Acquisition project | Blinkit

"Everything you need—delivered in minutes"

Blinkit is India's leading quick-commerce platform, bridging the gap between instant demand and urban lifestyle needs. We deliver across four major segments—daily groceries, home essentials, indulgence products, and convenience items—all at lightning speed.

Operating in over 40 cities and serving 17.5 million transacting customers, Blinkit is redefining how India shops. Don't let last-minute plans fall apart—Blinkit it! Download the app and get your essentials at your doorstep, not in days, not in hours, but in just a few minutes. Download now!

Understanding Blinkit ICP

Who are key decision maker, influencer, and blocker ?

1. What is the Product?

2. What are its Key Features?

3. What Problem is it Solving?

Competitor Analysis

Market Sizing

/. TAM – Total Addressable Market

• Potential customers: 100 million
• ARPU: ₹6,000/year

TAM = 100,000,000 × ₹6,000 = ₹6,00,000 crores per year
TAM = ₹6 trillion per year

/.SAM – Serviceable Available Market

• Blinkit is only operational in top ~40 cities today.
• There are approximately 100 cities which is culmination of tier 1 and tier 2 cities
• These cities cover roughly 30% of the 100 million serviceable customers.
• SAM = ₹6 trillion × 0.3 = ₹1.8 trillion (~$22 billion)

/. SOM – Serviceable Obtainable Market

Now market penetration:

• Blinkit has ~17.5 million transacting customers today (FY24).
• Out of possible ~30 million online grocery buyers in India today. ( Redseer Report)
• So market share is roughly ~58% of quick-commerce + online grocery active users.

✅ SOM = SAM × 58%
✅ SOM = ₹1.8 trillion × 0.58 = ₹1.044 trillion (~$12.5 billion)

Output of the market research is show below :

Designing Acquisition Channel

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The channel i would go ahead would be Paid Ads, Product Integration, and Referral Programme.

Observe what your ICPs actually go through

Current SEO Performance and Top Keywords

• Blinkit's organic search drives 34.9% of desktop traffic, but this is significantly lower than competitors like BigBasket (57.64%)1.
• The top organic keywords are heavily brand-focused (e.g., "blinkit", "blink it", "blinkit seller"), with some product-specific terms like "harry potter kinder joy" also appearing1.
• There are 15.4K keywords driving traffic, but the majority of high-volume terms are either brand or product-specific, not broad category or solution-oriented.

Content & Keyword Gaps

1. Non-Brand, Solution-Oriented Keywords

• Blinkit is under-optimized for generic, high-intent grocery and convenience queries such as:
• • "grocery delivery near me"
  • "instant grocery delivery"
  • "late night groceries"
  • "fresh fruits online"
  • "quick snacks delivery"
  • "regional festival ingredients delivery"
• These keywords are likely dominated by competitors and represent high-volume, high-conversion opportunities24.

2. Use Case and Occasion-Based Content

• There is a gap in content targeting specific customer occasions and needs, such as:
• • "Last-minute party essentials"
  • "Healthy breakfast delivery"
  • "Emergency medicine delivery"
  • "Gifting groceries online"
  • "Office pantry restocking"
• Competitors often create landing pages or blog content for these use cases, drawing in customers with immediate needs

3. Educational and Comparison Content

• Missing content includes guides and comparisons that help users choose Blinkit over competitors:
• • "Blinkit vs BigBasket: Which is faster?"
  • "How to use Blinkit for bulk orders"
  • "Best quick commerce apps in India"
• Such content can capture users in the consideration phase and improve brand authority

Summary Table: SEO Content Gap Opportunities

By building content around these gaps and optimizing for what your ICP is actively searching for, Blinkit can increase organic visibility, capture new demand, and solidify its leadership in the quick commerce space.

