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Despite offering a massive catalog of over 2,700 brands, Blinkit's business is heavily concentrated. A closer look at the numbers reveals that just 18% of brands account for a staggering 80% of total sales. This sharp concentration highlights a crucial reality: while customers are presented with endless choices, their spending habits remain sharply focused on a select few trusted names.
This concentration effect signals two critical insights. First, customer loyalty and trust in a few dominant brands drive the majority of sales. Second, while expanding catalog depth can improve perceived choice, it is the strength and recall of core brands that actually fuel revenue. For emerging brands and Blinkit itself, this pattern underlines the strategic importance of high-velocity SKUs, brand equity, and focused marketing investments.
At the platform level, Blinkit follows a classic Pareto Principle (80/20 rule):
👉 Among 2,777 brands listed, only 491 brands account for 80% of total sales.
"Only 17.7% of Blinkit’s brands generate 80% of the platform’s revenue."
Mapping Sales Concentration Across Blinkit's Catalog
An analysis of Blinkit's key categories reveals that while the platform offers broad choices, a small subset of brands consistently drives the majority of category-level sales.
Categories with High Brand Listings but Sharp Concentration:
- Chocolates: 56 brands exist, but only 5 brands drive 80% of chocolate sales (just 8.9% of brands).
- Appliances: despite 93 brands listed, only 16 contribute to 80% of sales, reflecting a strong concentration within the category."
- Deodorants: Among 73 brands, only 13 brands contribute to 80% of sales (17.8% of brands).
- Fashion Accessories: 76 brands are listed, but a small proportion (14 brands) contribute significantly to sales.
Popular Daily-Use Categories:
- Bread & Pav: 47 brands are listed, but 23 brands drive 80% of transactions (48.9% of brands).
- Gift & Kits: Out of 72 brands, only 19 brands contribute to 80% of category sales (26.4% of brands).
- Dry Fruits: Among 63 brands, just 17 brands contribute significantly (27.0% of brands).
Larger Essential Categories by Brand Size:
- Oils: A large category with 93 brands, yet only 28 brands account for 80% of sales (30.1% of brands).
Understanding Category and Brand Concentration
The data indicates a high concentration of customer spending across a limited number of categories and brands.
Categories such as Chocolates, Gift & Kits, Dry Fruits, Oils, and Bread & Pav demonstrate a strong pattern where a small subset of brands capture the majority of transactions. Even in relatively large categories by assortment size, a concentrated purchasing pattern is visible, reflecting focused consumer choices across Blinkit's platform.
Blinkit's data shows that success isn’t about offering the most extensive assortment — it's about identifying where demand naturally concentrates and optimizing business strategy around it.
As the quick commerce space evolves, Blinkit's ability to refine its focus on high-performing categories and optimize operations accordingly will play a critical role in shaping its future growth.
"As quick commerce evolves, the winners will be those who master precision, not abundance."
If you’re a brand looking to crack Quick Commerce, let’s talk. Write to us at hello@datumintell.com if you have any questions, inquiries, or collaboration opportunities. We’d love to hear from you!
