Project Report

ON

“Business Model On BLINKIT”

Submitted as Partial Fulfilment for

Degree of Bachelor of Business Administration
To
Medi-Caps University, Indore

May, 2025

GUIDED BY – SUBMITTED BY –

Prof. Anu Priya Soni Jay Prakash Dingu

MS22MS301146

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 DECLARATION BY THE STUDENT

This is to certify that the dissertation entitled “Business Model On BLINKIT” is a Bonafide
work done by me Jay Prakash Dingu (MS22MS301146) , under the supervision of Prof. Anu
Priya Soni in partial fulfilment for the degree of Bachelor of Business Administration by
Medi-Caps University, Indore.

Place: (Signed)

Date: Name: Jay Prakash Dingu

Enrolment No.: MS22MS301146

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 CERTIFCATE OF THE SUPERVISOR

This to certify that Mr. Jay Prakash Dingu has executed the dissertation entitled Business
Model On BLINKIT under my supervision and the report submitted therewith is the result of
work done under my supervision.

Place:

Date: Name of the Supervisor: Prof. Anu Priya Soni

Designation: Assistant Professor

Place:

Date: External Viva-Voce Examiner

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 ACKNOWLEDGEMENT

I am grateful to my Guide Prof. Anu Priya Soni (Assistant Professor) of Medi-Caps University,
Department of Management, Indore for her precious guidance throughout my dissertation
work. He has devoted her valuable time and motivated me at every step towards completing
this dissertation. The study would not have been possible without her generous guidance.

I am deeply indebted to Dr. Sanjay Jain , Dean Management, Medi-Caps University, Indore for
his continuous support and blessings. His support has rendered me great help towards this
dissertation work.

I also express my sincere gratitude to my family members, friends and respondents for extended
support throughout the dissertation work.

Name of the Student : Jay Prakash Dingu

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 ABSTRACT

Blinkit , formerly known as Grofers, is a pioneering player in India’s quick commerce (Q-
commerce) industry, specializing in ultra-fast grocery and essentials delivery. The platform has
disrupted the traditional e-commerce model by offering deliveries within 10 minutes, catering to
the rising consumer demand for instant gratification. This dissertation aims to explore Blinkit’s
business model, operational strategies, supply chain management, and its competitive positioning
within India’s dynamic e-commerce landscape.

The study delves into Blinkit’s transformation from a scheduled grocery delivery service to an on-
demand platform, analyzing the technological advancements, logistics optimization, and strategic
partnerships that have enabled this shift. Key focus areas include the role of dark stores,
hyperlocal fulfillment canters, and data-driven inventory management in achieving rapid
deliveries. Furthermore, the research evaluates Blinkit’s financial sustainability, customer
acquisition strategies, and market expansion plans, comparing its performance with key
competitors such as Zepto, Swiggy Instamart, and BigBasket Now.

Additionally, the dissertation examines consumer behaviour trends influencing the growth of
quick commerce, addressing factors such as convenience, digital payment adoption, and changing
shopping habits. The study also explores challenges faced by Blinkit, including high operational
costs, regulatory constraints, and the pressure to maintain profitability in a highly competitive
market.

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 CHAPTER CONTENTS PAGE No.
S
Declaration by the Candidate/Student 2

Certificate of the Supervisor/Guide 3

Acknowledgement 4

Abstract 5

Table of Contents 6

List of Tables

List of Charts and Figures

List of Appendices

Chapter - 1 Introduction 7 - 15
1.1 Overview of the Topic
1.2 Rationale of the study
Chapter - 2 Review of literature 16 - 19

Chapter - 3 Research Methodology

3.1 Objectives of Study
3.2 Hypotheses of the Study (If Applicable)
3.3 Conceptual Model (If Applicable) 20 - 35
3.4 Sample Characteristics (Sample Size, Unit, Frame etc…)
3.5 Measures (Questionnaire)
3.6 Procedures (Data Collection Procedure-Tools &
Techniques)
Chapter - 4 Data Analysis and Interpretation 36 - 39

Chapter - 5 Conclusion
5.1 Conclusion (Recommendation and Suggestions)
5.2 Implications of the Study 40 - 51
5.3 Limitations of the study
5.4 Scope for the future Study
References (APA Style) 52

CHAPTER – 1

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Introduction

The business landscape in India has witnessed a dramatic transformation in recent years, largely
driven by the rise of digital platforms and the growing demand for speed, convenience, and
innovation. Among the most disruptive trends to emerge is quick commerce (q-commerce) — a
business model designed to deliver everyday essentials to customers in 10 to 30 minutes. At the
forefront of this revolution stands Blinkit, a hyperlocal delivery platform that has redefined
consumer expectations and reshaped the urban retail experience.
Founded in 2013 as Grofers, the company originally operated as a scheduled grocery delivery
service. However, faced with rising competition and shifting consumer behaviours, Grofers
rebranded itself as Blinkit in December 2021, repositioning itself around a bold and ambitious
value proposition: 10-minute grocery deliveries. This pivot marked a significant evolution in its
business model, transitioning from traditional e-grocery to a dark store-driven, quick commerce
platform focused on speed, availability, and hyperlocal logistics.
Blinkit’s model relies heavily on technology, real-time inventory management, strategically
located micro-warehouses (also known as dark stores), and last-mile delivery logistics. The core
idea is to eliminate the waiting time associated with conventional e-commerce while retaining the
convenience of home delivery. This shift aligns with broader lifestyle changes in Indian urban
consumers — especially millennials and Gen Z — who increasingly prioritize instant gratification,
time-saving services, and mobile-first experiences.
The company has grown rapidly and gained a significant market share in Indian metro cities. In
2022, Blinkit was acquired by Zomato, one of India’s largest food delivery platforms, for
approximately $568 million. This acquisition has provided Blinkit with additional capital,
technological support, and integration into a broader food-tech ecosystem. However, despite its
growth and media attention, Blinkit’s business model raises important questions around scalability,
profitability, operational efficiency, customer loyalty, and sustainability — all of which are central
to this study.

As a quick commerce player, Blinkit faces several challenges:

 High logistics and operational costs due to fast deliveries

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  Pressure on inventory turnover and supply chain precision
 Dependence on densely populated urban areas
 Increasing competition from players like Zepto, Swiggy Instamart, and BigBasket Now
 Questions about worker rights and the environmental impact of rapid delivery services

Understanding Blinkit’s business model in this context becomes crucial — not only for academic
purposes but also for entrepreneurs, investors, and strategists in the e-commerce and retail sector.
This dissertation aims to analyse Blinkit’s business strategy through established frameworks such
as the Business Model Canvas, SWOT Analysis, and Porter's Five Forces, while also exploring
customer perspectives, technological enablers, and financial viability.

By studying Blinkit’s operations, this project seeks to provide a comprehensive picture of how
quick commerce platforms can create value, sustain competitive advantage, and adapt to future
trends in the dynamic Indian market.

1.1 Overview Of The Topic

The rapid evolution of e-commerce and digital retail has led to the emergence of quick-commerce
(Q-commerce), where companies promise ultra-fast delivery of essential goods. Blinkit, formerly
known as Grofers, is a pioneer in this space in India, redefining convenience through its 10–15-
minute delivery model. This dissertation aims to explore Blinkit’s business operations, supply
chain efficiency, competitive strategy, and its impact on consumer behavior in the Indian retail
sector.

