Blinkit Diversifies Offerings with Sports Goods and Athleisure Wear

Blinkit, the quick commerce platform under Zomato’s umbrella, is expanding its horizons with the introduction of a new vertical featuring sports and fitness essentials. This strategic move aims to enrich the product catalogue and cater to the evolving needs of consumers seeking quality sports gear from renowned brands like Adidas, Boldfit, Cosco, Yonex, boAt, and The Whole Truth.

Product Expansion

The Sports Essentials vertical, now live on the Blinkit app, offers a diverse array of products spanning six segments, including outdoor and indoor sports and games, swimming, yoga and gym essentials, health supplements, clothing and accessories, as well as energy and hydration drinks. With price points ranging from INR 50 to INR 3,000, Blinkit aims to provide a comprehensive selection to fitness enthusiasts and sports aficionados.

Market Presence

The service rollout extends to select cities across India, encompassing key urban centers such as Delhi NCR, Mumbai, Kolkata, Chennai, Pune, Jaipur, Kanpur, Ludhiana, Chandigarh, Vadodara, and Meerut, among others. By strategically targeting these markets, Blinkit seeks to capitalize on the burgeoning demand for sports and fitness products among urban consumers.

Strategic Evolution

The foray into sports goods and athleisure wear marks another milestone in Blinkit’s evolution from its origins as a grocery delivery platform. Following its acquisition by Zomato in 2022, Blinkit has been on a trajectory of diversification, aiming to enhance its average order value and gross volumes. Notably, Blinkit’s gross order value surged by 97% year-on-year to INR 4,027 crore in Q4 FY24, underlining the platform’s growth trajectory.

Competitive Landscape

Blinkit’s expansion into non-grocery categories aligns with broader industry trends, where quick commerce players are diversifying their offerings to meet the diverse needs of consumers. Competitors such as Zepto and Swiggy’s Instamart have also expanded their product portfolios to cater to the growing demand for swift delivery of everyday essentials. Moreover, the impending entry of giants like Flipkart and Tata Digital into the quick commerce space signals heightened competition and market dynamism.

Market Outlook

The quick commerce market in India has witnessed remarkable growth, with a 77% year-on-year increase in gross merchandise value (GMV) to reach $2.8 billion in 2023. This robust expansion underscores the immense potential of the quick commerce segment, outpacing the growth rate of traditional e-commerce. As Blinkit continues to innovate and diversify its offerings, it remains poised to capitalize on this burgeoning market opportunity.

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