Zomato launches grocery delivery via Blinkit on its app in Delhi-NCR

Through a combination with fast-commerce business Blinkit, which Gurugram-based food aggregator recently acquired, Zomato has begun testing grocery delivery on its app.

On August 27, customers in Delhi and the National Capital Region (NCR), commonly referred to as NCR, were able to order goods through the Zomato app, but Bengaluru and Mumbai were not included. The minimum order amount for the Zomato app was 49 rupees, while that for the Blinkit app was 150 rupees.

Additionally, Colgate-Palmolive products were listed in the grocery section of the Zomato app with the label “sponsored,” indicating that the company uses the platform for ad monetization like other e-commerce businesses. .

Zomato is making its third attempt to dominate the supermarket market. It was initially attempted in 2020 during the Covid lockdown, but as restrictions were eased demand declined.

Given the significantly larger digital ad spend budgets of consumer packaged goods (CPG) companies, Zomato founder Deepinder Goyal previously predicted that ad sales revenue from fast commerce would exceed food delivery.

Previously, Blinkit launched a printing service at Gurugram, charging Rs 9 per page for black and white printing and Rs 19 for color printing.

“Rapid trading will help us increase the share of customer wallet spent on our platform and also increase the frequency and engagement of our customers,” Goyal had said while explaining the rationale for the deal.

According to the company, fast trade naturally encompasses a variety of product categories, including stationery, miscellaneous giftware, electronics, beauty and personal care, and over-the-counter pharmaceuticals. Additionally, non-grocery areas help the fast-commerce business achieve better average order values ​​and better profit margins.

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