Key Focus Areas of the Dissertation:

1. Evolution of Blinkit & Quick-Commerce in India

• Transformation from Grofers to Blinkit

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• Growth of the Q-commerce industry and its role in modern retail

2. Business Model & Operational Strategy

• Use of micro-warehouses & dark stores for faster deliveries

• Inventory management & hyperlocal fulfillment

• Role of technology, AI, and data analytics in operations

3. Market Position & Competitive Landscape

• Comparison with competitors like Zepto, Swiggy Instamart, BigBasket

• Unique selling propositions (USP) and differentiation strategies

4. Consumer Behavior & Market Demand

• Shift in customer preferences towards instant delivery

• Factors influencing adoption, including urbanization & digital payments

• Challenges in meeting customer expectations

The rapid advancement of e-commerce has led to the emergence of quick-commerce (Q-
commerce)—a business model that delivers essential goods within an ultra-fast timeframe,
typically 10 to 15 minutes. This new wave of digital retail has significantly changed consumer
expectations, emphasizing convenience, speed, and efficiency.

Among the key players in India’s quick-commerce industry, Blinkit (formerly Grofers) has
established itself as a leader by adopting a hyperlocal delivery model, leveraging micro-
warehouses and dark stores to ensure rapid order fulfillment. The company’s strategy revolves
around on-demand inventory management, data-driven logistics, and customer-centric service
models, making it a prime subject for academic research and business analysis.

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This dissertation will provide an in-depth study of Blinkit’s business model, supply chain
innovations, and competitive positioning in the Indian quick-commerce ecosystem. It will also
examine consumer behavior trends, market challenges, and future opportunities for growth in this
rapidly evolving industry.

Key Focus Areas of the Dissertation

1. Evolution of Blinkit & the Quick-Commerce Industry in India

• Origins of Blinkit:

Blinkit started as Grofers in 2013, operating as an online grocery delivery platform. Initially, it
followed a traditional e-commerce model but later transitioned into a quick-commerce service in
2021 by rebranding itself as Blinkit.

• The Rise of Quick-Commerce:

Quick-commerce emerged as a response to increasing urbanization, digital adoption, and

consumer demand for instant gratification. Blinkit, along with competitors like Zepto, Swiggy
Instamart, and BigBasket, has shaped this industry by optimizing logistics and reducing delivery
times to under 15 minutes.

• Impact of Zomato’s Acquisition:

In 2022, Zomato acquired Blinkit, integrating it into its ecosystem to expand beyond food delivery
and strengthen its quick-commerce business. This acquisition has fuelled Blinkit’s financial
stability and market expansion, making it a strong competitor in the sector.

2. Business Model & Operational Strategy

Blinkit’s success lies in its efficient operational model, which includes:

• Dark Stores & Micro-Warehouses:

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Unlike traditional grocery delivery services, Blinkit operates through a network of strategically
placed dark stores—local fulfillment canters that stock limited inventory based on demand trends.
These stores allow Blinkit to deliver products within a 2- to 3-kilometer radius in record time.

• Hyperlocal Inventory Management:

Blinkit follows a demand-driven inventory system, stocking fast-moving products based on

customer preferences. It uses AI-powered algorithms to predict demand, reduce stock wastage,
and ensure optimized storage.

• Technology & Automation:

• AI & Data Analytics: Helps in predicting order patterns, managing stock, and optimizing
delivery routes.

• Real-time Tracking: Customers can track their orders in real time, enhancing transparency and
trust.

• Automated Dispatch System: Ensures that orders are assigned to the nearest delivery partner for
quicker fulfillment.

• Partnerships with Local Vendors & Brands:

To offer a wide range of products, Blinkit collaborates with local grocery stores, FMCG brands,
and wholesalers, ensuring product availability at competitive prices.

• Revenue Model:

Blinkit earns revenue through:

• Delivery charges for small orders

• Commissions from sellers and brands

• Premium subscription services for customers

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• Partnerships & advertisements for brands

3. Market Position & Competitive Landscape

The quick-commerce industry in India is highly competitive, with major players like:

Company Key Features Delivery Business Model

Time
Blinkit AI-driven inventory, micro- 10-15 mins Quick-commerce
warehouses, Zomato integration
Zepto Focus on ultra-fast grocery 10 mins Dark stores
delivery, young consumer base
Swiggy Integrated with Swiggy’s food 15-30 mins Hyperlocal delivery
Instamart delivery, wide coverage
BigBasket BB Established grocery network, 10-20 mins Hybrid model (Q-commerce
Now backed by Tata Group & traditional e-grocery)

Competitive Advantages of Blinkit:

• Speed & Efficiency: Blinkit delivers in under 15 minutes, making it one of the fastest quick-
commerce services.

• Zomato Backing: Financial and operational support from Zomato gives Blinkit an edge over
competitors.

• Technology-Driven Approach: AI, machine learning, and logistics optimization help reduce
errors and improve efficiency.

Challenges Faced by Blinkit:

• Operational Costs: Maintaining dark stores and delivery fleets increases costs.

• Sustainability Concerns: Instant delivery leads to higher fuel consumption & packaging waste.

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• Regulatory & Legal Issues: Government policies on gig workers’ rights, road safety, and online
commerce could impact operations.

4. Consumer Behavior & Market Demand

Changing Consumer Preferences

• The shift from traditional retail to digital shopping has accelerated, especially post-pandemic.

• Millennials & Gen Z prefer quick commerce due to convenience, time constraints, and digital
payment adoption.

• Consumers are willing to pay a premium for speed and convenience, making quick-commerce a
sustainable model.

Customer Expectations & Pain Points

• Fast Delivery vs. Product Availability: Customers expect instant service, but Blinkit needs to
ensure that all essential products remain in stock.

• Pricing Sensitivity: Blinkit must balance affordability and profitability, as Indian consumers are
highly price-conscious.

• User Experience & App Interface: Seamless ordering and reliable tracking are critical for
customer satisfaction.

1.2 Rationale Of The Study

The Indian retail and e-commerce landscape is undergoing a rapid transformation, driven by
increasing digital adoption, changing consumer preferences, and a growing demand for
convenience. In this evolving environment, quick commerce (q-commerce) has emerged as a
major disruptor, offering ultra-fast delivery of daily essentials within 10–30 minutes. One of the

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most prominent players in this space is Blinkit, which has redefined the grocery delivery model
through its focus on speed, efficiency, and hyperlocal service.

Blinkit, formerly known as Grofers, made a significant strategic pivot in 2021 by shifting from a
traditional scheduled delivery model to an on-demand, instant delivery system. This
transformation involved a complete overhaul of its operations, technology, logistics, and customer
experience. Blinkit’s business model now relies on a dense network of dark stores, real-time
inventory management, and last-mile delivery optimization — all aimed at fulfilling customer
orders in record time.

The rationale for selecting Blinkit’s business model as the focus of this study lies in the innovative
nature and relevance of quick commerce in today’s fast-paced digital economy. As consumer
expectations evolve, companies like Blinkit are pushing the boundaries of what is operationally
and economically feasible. However, this model also raises critical questions related to:

 Scalability and profitability in a low-margin, high-burn environment,

 Operational efficiency and logistics challenges,
 Customer satisfaction and loyalty in a competitive market,
 And the sustainability of ultra-fast delivery models in the long run.

