Zomato`s Acquisition of Blinkit: Swallowing a Poison Pill?
| Case Code: MKTG464 Case Length: 16 Pages Period: 2021-22 Pub Date: 2024 Teaching Note: Available |
Price: Rs.400 Organization : Zomato Industry :Foodservice Countries : India Themes: E-commerce E-commerce Revenue Models, Services Marketing |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
On June 24, 2022, India-based restaurant aggregator and food-delivery company Zomato announced the acquisition of India-based instant grocery startup Blinkit for US$ 568.1 million in an all-stock deal. The acquisition marked Zomato’s entry into the highly competitive and flourishing Indian quick commerce (Q-Commerce) Industry.
Q-Commerce, a type of e-commerce in which the focus was on delivering quickly (in around 10 minutes), had been growing rapidly in India. The market size of Q-Commerce had touched $2.4 billion in March 2024 and was projected to grow by 40 - 45% over the next three years . There was a big race among the players to capture this attractive opportunity. Multiple players like Blinkit , Swiggy Instamart , Zepto , etc., were partnering with local vendors and capitalizing on technology for swift and capable transmission of products
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