Zomato Halts Blinkit Integration
Zomato’s strategy is evident in its decision to maintain a distinct separation between its food delivery platform and quick-commerce unit, focussing on developing Blinkit as an independent brand.
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Foodtech brand Zomato has reportedly decided to stall the integration of its quick commerce arm Blinkit to focus on building super brands. Deepinder Goyal, Zomato’s founder and chief executive said, “In India, super apps haven’t proven as successful as they have in China and Indians lean towards super brands.”
A senior executive from Zomato’s operations said, “At a corporate level, the message is to build brands and the most meaningful synergies are being driven — between not just food and Blinkit but also among the different verticals that the broader organisation runs — are happening mainly on the backend to ensure it doesn’t impact customer experience.”
Zomato’s strategy is evident in its decision to maintain a distinct separation between its food delivery platform and quick-commerce unit. The focus is on developing Blinkit as an independent brand.