Moreover, with increasing competition from platforms like Zepto, Swiggy Instamart, and
BigBasket Now, understanding Blinkit’s strategic positioning and value proposition becomes even
more important.

This study aims to explore and evaluate Blinkit’s business model using established frameworks
like the Business Model Canvas and SWOT analysis, while also incorporating perspectives from
customers, competitors, and industry experts. The rationale is to gain deeper insights into how
Blinkit creates, delivers, and captures value in a challenging and rapidly changing market
environment.

The findings of this research will not only contribute to academic understanding but also offer
practical insights for entrepreneurs, investors, business strategists, and policy makers interested in
digital commerce, logistics, and urban retail innovation.

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Key Reasons for Conducting This Study

1. Understanding the Growth of Quick-Commerce in India

• Quick-commerce has rapidly gained traction, with companies like Blinkit, Zepto, and Swiggy
Instamart redefining consumer shopping habits.

• Studying Blinkit’s growth helps analyse how digital transformation, urbanization, and lifestyle
changes are driving the need for ultra-fast deliveries.

2. Evaluating Blinkit’s Business Model & Competitive Strategy

• Blinkit’s hyperlocal fulfillment strategy, use of dark stores, and AI-driven logistics provide an
innovative business model worth exploring.

• The research will compare Blinkit with competitors like Zepto, Swiggy Instamart, and
BigBasket, identifying strengths, challenges, and market positioning.

3. Analyzing Consumer Behavior & Market Demand

• Consumer preferences are shifting towards convenience, instant gratification, and digital
payments.

• This study will examine how Blinkit is adapting to changing consumer expectations and
influencing purchasing habits.

4. Exploring Operational & Supply Chain Challenges

• Quick-commerce businesses face challenges such as high operational costs, inventory

management, workforce efficiency, and sustainability concerns.

• The study will assess how Blinkit optimizes logistics, reduces delivery times, and manages
supply chain constraints.

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CHAPTER - 2

Review Of Literature

A review of literature provides an overview of existing research, theories, and case studies related
to the topic. In this dissertation, the literature review will focus on Blinkit’s business model,
quick-commerce trends, consumer behavior, supply chain strategies, and competitive landscape.

1. The Rise of Quick-Commerce and Its Impact on Retail

1.1 Quick-Commerce: A New Era in E-Commerce

According to KPMG (2022), quick-commerce (Q-commerce) has emerged as a disruptive

innovation in the e-commerce industry, promising ultra-fast deliveries of essential goods. The
shift is driven by urbanization, changing consumer preferences, and advancements in supply chain
technology.

A study by PwC (2023) highlights that quick-commerce companies, including Blinkit, leverage
micro-warehouses and AI-driven logistics to reduce delivery times. This has significantly
impacted traditional retail and grocery stores, forcing them to adapt to new consumer demands.

1.2 The Indian Quick-Commerce Landscape

A report by Red Seer Consulting (2022) estimates that India’s quick-commerce market will reach
$5.5 billion by 2025, driven by:

• Increased adoption of digital payments

• The rise of millennials and Gen Z consumers

• Growing demand for hyperlocal delivery services

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Blinkit, Zepto, and Swiggy Instamart are among the major players competing in this evolving
market. The report highlights that Blinkit, with its Zomato-backed infrastructure, has a strong
market position.

2. Blinkit’s Business Model and Competitive Advantage

2.1 The Evolution from Grofers to Blinkit

A case study by Deloitte (2022) explains how Grofers transitioned into Blinkit to adapt to
changing market dynamics. The transformation was driven by:

• The increasing demand for instant deliveries

• Competitive pressure from emerging quick-commerce startups

• The need for efficient supply chain and inventory management

A Harvard Business Review (HBR, 2023) analysis suggests that Blinkit’s hyperlocal model,
powered by dark stores, helps reduce operational inefficiencies while maintaining high-speed
deliveries.

2.2 Blinkit’s Competitive Positioning

Several studies compare Blinkit with other quick-commerce platforms:

Study Findings
McKinsey (2023) Blinkit’s partnership with Zomato provides it with an advantage in
customer acquisition and financial backing.
EY India (2022) Blinkit’s AI-powered inventory management optimizes product
availability and minimizes stockouts.
NASSCOM Report Blinkit competes with Zepto, Swiggy Instamart, and BigBasket by
(2023) focusing on ultra-fast deliveries and an efficient supply chain.

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3. Consumer Behavior and Market Trends in Quick-Commerce

3.1 Changing Shopping Habits

Research by BCG (2022) shows that modern consumers prioritize speed and convenience over
price, making quick-commerce a preferred shopping method, especially in urban areas.

A survey by Statista (2023) found that:

• 72% of Indian consumers are willing to pay extra for 10- to 15-minute deliveries.

• 60% of quick-commerce users belong to the 18–35 age group, showing a shift in shopping
preferences among younger consumers.

3.2 Customer Satisfaction and Challenges

A report by Forrester Research (2023) highlights key factors influencing consumer satisfaction
with Blinkit:

• Delivery Speed (Primary reason for choosing Blinkit)

• Product Availability (Limited stock in dark stores)

• Pricing & Discounts (Consumers prefer platforms that offer better deals)

Challenges include high delivery costs, operational sustainability, and customer retention issues.

4. Operational & Supply Chain Innovations in Blinkit

4.1 Use of Dark Stores & AI-Powered Inventory Management

A study by Accenture (2023) states that dark stores help Blinkit optimize delivery times by
reducing the distance between fulfillment canters and customers. Blinkit uses AI and predictive
analytics to:

• Stock high-demand products efficiently

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• Minimize inventory wastage

• Improve real-time order fulfillment

4.2 Last-Mile Delivery Optimization

Research by Capgemini (2022) suggests that last-mile delivery accounts for nearly 50% of
Blinkit’s operational costs. Blinkit addresses this challenge through:

• Route optimization algorithms to reduce travel time

• Dynamic delivery partner allocation

• Strategic store placements to cover maximum demand zones

5. Challenges and Future Growth of Blinkit

5.1 Sustainability and Cost Challenges

Several reports, including Bain & Company (2023), highlight that quick-commerce businesses
struggle with profitability due to high operational costs. The main concerns for Blinkit include:

• High cost of maintaining dark stores

• Fuel expenses for instant deliveries

• Low margins due to heavy discounts and offers

5.2 Future Growth Opportunities

According to a Morgan Stanley (2023) report, Blinkit’s potential growth areas include:

• Expanding to Tier-2 & Tier-3 cities

• Introducing premium and subscription-based models

• Exploring sustainable delivery options (EVs, biodegradable packaging)

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CHAPTER – 3

Research Methodology

3.1 Objectives Of Study

Objectives of the Study

1. To analyze the business model of Blinkit – Understanding how Blinkit operates, its revenue
streams, and key business strategies.

2. To examine Blinkit’s value proposition – Identifying what makes Blinkit unique in the quick-
commerce industry and how it delivers value to customers.

3. To evaluate Blinkit’s supply chain and logistics framework – Assessing the efficiency of its
warehousing, delivery network, and partnerships with suppliers.

4. To study Blinkit’s customer acquisition and retention strategies – Exploring how Blinkit attracts
and retains customers through marketing, discounts, and personalized services.

