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ten minutes from
the ad to the doorstep.
Blinkit, Zepto and Instamart are a media channel with a shelf attached and a stock problem underneath. Very few teams in India operate all three properly. We do.
why this is different
Everything performance marketers learned about D2C assumed a gap between wanting something and having it. Retargeting, abandoned cart flows, the three day consideration window. Quick commerce removed the gap.
Your customer types a category word, sees six options, and one of them is at their door before they have finished the thought.
What replaces the funnel is simple to describe and much harder to execute. Be visible on the search term, be in stock in that specific dark store, and win the comparison in the two seconds someone spends looking at a tile.
The failure nobody warns you about is geography. You can win a keyword nationally and convert nothing, because you are out of stock in the eleven dark stores serving the pin codes where your customers live. Ad spend into an unavailable SKU is money gone, and platform reporting will not tell you it is happening.
three platforms, three machines
Ad products, reporting granularity and merchandising leverage differ enough that treating them as one channel loses money on at least two.
Blinkit
The deepest ad stack of the three and the most competitive auctions in most metros. Keyword and banner inventory both matter, and category share moves fast when a competitor decides to spend.
Zepto
Younger customer, denser basket, and more impulse conversion than any other channel we run. Pack size and price point do more work here than creative does.
Swiggy Instamart
Sits inside an app people already opened for something else, which changes what discovery looks like. Placement and category adjacency carry more weight than raw keyword bids.
four jobs, in this order
The order matters more here than on any other channel. Skip the first and everything after it is wasted.
Availability
Dark store level stock mapped against where your demand actually is. We will not put spend behind a SKU that is not reliably on the shelf in that catchment.
Visibility
Keyword and banner buying across all three platforms, bid by city and category, with share of voice tracked against the brands in your aisle.
Conversion
Tile imagery, title, pack size and price ladder. You get two seconds and one thumbnail. Most brands upload the Amazon asset and lose on that alone.
Assortment
Search data tells you which pack sizes and variants people want in a ten minute context. That feeds back into what you list, not the other way round.
common questions
If your product is impulse, replenishment, gifting, or anything bought without research, yes. If it is considered, high ticket, or needs a size decision, it is usually a distribution play rather than a media one. We will tell you which you are on the first call rather than selling you a retainer to find out.
Sometimes it does not, and we will say so. We model contribution margin after platform commission, fulfilment and ad spend before recommending a budget. For some categories the honest answer is that quick commerce is an acquisition cost you accept to defend shelf presence rather than a profit centre. That is a real strategy, but you should choose it knowingly.
Listing and commercial terms are your team’s negotiation, not ours. What we do is make sure that once you are on, you are visible in the right catchments and your assortment matches what the demand data says. We will help you build that case with the platform using our data.
City level holdouts, mostly. We hold spend in comparable catchments and read the difference in total category offtake rather than platform-reported sales. It is blunter than a proper lift test, but it is the honest tool available and it beats accepting a platform’s own attribution.
most brands are
losing this quietly
We will check your visibility and availability across Blinkit, Zepto and Instamart in your top three cities.