Blinkit targets rich shoppers with Gourmet to lift margins
Blinkit has begun piloting a premium grocery offering called Gourmet in select pincodes of Bengaluru, Delhi-NCR, and Mumbai, as the Eternal-owned quick commerce company looks to tap demand for high-end food and grocery products while increasing order values and improving margins, according to three people in the know.
The service offers premium products such as artisanal cheeses and breads, and ozone-washed fruits and vegetables. Gourmet is being serviced through a separate network of around five dedicated dark stores, two each in Delhi and Bengaluru, and one in Mumbai, the people said.
The launch positions Gourmet as a challenger to Bengaluru-based FirstClub, promoted by former Cleartrip chief executive R. Ayyappan, which raised $55 million from Peak XV Partners and Sofina at a $255 million valuation last month. FirstClub caters to users who prioritise curation and quality over delivery speed.
While Blinkit’s pilot remains limited in scale at the moment, it could serve as a template for a wider rollout in other cities if the format gains traction, said the people cited above. It has onboarded niche brands, including The Gourmet Jar, Krumb Kraft, Oat Mlk, VK Hydroponic Farms, and Zuru Zuru, and is currently in talks with additional players such as Urban Platter.
“Sales are a bit slow on Gourmet at the moment, but we expect greater momentum once the footprint expands,” said the founder of a brand listed on Gourmet, on condition of anonymity. “Our fastmoving products are also
listed on Blinkit’s main platform, so we are happy with the growth there.”
Blinkit declined to comment on Mint’s queries.
Mint reported in October that Blinkit was exploring ways to sell premium offerings, joining other online grocery players in moving upmarket to attract higher-spending customers and boost margins.
The move reflects its effort to stand out as quick commerce matures in its core markets and acquiring new customers becomes harder.
“Next phase of growth will come from creating differentiation and increasing stickiness among existing customers,” Ankur Bisen, senior partner, retail consultancy. The Knowledge Co, said. “A standard quick commerce model cannot address every consumer need. This is similar to how traditional retailers launch premium formats for a more discerning customer.”
For context, a premium brand on Gourmet sells products priced about 20-30% higher than a mass-market counterpart, which could help Blinkit bag higher margins.
Blinkit also wants to use its market leadership to stay ahead of the curve with new
The products are
priced 20-30% higher than massmarket offerings, helping Blinkit target higher order values
initiatives, Bisen added. In 2025, Blinkit commanded 47% of the quick commerce market, followed by Zepto (24%), Swiggy Instamart (22%), and others, including Tata-owned BigBasket and Flipkart Minutes at 6%, per estimates by market research firm Datum Intelligence.
Gourmet joins other pilot initiatives by Blinkit, including 10-minute ambulances, Bistro for rapid snack delivery, and a large-order fleet for oversized items such as geysers, air purifiers, and gaming consoles.
Blinkit posted an adjusted Ebitda profit of ₹37 crore in the March quarter of FY26, its second straight quarter of profitability, against an operating revenue of ₹37,779 crore. However, net average order value (NAOV) improved only marginally to ₹525 against ₹520 a year earlier.
“Broader selection consistently drives higher retention, wallet share, and NAOV - we see this clearly in the data. The headroom to expand both breadth and depth across all cities is significant. In the top eight cities specifically, we expect this to be a primary driver of store additions going forward,” Albinder Dhindsa, Eternal’s group chief executive officer, said in the Q4 FY26 letter to shareholders.