
Blinkit, Instamart’s Q4 numbers show likely entry into normalization phase as growth moderates
Subscribe to enjoy similar stories.BENGALURU: India’s quick commerce sector may be entering a new phase where blistering growth begins to cool even as the overall momentum remains intact.Eternal Ltd’s Q4 shareholder letter showed Blinkit’s net order value (NOV) grew 8% to ₹14,386 crore sequentially, compared to 13% growth QoQ in the previous quarter. On the other hand, Instamart’s gross order value (GOV) fell to ₹7,881 crore from ₹7,938 crore in the previous quarter.
It grew 13% QoQ in the previous quarter.The slower quarterly momentum points to a turning point for the segment, highlighting that quick commerce is expanding fast but growth is starting to normalize as competition intensifies. Eternal’s management acknowledged the impact of intensifying competition on growth dynamics.“High competition can have adverse impact in certain periods of time, like the one we are going through now, where aggressive discounting is leading to poor-quality growth centred around select low-margin SKUs.
But more broadly and longer term, good competition will aid our growth as well as the growth of the market over the next few years,” Albinder Dhindsa, CEO of Eternal, said in the Q4 letter to shareholders.The management maintained that the slowdown is a natural evolution.“Growth rates are now naturally moderating off a much larger base,” it said, reiterating expectations of an over 60% CAGR for Blinkit over the next three years.Swiggy, which operates Instamart, also acknowledged mounting competitive pressure.“The quick commerce category continues to remain a very highly competitive segment in a multi-player market. The increasing competition has only made it clearer to us that increasing our staying power and doubling down on our
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