5. To assess Blinkit’s competitive positioning – Comparing Blinkit with other quick-commerce

players like Zepto, Swiggy Instamart, and Dunno to understand its market differentiation.

6. To analyze the financial sustainability of Blinkit’s business model – Evaluating its revenue
streams, profitability, and scalability in the long run.

7. To identify challenges and opportunities in the quick-commerce sector – Understanding

regulatory, operational, and market-related risks Blinkit faces.

8. To provide strategic recommendations – Suggesting improvements or innovations that can help

Blinkit enhance its business performance and customer experience.

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3.2 Hypotheses of the Study

1. Business Model & Revenue Generation

• H1: Blinkit’s quick-commerce model is financially sustainable in the long run despite high
operational costs.

• H2: Blinkit’s primary revenue comes from delivery charges and commission from partner stores
rather than direct product sales.

2. Customer Behavior & Market Demand

• H3: Consumers prefer Blinkit over traditional grocery stores due to speed and convenience
rather than price competitiveness.

• H4: Discounts and promotional offers significantly influence customer retention and repeat
purchases on Blinkit.

3. Supply Chain & Operational Efficiency

• H5: Blinkit’s micro-warehouse model ensures faster delivery times compared to traditional e-
commerce supply chains.

• H6: Strategic partnerships with local vendors improve product availability and reduce inventory
holding costs.

4. Competitive Positioning & Industry Dynamics

• H7: Blinkit holds a competitive advantage over other quick-commerce platforms due to its
integration with Zomato.

• H8: The entry of new players like Zepto and Swiggy Instamart poses a significant threat to
Blinkit’s market dominance.

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5. Financial & Investment Outlook

• H9: Blinkit’s dependency on investor funding is crucial for its expansion and long-term
profitability.

• H10: The unit economics of Blinkit’s deliveries improve with order volume and customer
density.

3.3 Conceptual Model

1. Key Components of the Business Model

A. Value Proposition (What Blinkit Offers)

• Ultra-fast grocery and essentials delivery (10–15 minutes)

• Wide product assortment (groceries, dairy, personal care, etc.)

• Convenience-driven experience

• Competitive pricing and discounts

B. Key Stakeholders (Who is Involved?)

• Customers: Urban consumers seeking quick delivery

• Retailers & Vendors: Local Kirana stores, FMCG brands, and suppliers

• Delivery Partners: Riders ensuring last-mile delivery

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• Investors & Partners: Zomato, SoftBank, and other stakeholders

C. Revenue Model (How Blinkit Earns?)

• Delivery fees from customers

• Commission from partnered vendors

• Advertising & promotional fees from brands

• Subscription-based loyalty programs

D. Cost Structure (Major Expenses)

• Delivery & logistics costs (riders, fuel, etc.)

• Warehousing & inventory management

• Technology & app development

• Marketing & customer acquisition

E. Competitive Advantage (Why Blinkit Stands Out?)

• Hyperlocal micro-fulfillment centers for ultra-fast delivery

• Strong backing from Zomato for financial and operational support

• AI-driven demand forecasting and inventory management

2. Visual Representation of the Conceptual Model

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A diagram can represent these relationships effectively. You can create a flowchart or a Business
Model Canvas framework with the following elements:

• At the center: Blinkit as the core business entity

• Left side: Key resources (warehouses, vendors, technology)

• Right side: Revenue sources (customers, brand promotions, commissions)

• Top: Value proposition (fast delivery, convenience, product variety)

• Bottom: Cost structure (delivery, infrastructure, marketing expenses)

3.4 Sample Characteristics

1. Sample Size

The sample size depends on the nature of the study and the data collection method. Since the
study focuses on Blinkit’s business model, different stakeholder groups should be included.

• For quantitative research (survey-based approach):

• Customers: 200–300 Blinkit users across different cities.

• Retailers/Vendors: 50–100 grocery store owners or suppliers listed on Blinkit.

• Delivery Partners: 50–100 Blinkit delivery personnel.

• Industry Experts: 10–20 experts in e-commerce, logistics, or quick commerce.

• Total Sample Size: Around 350–500 respondents (can be adjusted based on feasibility).

• For qualitative research (interview/case study approach):

• Customers: 20–30 Blinkit users for in-depth interviews.

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• Retailers: 10–15 store owners supplying to Blinkit.

• Delivery Partners: 10–15 Blinkit riders for operational insights.

• Industry Experts: 5–10 professionals analyzing Blinkit’s business model.

• Total Sample Size: Around 50–70 participants (based on interview feasibility).

A mixed-method approach (both survey and interviews) can provide deeper insights.

2. Sampling Unit

The sampling unit refers to the individuals or entities from whom data is collected. In this study,
the units are:

• Customers: People using Blinkit for grocery and essentials delivery.

• Retailers/Vendors: Businesses, grocery stores, FMCG brands, or Kirana shop owners partnered
with Blinkit.

• Delivery Partners: Blinkit riders handling last-mile delivery.

• Industry Experts: Analysts, consultants, or e-commerce professionals specializing in quick

commerce.

Each unit provides different perspectives, making the study comprehensive.

3. Sampling Frame

A sampling frame defines the population from which the sample is drawn. The target groups for
this study include:

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• For Customers:

• Active Blinkit users who have placed at least 3+ orders in the past three months.

• People from major metro cities where Blinkit operates (Delhi, Mumbai, Bangalore, Pune, etc.).

• Users between 18–45 years, as they are the primary adopters of quick commerce.

• For Retailers/Vendors:

• Grocery store owners or FMCG brands selling products on Blinkit.

• Businesses that have been active on Blinkit for at least 6 months.

• Stores located in urban and semi-urban areas where Blinkit has warehouses.

• For Delivery Partners:

• Blinkit riders who have completed at least 100+ deliveries.

• Delivery executives working in different cities for a comparative analysis.

• Riders with varying experience levels (new vs. experienced).

• For Industry Experts:

• Professionals in logistics, e-commerce, or quick-commerce businesses.

• Business analysts, investors, or consultants studying Blinkit and its competitors.

• Startup founders in the delivery or grocery-tech space.

The sampling frame ensures that data is collected from relevant sources, avoiding bias.

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4. Sampling Technique

Different sampling methods should be used for different groups:

A. Customers: Stratified Random Sampling

• The customer base will be divided into different groups (strata) based on location, age, and
usage frequency.

• A random sample will be selected from each group to ensure diverse representation.

• Example:

• Stratum 1: Frequent users (10+ orders/month)

• Stratum 2: Moderate users (5–10 orders/month)

• Stratum 3: Occasional users (<5 orders/month)

B. Retailers & Vendors: Convenience Sampling

• Selected based on availability and willingness to participate.

• Focus on those with at least 6 months of experience on Blinkit to provide meaningful insights.

C. Delivery Partners: Snowball Sampling

• Initial respondents (Blinkit riders) will be contacted, and they will refer more delivery partners.

• This is useful as riders may have networks and can introduce more respondents.

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D. Industry Experts: Purposive Sampling

• Experts will be chosen deliberately based on their knowledge of quick commerce.

• This includes e-commerce analysts, business consultants, and startup founders.

5. Justification for Sample Selection

• Customers are included to understand demand, preferences, and factors influencing purchases.

• Retailers and vendors provide insights into Blinkit’s partnerships, pricing strategies, and supply
chain challenges.