Let's see and understand what's working as well

1. Organic Search: The Second-Largest Traffic Driver (34.9%)

Blinkit’s organic search traffic accounts for 34.9% of total desktop visits, second only to direct traffic (43.19%)

• Top Keywords:
• • Branded terms: "blinkit" (550K monthly searches), "blinkit app down" (201K searches), and "blink it" (110K searches) dominate organic traffic.
  • Non-branded intent: "xerox shop near me" (450K searches) and "chips" (110K searches) rank #1, showing Blinkit’s ability to capture local and product-specific searches.
• Growth: Organic traffic surged 53.78% month-on-month as of March 2025, driven by improved SEO and localized content.

2. App Store Optimization (ASO) & Gamification

While not traditional "organic search," Blinkit’s app visibility is critical:

• App-related keywords: "blinkit app down" drives 7.13% of organic traffic6, indicating strong app adoption and retention challenges.
• Gamification: Features like time-bound discounts and loyalty rewards (e.g., "Streak Rewards") increase app engagement, indirectly boosting organic retention

3. Social Media as an Organic Amplifier

Blinkit’s organic social efforts drive brand discovery and engagement:

• Instagram Reels: Viral quick-delivery proof videos (e.g., "Groceries before your tea brews") generated 12M views in Pune alone2.
• User-generated content: Campaigns like #BlinkitSavesTheDay drive 450K monthly engagements on Facebook/Linkedln

1. Understand Your Audience

• Primary Audience:
• • Young urban professionals (24–35 years)
  • Students and single households (18–28 years)
  • Busy young families (30–40 years, dual income) - they also have kids
• Where They Spend Time:
• • Instagram (Reels, Stories)
  • YouTube (shorts, quick how-to videos)
  • Twitter (for memes, trending topics)
  • Linkedln ( for writing their experience with blinkit during diwali, holi etc.)
  • Google (searching for quick recipes, essentials)

✅ They like instant gratification, fun content, and daily life hacks/fun

Type of loop I want to build out.

📌 Hook

"What can YOU create with your Blinkit bag?"

• Color it, craft it into something, play with it, or dance with it — show your creativity.
• Make it fun, simple, and irresistible for all age groups (kids, students, even adults).
• Link it emotionally: "From essentials to memories — Blinkit bags are part of your life!"

✅ It’s playful, open-ended, and taps into creativity — perfect for virality.

✅ Creates a bottom-up + top-down momentum: organic + influencer push.

🧩 Flow of the Content Loop

1. Blinkit announces the #BlinkitBagChallenge: "Show us what you can create with your Blinkit bag!"
2. Influencers post first: coloring, making planes, playing with kids, dancing.
3. Regular users post their entries (tag Blinkit + hashtag).
4. Blinkit reposts best entries — gamify it (small prizes, feature on main page).
5. Viral momentum builds — media outlets might even pick it up if it’s wholesome and wide.
6. New audiences discover Blinkit through UGC → Download app → Order → Receive another bag → Loop continues.

🎵 Viral Song Component

• Blinkit creates a simple, original catchy tune (like "life in a blink" / "essentials at your door in a blink") that influencers use while showing their Blinkit bags or crafts.
• Needs to be:
• • Short (~15-30 seconds)
  • Playful and repetitive
  • Easy to dance or craft along with

✅ If the song itself becomes meme-able (like "Paawri Ho Rahi Hai" did), your challenge explodes.

Target Ratio:
A healthy CAC:LTV ratio is typically 1:3 or better, meaning for every ₹1 spent acquiring a customer, you should expect at least ₹3 in return over their lifetime.
This ensures sustainable growth and allows you to scale paid campaigns confidently.

Choose an ICP (Ideal Customer Profile)

• Target ICP for This Campaign:
• • Urban Millennials (Age 25-35), Working Professionals
  • • Reside in metro cities (e.g., Bangalore, Mumbai, Delhi)
    • Value convenience, speed, and quality in grocery delivery
    • Likely to order groceries 2-4 times/month, often for instant needs or planned weekly shopping
    • Comfortable with digital payments and mobile apps
• This ICP has frequent grocery needs + willingness to pay for speed — perfect match for Blinkit’s 10-min delivery promise.

