Deepinder Goyal on Disruptive Pricing

Post the Blinkit acquisition Zomato has invested roughly 2,800 crore rupees into the quick-commerce unit, including a 500-crore infusion in January 2025. The continuing capital top-ups indicate that quick-commerce remained a cash-hungry vertical even after integration, requiring ongoing investment to defend share against Swiggy Instamart, Zepto and newer entrants.

Blinkit is now Eternal's largest business vertical by order value, with revenue growth of 145 percent year-on-year reported for one recent period — a vindication of Goyal's 568-million-dollar all-stock bet. The performance reframed the 2022 acquisition from a contested move into a category-defining consolidation in Indian quick commerce.

The 2022 Blinkit acquisition — an all-stock deal worth roughly 568 million dollars — wedged Zomato into quick commerce, the 10–15-minute grocery category that Albinder Dhindsa's startup was pioneering. Goyal's defence of the deal rested on the thesis that convenience, once tasted, becomes addictive; Blinkit would later become Eternal's largest business by order value.

During the 2020 lockdown Zomato temporarily ran a Zomato Market grocery service across more than 80 cities and trialled alcohol delivery in West Bengal, Jharkhand and Odisha. Both experiments were discontinued — alcohol delivery in April 2021, with management citing weak unit economics and scale concerns — but the grocery pilot seeded the eventual Blinkit thesis.