• Delivery partners give operational insights about Blinkit’s logistics, delivery time, and payment
structures.

• Industry experts offer a macro view of Blinkit’s business model, competition, and future
sustainability.

3.5 Measures

To conduct a comprehensive analysis of Blinkit’s business model, this study incorporates a

combination of qualitative and quantitative measures. These measures are designed to evaluate the
effectiveness, sustainability, and strategic alignment of Blinkit’s operations with its overall
business goals. The study adopts the Business Model Canvas (BMC) as a primary framework to
break down the company’s core components, including its value proposition, customer segments,
key resources, revenue streams, and cost structure. Each of these components will be analysed
using specific indicators such as customer satisfaction, delivery speed, and cost efficiency to
assess how Blinkit delivers value and sustains its operations in a competitive environment.

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Operational performance will be measured through key performance indicators (KPIs) such as
average delivery time, fulfillment rate, order accuracy, and last-mile delivery costs. These
indicators help to evaluate the internal efficiency of Blinkit's dark store and delivery network,
which forms the backbone of its 10-minute delivery promise. The study will also examine
inventory turnover and geographic delivery coverage to understand how effectively Blinkit
manages supply chain dynamics in high-demand urban zones.

In addition to operational metrics, customer-centric measures such as Customer Satisfaction Score

(CSAT), Net Promoter Score (NPS), repeat purchase rate, and app ratings will be used to assess
the level of consumer trust and engagement with the platform. These insights may be derived from
primary data collected via surveys or secondary sources such as app store reviews and consumer
behavior reports. This is crucial in determining the success of Blinkit’s value proposition and its
ability to retain users in a highly competitive market.

Financial and strategic performance will also be evaluated using available data on Blinkit's
revenue growth, customer acquisition cost (CAC), lifetime value (LTV) of customers, and
operational burn rate. Given the limited access to internal financial documents, these metrics will
be sourced from market research reports, investor presentations, and media articles. Special
attention will be paid to the impact of Blinkit’s acquisition by Zomato, particularly in terms of
cost-sharing, synergies, and long-term strategic benefits.

Finally, to position Blinkit within the broader quick commerce industry, competitive and market-
based measures will be considered. These include market share comparisons, pricing
competitiveness, service differentiation, and brand recognition. Benchmarking Blinkit against
competitors like Zepto, Swiggy Instamart, and BigBasket Now will provide a clearer picture of its
current standing and prospects. Altogether, these multi-dimensional measures aim to ensure a
holistic evaluation of Blinkit's business model, allowing for a well-rounded and insightful
dissertation.

29
 S. Component Measure Method of Data Indicator
No. Collection

1 Value Customer Primary Data % of users rating

Proposition Satisfaction (Survey/Questionnaire) service 4+ stars (out
Score of 5)

2 Revenue Revenue per Secondary Data Revenue earned per

Streams Order (Company Reports, News) transaction (INR)

3 Cost Structure Cost per Secondary Data, Expert Avg. operational cost
Delivery Interviews per order (INR)

4 Delivery Average Primary Data (User Time taken from

Efficiency Delivery Time Testing, Survey) order to delivery (in
minutes)

5 Customer Repeat Primary and Secondary % of users placing

Retention Purchase Rate Data repeat orders
weekly/monthly

6 Market Reach Serviceable Secondary Data (Website, Number of active

Areas News Articles) cities or pin codes

7 Customer User Base Secondary Data (Blogs, Growth in Monthly

Acquisition Growth Reports) Active Users (MAU)

8 Operational Order Secondary Data, Customer % of successful vs.

Efficiency Fulfillment Feedback failed/canceled orders
Rate

9 Profitability Contribution Analyst Reports, Financial Revenue – Variable

(Optional) Margin per Sources Cost per order (INR)
Order

3.6 Procedure

30
1. Primary Data Collection
Objective: To understand customer perceptions, delivery experience, satisfaction, and behavioral
patterns.

Tool/Technique Description
Structured Designed using Google Forms and distributed online among Blinkit
Questionnaire users. It included both closed-ended and Likert-scale questions.
Sampling Technique Convenience Sampling – Respondents were chosen based on
accessibility and usage of Blinkit.
Sample Size (Insert sample size, e.g., 100 respondents)
Target Group Active Blinkit users from urban areas (students, working
professionals, etc.)

2. Secondary Data Collection

Objective: To analyze Blinkit’s business structure, revenue model, market strategy, and financial
insights.

Tool/Technique Source
Company Reports & Blinkit and Zomato annual reports, investor presentations,
Articles business magazines
Industry Reports Reports from Red seer, PwC, BCG on quick commerce and
hyperlocal delivery markets
Web-based Data Blinkit official website, app reviews, news platforms like
Economic Times, TechCrunch
Academic Journals & ResearchGate, Google Scholar articles, and startup blogs
Blogs discussing business models

Data Validation Techniques

31
  Pilot Testing of the questionnaire to ensure clarity and relevance.
 Cross-verification of secondary data with multiple sources for accuracy.
 Use of charts and graphs to compare primary data with industry benchmarks.

The methodology for this research study follows a systematic approach to analyze the business
model of Blinkit, a leader in the emerging field of quick commerce. This approach involves
combining both qualitative and quantitative research methods to comprehensively assess Blinkit’s
operational model, value proposition, competitive strategies, and market sustainability. The
research methodology will proceed in the following phases:

1. Research Design
This study employs a mixed-methods approach, combining both qualitative and quantitative
research techniques to obtain a holistic understanding of Blinkit’s business model.

 Qualitative Research: This will focus on understanding Blinkit’s business model

components, customer experience, and operational strategies. The qualitative data will be
gathered through secondary data sources and structured frameworks like the Business
Model Canvas and SWOT analysis.
 Quantitative Research: This approach will involve gathering numerical data through
surveys or secondary data analysis to assess customer satisfaction, operational metrics, and
financial performance. Statistical analysis will help validate findings from the qualitative
research.

2. Literature Review
The first step in the research methodology is conducting an in-depth literature review. This will
help establish the theoretical framework and background for the study. Key sources will include:

 Business Model Theory: Studies related to business model innovation, particularly in

digital commerce and logistics, will be explored.

32
  Quick Commerce and E-commerce Trends: Research on fast-delivery services, logistics
models, and consumer behavior in the digital age.
 Case Studies of Similar Models: Comparative analysis of Blinkit with other quick
commerce companies like Zepto, Swiggy Instamart, and BigBasket.
The literature review will identify gaps in existing research and help define the research questions
and objectives.

3. Research Problem and Objectives

Based on the insights gathered from the literature review, the research problem is clearly defined
as:
"What is the business model of Blinkit, and how effective and sustainable is it in the rapidly
growing quick commerce market?"
The primary research objectives of the study are:

 To analyse the key components of Blinkit’s business model using the Business Model
Canvas framework.
 To assess Blinkit’s operational effectiveness and scalability.
 To evaluate customer satisfaction, brand loyalty, and market positioning.
 To identify challenges and opportunities for Blinkit in the competitive quick commerce
sector.

4. Data Collection Methods

Data will be collected from both primary and secondary sources to ensure the comprehensiveness
of the research.