Blinkit Estimates:

• Average Order Value (AOV) = ₹600
• Avg. orders per active user per year = 15
• So LTV = ₹600 × 15 = ₹9,000 per customer/year

Target CAC:

• To maintain a 1:3 ratio → Blinkit can spend ~₹3,000 to acquire a customer.

✅ CAC Target: ₹2,500–₹3,000 per paying customer.

Instagram + Facebook ( Video Ideas)

For Youtube Users

🎯 Audience Profile

✅ They value family, convenience, affordability, reliability.

📺 Ad Concept 1: "Papa, Ice Cream Mangwani Thi!"

Scene:

• Evening. A family relaxing after dinner.
• Child comes running:

  "Papa, ice cream mangwani thi na! Abhi yaad aaya..."

• Father looks stressed — it's 9:45 PM. Shops nearby are shut.
• Mother smiles, pulls out her phone, opens Blinkit app:

  "Chinta mat karo, 10 minute mein aa jayegi."

Cut to:

• Blinkit rider arrives at the door.
• Family enjoying ice cream together.
• End frame:

  “Zarurat ho ya zarurat ki yaad — Blinkit karo, 10 minute mein!”

✅ Emotional trigger: Family bonding, fulfilling small but important needs.

As a Blinkit user, folks are spending long hours on social media, networking, content consumption, payment platforms i.e UPI and service booking applications and platforms. The product must focus on finding a right fit amongst these options and look to leverage traffic and remind users to use Blinkit.

Blinkit X Urban Clap

Position Blinkit not as a service supply provider, but as an after-service experience enhancer — delivering comfort, freshness, and care products immediately after a service is completed.

🛠️ Step-by-Step User Flow

"Loved your clean home? Keep it fresh — Aftercare products delivered in 10 minutes!" | | 4 | User taps on the offer → Sees a pre-curated essentials pack relevant to the service completed:

• For cleaning: Room sprays, dust covers, disinfectant wipes.
• For salon: Sheet masks, moisturizers, hair serums.
• For pest control: Herbal sprays, repellents. | | 5 | User adds products to cart and checks out easily (lightweight checkout inside Urban Company app or deep link to Blinkit app). | | 6 | Blinkit fulfills delivery within 10–20 minutes. | | 7 | User gets a confirmation: "Your Aftercare Essentials are on the way! ✨ Enjoy your refreshed space." | | 8 | Urban Company closes the loop with a feedback nudge:

"Did our Aftercare Pack make your day better? Rate your experience." |

​Blinkit and Urban Company together turn great services into lasting experiences — delivering curated aftercare products to help customers maintain and enjoy the results of their service

Blinkit X Uber

Blinkit enhances your trip by delivering small but important essentials — before you reach your destination.

"Need a little extra for your journey? Blinkit delivers in 10 minutes!" | | 3 | Contextual suggestions based on destination type: |

Key Principles Followed

Post success metrics

You should define "success" BEFORE you launch.

Since embedding referral hooks during the live order flow could break user experience (especially when users are in an urgent, task-focused mindset),
I propose shifting the referral prompt to the "Recent Orders" or "Order History" page.

✅ Why?

• Users often revisit their past orders when they are relaxed — either browsing for repeat purchases or casually checking order details.
• This behavior is less time-sensitive, meaning they're more open to secondary actions like referring friends.

🛠️ Flow Placement:

• Location: At the top of the "Recent Orders" screen, right under the most recent order.
• Referral Prompt Text:

"Refer Blinkit to your buddy and earn 100 Blinkit coins! 🚀"

• Interaction: When the user taps, a casual, dynamic message generator opens based on who they want to send it to.

🎨 Visual Flow (Simple):

1. Recent Orders Page
2. Banner at Top:

   "Earn 100 coins! Refer Blinkit to your buddy."

3. Tap → Pop-up Opens:

   "Who are you referring to?"
   (Options: Friend / Family / Colleague / Teenager)

4. Select → Pre-filled, editable message appears with a shareable link.

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Blinkit Coin - Referral Journey