Teaching Notes: Zomato’s Blinkit: driving innovation in quick commerce

On August 6, 2024, Zomato Ltd.’s ^[1] chief executive officer (CEO), Deepinder Goyal, came across rival Flipkart’s ^[2] official press release about the launch of “Minutes,” its quick commerce offering of less than 15 min of grocery delivery. Flipkart had announced it would join the quick commerce battlefield with this strategic move ahead of the festive season. Zomato had acquired its own quick commerce arm, Blinkit, in 2022 for $570m (see case study Table 2), and by July 2024, it was valued at $13bn. It had been outperforming its competitors, Swiggy’s Instamart and Zepto. The quick commerce space was growing...