Primary Data:
 Surveys and Questionnaires: A structured survey will be designed to collect quantitative
data from Blinkit’s customers. The survey will focus on customer satisfaction, delivery
speed, product quality, and overall user experience. It will be distributed online through
platforms like Google Forms, targeting Blinkit users across key metro cities (such as Delhi,
Mumbai, Bangalore, and Hyderabad).

33
  Interviews: Semi-structured interviews with key stakeholders such as Blinkit users,
delivery partners, and industry experts will provide qualitative insights into Blinkit’s
operational challenges, consumer preferences, and market dynamics.

Secondary Data:
 Company Reports: Publicly available financial and operational reports of Blinkit, including
annual reports, press releases, and investor presentations.
 Industry Reports: Data from market research firms such as Red Seer, McKinsey, and Bain
& Company that analyse the quick commerce sector and competitive dynamics.
 Online Sources: Articles, case studies, and news coverage from reputable sources such as
TechCrunch, Business Insider, and Economic Times will provide current market insights.
5. Data Analysis Techniques
After data collection, the next step involves data analysis. The following methods will be applied:

Qualitative Analysis:
 Business Model Canvas: The primary qualitative analysis will involve using the Business
Model Canvas (BMC) framework to dissect Blinkit’s business model. This model will help
categorize and assess Blinkit’s value proposition, customer segments, revenue streams, key
activities, resources, and partnerships.
 SWOT Analysis: A SWOT analysis will be conducted to identify Blinkit’s internal
strengths (e.g., fast delivery, technology), weaknesses (e.g., high operational costs),
opportunities (e.g., expanding in tier-2 cities), and threats (e.g., competition from Zepto,
Swiggy Instamart).

Quantitative Analysis:
 Descriptive Statistics: Data from the customer surveys will be analyzed using descriptive
statistics such as frequency distributions, mean scores, and percentages to quantify
customer satisfaction and delivery efficiency.
 Inferential Statistics: If applicable, techniques like correlation analysis or regression
analysis will be used to assess relationships between variables, such as customer
satisfaction and delivery speed.

34
  Financial Metrics: Secondary financial data on Blinkit’s growth, revenue, customer
acquisition costs, and operational expenses will be analysed to assess its financial
sustainability.

6. Interpretation of Findings
After analyzing the data, the findings will be interpreted to draw meaningful conclusions. The
interpretation will focus on:

 Operational Efficiency: How well Blinkit manages its supply chain, inventory, and last-
mile delivery to meet customer expectations.
 Customer Experience: Insights into customer satisfaction, the impact of Blinkit’s delivery
model, and its ability to retain customers.
 Strategic Positioning: How Blinkit’s business model compares with its competitors and the
effectiveness of its strategies in a competitive market.

7. Conclusion and Recommendations

Based on the findings from data analysis, the study will conclude by summarizing key insights
regarding Blinkit’s business model. The conclusions will address the effectiveness, sustainability,
and challenges of the current business model.
Practical recommendations will be provided for improving operational efficiency, customer
experience, and market positioning. These recommendations will focus on areas like expanding
delivery infrastructure, enhancing customer retention strategies, and optimizing cost structures.

8. Report Writing and Presentation

The final step of the research process involves compiling the findings, analysis, and conclusions
into a well-structured dissertation report. The report will include:

 A clear introduction, background, and literature review.

 Detailed methodology section.
 Findings and discussion of results.
 Conclusions and recommendations.

35
CHAPTER – 4
Data Analysis and Interpretation

1. Customer Satisfaction (Value Proposition)

Question: How satisfied are you with Blinkit’s delivery speed and service?

Rating No. of Respondents Percentage (%)

Very Satisfied 40 40%
Satisfied 35 35%
Neutral 15 15%
Dissatisfied 10 10%

Interpretation:

75% of the users are either satisfied or very satisfied with Blinkit’s delivery, indicating a strong
value proposition and customer experience.

2. Frequency of Use (Customer Retention & Revenue)

Question: How often do you use Blinkit?

Frequency Respondents (%)

Daily 20%
2-3 times a week 45%
Once a week 25%
Rarely 10%

Interpretation:

36
A majority of users order 2-3 times a week, reflecting high engagement and potential for stable
revenue.

3. Delivery Time Experience (Operational Efficiency)

Question: How long did it usually take for your order to arrive?

Time Duration Respondents (%)

Less than 10 mins 30%
10-15 mins 50%
15-30 mins 15%
More than 30 mins 5%

Interpretation:

80% of users receive their orders within 15 minutes, aligning well with Blinkit’s 10-minute
delivery promise and showing operational efficiency.

4. Product Availability (Key Resources)

Question: Are most of the items you search for available?

Response Respondents (%)

Always 35%
Often 45%
Sometime 15%
s
Rarely 5%

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Interpretation:

80% of users find what they need frequently, indicating efficient inventory management at
Blinkit’s dark stores.

5. Pricing Perception (Value for Money)

Question: How do you find the pricing on Blinkit compared to other platforms?

Perception Respondents (%)

Very Competitive 20%
Reasonable 50%
Expensive 25%
Very Expensive 5%

Interpretation:

70% of users find pricing fair or competitive, helping to retain price-sensitive customers.

6. Overall Satisfaction

Question: Would you recommend Blinkit to others?

Response Respondents (%)

Definitely Yes 50%
Probably 30%
Not Sure 15%
No 5%

38
Interpretation:

80% of customers are likely to recommend Blinkit, reflecting strong customer loyalty and brand
trust.

Secondary Data Insights (Brief Summary)

 Blinkit operates on a dark store model, enabling ultra-fast delivery within 10–15 minutes.
 It earns revenue via delivery fees, commissions from brands, and Zomato ecosystem
integration.
 Zomato’s acquisition has strengthened its funding and logistics infrastructure.
 Blinkit is facing competition from Zepto, Swiggy Instamart, and BigBasket Now.

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CHAPTER - 5
Conclusion

5.1 Conclusion

The analysis of Blinkit’s business model highlights the transformation of urban grocery shopping
through quick commerce. Blinkit, by promising 10-minute delivery, has positioned itself as a
frontrunner in India’s hyperlocal delivery space. Its model is built around dark stores, real-time
order management, and technology-driven logistics, offering a value proposition centered on
speed and convenience.

The research, based on both primary data (customer surveys) and secondary data (industry reports,
articles), indicates that customers highly appreciate the brand’s efficiency, fast delivery, and user-
friendly mobile app. More than 75% of users reported satisfaction with Blinkit’s services, while
over 80% indicated they would recommend the platform to others. These insights confirm the
effectiveness of Blinkit’s business model in meeting modern consumer expectations.

However, the study also reveals potential challenges. Operational costs, especially those related to
logistics and inventory management, remain high. Sustainability and profitability are yet to be
fully achieved, especially as Blinkit continues to rely on aggressive delivery timelines and
discounts to maintain market share. Furthermore, with increasing competition from players like
Zepto, Swiggy Instamart, and BigBasket Now, Blinkit must continuously innovate to retain its
competitive edge.

Thus, while Blinkit’s business model is effective in the short term, long-term success will depend
on optimizing delivery operations, expanding responsibly, and enhancing customer loyalty
without overextending resources.

40
Recommendations

Based on the findings of the study, the following recommendations are proposed to strengthen and
sustain Blinkit’s business model:

1. Expand Product Categories and Inventory

Blinkit should diversify its product offerings to include more essentials such as baby care, bakery
items, pet supplies, and local specialties. This will not only increase the average order value but
also cater to a broader consumer base.

