Blinkit, the quick commerce division of Zomato, has announced the launch of TV delivery services in select locations, including Delhi-NCR, Mumbai, and Bengaluru. This marks another step in the company’s expansion into high-value product deliveries.
Albinder Dhindsa, CEO of Blinkit, shared the news on social media platform X, stating, “You can now get a TV delivered through Blinkit in minutes.”
Initially, Blinkit will offer Xiaomi Smart LED TVs through its platform. However, the company has confirmed that additional brands will be introduced soon. These deliveries will be fulfilled using Blinkit’s newly launched large-order fleet, which is designed to handle bulkier and high-value products efficiently.
The quick commerce industry has been witnessing a shift towards delivering larger and more expensive items to improve gross margins and increase average order values (AOV). Companies like Blinkit, Swiggy Instamart, and Zepto have been actively exploring ways to enhance profitability by expanding their product offerings.
Last month, Blinkit began delivering smartphones, feature phones, laptops, and printers. This move reflects the company’s strategy to establish itself as a leader in high-value product deliveries.
Rival quick commerce platforms are also stepping up their game to boost their AOVs. Swiggy Instamart has introduced deliveries for home appliances such as rice cookers, mixer grinders, and room heaters. Similarly, Zepto has started offering monitors and other electronic appliances, alongside launching a separate "Super Saver" initiative for bulk purchases.
Currently, Blinkit is leading the quick commerce sector in terms of AOV. In the October-December quarter, Blinkit’s AOV reached ₹700, surpassing competitors Zepto (₹650) and Instamart (₹534).
According to market experts, Blinkit holds a competitive advantage due to its extensive range of Stock Keeping Units (SKUs). “Swiggy and Zepto have been attempting to match Blinkit in terms of SKU variety, but there remains a significant gap,” commented an industry analyst.
To enhance their delivery efficiency, quick commerce companies are aggressively expanding their network of dark stores in both existing and new cities. This move is expected to accelerate deliveries while increasing market share.
However, this expansion comes at a cost. Companies in the quick commerce space are currently facing a high cash burn, with some incurring expenses of up to ₹400 crore. Industry analysts predict that this financial strain could continue for at least two more quarters before stabilizing as newly established stores begin to mature.
Conclusion
Blinkit’s foray into TV deliveries marks a new era in quick commerce, highlighting the industry’s evolving focus on high-value products. As competition intensifies, major players like Swiggy Instamart and Zepto are also diversifying their offerings to boost order values and customer retention. With rapid expansion and increasing consumer demand, quick commerce is set to reshape how high-ticket items are delivered in India.