market share.
- Blinkit’s adjusted EBITDA loss came down to ₹150 crore, better than the ₹178 crore loss in Q4 FY25.