2. Improve Operational Efficiency

To reduce high logistics costs, Blinkit should continue investing in technology like AI-based
demand forecasting and route optimization. These can help ensure better inventory control and
reduced wastage at dark stores.

3. Target Tier 2 and Tier 3 Cities

With growing smartphone usage and urbanization in smaller towns, Blinkit has an opportunity to
expand beyond metros. Entering emerging markets with a tailored model (slightly relaxed
delivery times, localized inventory) can help reduce cost pressures while capturing untapped
demand.

4. Enhance Customer Loyalty Programs

A well-structured loyalty system offering rewards, cashback, and exclusive benefits can
encourage repeat usage and improve customer lifetime value. Subscription-based models like
Blinkit Prime (if introduced) could also generate steady revenue.

41
5. Optimize Delivery Fleet and Sustainability

Blinkit can move towards a greener delivery system by using electric vehicles and bicycles for
last-mile delivery. This will help reduce fuel costs and align with environmental responsibility
goals.

6. Focus on Profitability and Unit Economics

While customer acquisition has been successful, Blinkit needs to shift focus to profitability. Key
metrics like contribution margin per order, delivery cost per order, and customer acquisition cost
(CAC) should be tracked closely to ensure financial sustainability.

Suggestions for Future Research

1. Comparative Business Model Analysis

Future researchers can undertake a comparative study of Blinkit and its key competitors such as
Zepto, Swiggy Instamart, and BigBasket Now. This could involve:
 Benchmarking their value propositions, pricing models, delivery speeds, app usability, and
customer service.
 Understanding how each balances growth with operational costs and profitability.
 Assessing which strategies drive better customer loyalty or brand equity.

2. Unit Economics and Profitability Analysis

Given the high operational cost of 10-minute deliveries, future research can examine the viability
and sustainability of Blinkit’s business model. Suggested areas include:
 Fixed vs. variable costs in delivery
 Average order value trends over time
 Impact of delivery incentives and promotions
 Break-even analysis per delivery zone

42
3. Consumer Behavior and Buying Patterns
Another valuable direction would be analyzing how consumer expectations and behaviours are
evolving with q-commerce platforms like Blinkit. Possible focuses:
 Product preferences in quick vs. regular deliveries
 Time-of-day and frequency trends in purchases
 Behavioural segmentation of Blinkit’s customers
 Impulse buying behavior induced by fast delivery

4. Technology and Supply Chain Optimization

Blinkit relies heavily on tech for route optimization, stock management, and demand forecasting.
Research can explore:
 AI and ML applications in inventory prediction
 Real-time logistics tracking systems
 Efficiency improvements through IoT in dark stores
 Tech stack analysis of Blinkit vs. competitors

5. Environmental and Sustainability Concerns

As q-commerce accelerates, so does its environmental footprint. Future research can study:
 Emissions impact of ultra-fast deliveries (using bikes/scooters)
 Packaging waste and circular economy efforts
 Potential for electric vehicle (EV) adoption
 Policy frameworks to regulate fast delivery systems

6. Dark Store Ecosystem and Urban Impact

Dark stores are central to Blinkit's model. Future research could focus on:
 Economic and infrastructural impact of dark store density in metro areas
 Influence on small retailers or Kirana stores
 Optimization of dark store placement for efficient coverage

7. Geographic Expansion and Localization Strategy

43
As Blinkit scales to Tier 2 and Tier 3 cities, it must adapt its strategy. Research can examine:
 Localization of product inventory
 Language and UX adaptation on the app
 Challenges in delivery infrastructure and labour availability

8. Strategic Alliances and Ecosystem Integration

After being acquired by Zomato, Blinkit’s integration presents a rich research opportunity:
 Operational synergies (e.g., shared delivery fleet, warehouses)
 Cross-platform promotions and user engagement
 Ecosystem benefits (Zomato dining + Blinkit grocery)

5.2 Implications of the Study

This study on Blinkit’s business model offers a comprehensive understanding of how quick
commerce platforms operate and sustain themselves in the evolving Indian retail ecosystem.
Through the application of primary research (customer surveys) and secondary research (industry
reports and data), the study identifies key performance drivers, operational practices, customer
behaviors, and market dynamics that shape the success of Blinkit. The findings have wide-ranging
implications across multiple domains, including managerial decision-making, academic research,
public policy, and startup development.

1. Managerial Implications

The study provides crucial insights for Blinkit’s management team as well as other companies
operating in the quick commerce and e-commerce industries.

 Operational Optimization: The research highlights the importance of timely delivery and
product availability in maintaining customer satisfaction. Managers can use this insight to
invest further in real-time inventory management systems, route optimization
technologies, and efficient dark store placement to improve delivery time and reduce costs.
 Customer-Centric Strategy: Data from the survey suggests that users prioritize speed, ease
of use, and product variety. This implies that Blinkit should continue to enhance user

44
 experience through a simplified app interface, personalized product suggestions, and
consistent service reliability.
 Data-Driven Expansion: The study suggests strong user interest in quick delivery models
in urban areas. Management can leverage this information to plan market expansion into
smaller cities while customizing services to local needs. For example, in Tier 2 and Tier 3
cities, delivery timelines may be slightly relaxed to balance operational costs with
consumer demand.
 Retention and Loyalty Focus: With high levels of user satisfaction and willingness to
recommend, there is a clear opportunity to implement loyalty programs, subscription
models, or bundled services to increase customer lifetime value and reduce churn.

2. Academic Implications

From an academic perspective, the study contributes to the growing body of literature on digital
business models, particularly in emerging markets like India.

 Business Model Frameworks in Practice: The application of the Business Model Canvas
(BMC) to Blinkit shows how theoretical tools can be used to dissect real-world business
strategies. Future researchers can replicate this methodology to analyze other startups or
delivery platforms.
 Consumer Behavior in Quick Commerce: The findings offer insights into evolving
consumer expectations in a post-pandemic world, where convenience, speed, and mobile-
first solutions dominate purchasing decisions. These behavioral patterns can be further
studied in consumer psychology, marketing, and logistics research.
 Groundwork for Comparative Studies: This research lays the foundation for comparative
academic studies between Blinkit and other platforms such as Zepto, Dunno, Swiggy
Instamart, or international counterparts like Gorillas and Go puff.

45
3. Policy Implications

As quick commerce continues to grow, the findings of this study raise important considerations
for policymakers and regulators.

 Labor and Gig Economy Regulation: Blinkit relies on a large workforce of delivery
partners, many of whom operate as gig workers. This business model highlights the need
for labor policies that ensure fair wages, insurance, and working conditions for delivery
personnel.
 Environmental and Urban Impact: The increase in rapid deliveries contributes to urban
traffic congestion and higher emissions. Policymakers may consider regulating vehicle
emissions, promoting electric delivery fleets, and integrating quick commerce
considerations into urban planning.
 Consumer Data Protection: With vast customer data being collected for personalized
experiences, there is a growing need for data privacy regulation and ethical AI usage in
customer profiling and order recommendations.

4. Implications for Investors and Entrepreneurs

For venture capitalists, angel investors, and aspiring entrepreneurs, the study provides strategic
insights into the viability and scalability of quick commerce businesses.

