Blinkit: Maintaining Market Leadership in the Indian Quick Commerce Market

In November 2024, e-commerce giant Amazon announced its intention to enter the high-growth quick commerce market in India. Blinkit, based in India, was the market leader with a 45% share in the ultra-fast-delivery sector. To maintain its leadership in the face of the imminent Amazon threat, Blinkit had identified three strategic options: aggressive expansion, profitability focus with a limited growth in major cities, and backward integration of the supply chain with a focus on private labels for cost optimization and margin enhancement. Blinkit had to decide the best path forward that would balance revenues, market share, profitability, and competitive advantage.