 Investment Evaluation: The analysis helps investors evaluate Blinkit’s strengths—such as

high user engagement and operational efficiency—as well as weaknesses like high
delivery costs and intense competition. These insights can guide investment decisions not
only in Blinkit but in similar startups.
 Startup Roadmap: Entrepreneurs looking to enter the quick commerce or e-grocery
segment can learn from Blinkit’s approach to logistics, technology adoption, and customer
acquisition strategies. They can identify market gaps, such as regional expansion, hyper-
local sourcing, or specialized product categories like organic or health foods.

46
  Innovation Opportunities: The study suggests there is room for innovation in the quick
commerce model, including integration with smart home devices, voice ordering, AI-
driven restocking suggestions, or bundling services with other lifestyle platforms.

5.3 Limitations of the Study

While this study offers meaningful insights into Blinkit’s business model and its impact on
consumer behavior and market dynamics, several limitations must be acknowledged. These
limitations may have influenced the scope, accuracy, and generalizability of the findings.

1. Limited Sample Size

The primary data was collected through a survey with a limited number of respondents (e.g., 100–
150), primarily from urban areas. This may not fully represent the diverse population of Blinkit
users across India, especially those in Tier 2 and Tier 3 cities. A larger sample size would have
increased the reliability and statistical significance of the results.

2. Geographic Bias

Most respondents were from metropolitan cities where Blinkit operates actively. Therefore, the
study might not accurately reflect user experiences in smaller towns or regions where the
company is still expanding or has limited presence.

3. Time Constraints

Due to the limited duration available for conducting the research, some aspects of Blinkit’s
operations, such as seasonal demand fluctuations, supply chain variations, or long-term
profitability trends, could not be studied in depth.

4. Dependence on Self-Reported Data

The study relied on self-reported data through online surveys, which may be subject to biases such
as social desirability, recall errors, or misunderstanding of questions. These factors may affect the
accuracy and objectivity of the responses.

47
5. Rapidly Changing Market Conditions

The quick commerce industry is highly dynamic, with frequent changes in business strategies,
market players, and consumer preferences. As a result, the findings of this study may become
outdated over time or may not capture future developments such as technological innovations or
regulatory changes.

6. Limited Access to Internal Business Data

Since Blinkit is a private company, detailed financial statements, operational data, and internal
strategies were not publicly available. The study, therefore, relied on secondary data from media
reports, industry analyses, and public sources, which may not capture the full picture.

7. Lack of Comparative Analysis

While the study focuses on Blinkit, it does not include a detailed comparison with its competitors
such as Zepto, Swiggy Instamart, or BigBasket Now. Such a comparative approach could have
provided deeper insights into what differentiates Blinkit in terms of business strategy and
consumer perception.

5.4 Scope for the future Study

The business model of Blinkit represents a pioneering shift in the retail and e-commerce industry,
particularly within the Indian market. While this research has provided valuable insights into the
structure, effectiveness, and customer perception of Blinkit’s model, there remain several areas
that offer potential for further academic and practical investigation. As Blinkit continues to grow
and the quick commerce landscape evolves, the scope for future study becomes both necessary
and promising.

48
1. Comparative Analysis with Industry Competitors

This study focused primarily on Blinkit as an independent entity. However, the quick commerce
industry is highly competitive and rapidly evolving. Future studies could conduct a detailed
comparative analysis of Blinkit with other major players such as Zepto, Swiggy Instamart,
BigBasket Now, and Dunno. This could include:

 Comparative customer satisfaction levels

 Operational and logistics models
 Pricing and promotional strategies
 Market share analysis
 Technological differences in order processing and fulfillment

Such studies would provide deeper insights into what makes each business model unique and help
identify best practices across the industry.

2. Longitudinal Study on Consumer Trends

Given that consumer preferences and behaviors change over time, a longitudinal study could track
Blinkit users across multiple months or years to analyze trends such as:

 Frequency of use over time

 Shifts in product category demand
 Impact of pricing or loyalty programs on retention
 Seasonal patterns in usage behavior

This type of research would provide more dynamic insights into customer life cycles and Blinkit’s
ability to sustain long-term engagement.

49
3. Financial Sustainability and Profitability Models

While the current study focuses more on the structure and consumer-facing aspects of the
business, future research should delve into Blinkit’s financial performance. This can include:

 Analysis of revenue vs. cost structure

 Customer acquisition cost (CAC) vs. lifetime value (LTV)
 Delivery unit economics
 Break-even analysis
 Impact of discounts and promotions on profitability

Such financial modeling would be valuable for stakeholders and potential investors seeking to
understand Blinkit’s path to profitability.

4. Technology-Driven Operations

Blinkit’s business model heavily relies on advanced technology like AI-driven inventory
management, real-time tracking, and dark store automation. Future studies can explore how these
technological integrations:

 Improve efficiency and reduce delivery time

 Minimize inventory wastage
 Optimize labor and transportation resources
 Enhance personalization through data analytics
 Research in this area can also cover upcoming technologies such as drone delivery,
machine learning for consumer prediction, and automation in warehousing.

5. Expansion in Non-Metropolitan Markets

Currently, Blinkit operates primarily in Tier 1 cities. However, India’s real growth potential lies in
Tier 2, Tier 3, and rural markets. Future researchers can explore:

50
  Infrastructure readiness for quick commerce in smaller cities
 Differences in consumer behavior and expectations
 Adaptation of logistics and supply chains in low-density areas
 Opportunities for localized product offerings

Such research will help companies understand the viability of scaling their model beyond urban
areas.

6. Environmental and Social Impact

The quick commerce model, especially one promising 10-minute delivery, raises several
environmental and ethical concerns. Future studies can investigate:

 The carbon footprint associated with ultra-fast deliveries

 Packaging waste generated by single-use items and rapid logistics
 Working conditions and income security for delivery partners
 The psychological effects of instant delivery expectations on society

This type of research would be beneficial for ESG (Environmental, Social, and Governance)-
oriented businesses and regulatory bodies.

7. Consumer Psychology and Behavioral Economics

Further research could also explore why consumers prefer ultra-fast deliveries and the
psychological effects of convenience and instant gratification. Areas of interest may include:

 Emotional triggers that drive impulse purchases

 Role of UI/UX design in shaping consumer behavior
 Brand trust and perception in digital grocery services
 Dependency and consumer expectations of service reliability

Such findings can help Blinkit and similar platforms design better engagement strategies.

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References

1. Blinkit Official Website. (2025). About Us. Retrieved from https://www.blinkit.com

2. Economic Times. (2024). Zomato completes Blinkit acquisition: What this means for the
quick commerce market. Retrieved from https://economictimes.indiatimes.com

3. Business Standard. (2023). How Blinkit is reshaping the quick commerce sector in India.
Retrieved from https://www.business-standard.com

4. TechCrunch. (2022). Zomato to acquire Blinkit for $568 million. Retrieved

from https://techcrunch.com

5. Statista. (2024). Online grocery market in India – growth, trends and forecasts. Retrieved
from https://www.statista.com

6. Your Story. (2023). The evolution of Blinkit: From Grofers to a quick commerce leader.
Retrieved from https://yourstory.com

7. Money control. (2024). Blinkit’s dark store model and its impact on delivery speed.
Retrieved from https://www.moneycontrol.com

8. Crunchbase. (2024). Blinkit Company Profile & Funding. Retrieved

from https://www.crunchbase.com

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