Quick commerce transforms into "India's most powerful advertising medium" — Blinkit, Zepto, and Instamart's ad revenue set to top ₹6,000 Cr

10-minute delivery apps are rapidly emerging as "advertising platforms"

The three major players in India's quick commerce —Blinkit (a Zomato subsidiary), Zepto, and Swiggy Instamart— are seeing their advertising revenue expand rapidly. Combined annual ad revenue for the three companies has grown several-fold from ₹1,325 Cr in 2024 through 2025, with further growth expected in 2026 (the breakdown at the end of this article puts the 2025 figure at roughly ₹3,000-3,500 Cr).

Advertising income now accounts for 9–11% of each platform's revenue, growing into the second-largest pillar of revenue after seller commissions (about 70%). From major FMCG companies to D2C startups, brands are directing 15-20% of their digital advertising budgets toward quick commerce.

Why advertisers are flocking to quick commerce

Behind the rapid growth of quick-commerce advertising are three structural advantages not found in conventional digital advertising.

First, it can reach users at the moment just before they buy. Users who open a quick-commerce app already have the intent to "buy something right now." According to BCG data, in quick commerce, more than 70% of orders are replenishment purchases (repeat purchases of daily necessities, food, and snacks), and the time from ad exposure to completed purchase is a matter of seconds to minutes. Retail consultant Devangshu Dutta (founder of Third Eyesight) describes quick-commerce advertising as "the most concentrated form of retail media," noting that "the decision-making window is measured in seconds."

Second, it becomes the "shelf" for brands that have no offline distribution. For D2C brands, dark store shelves mean they no longer need to get listed in 100,000 kirana (independent mom-and-pop) stores nationwide. With just two channels — their own e-commerce site and quick commerce — they can reach urban consumers. In interviews with Inc42, many say that "for brands without a strong physical distribution network, quick commerce is the most cost-effective way to build awareness."

Third, the affinity between "small packs" and impulse buying. Small-volume SKUs are the mainstay on quick commerce, and the barrier for consumers to "just try it" is low. It is an ideal environment for new brands to win trial purchases.

Advertising revenue data for the three companies

Zepto CEO Aadit Palicha has revealed that the advertising division's ARR reached ₹1,670 Cr (about $200M), five times the previous year's level. Blinkit is reported to have exceeded ₹400 Cr in FY24 and reached ₹1,000 Cr last year. Swiggy and Zepto are each building their own DSP (demand-side platform), accelerating efforts to bring ad delivery in-house.

Ad prices up 40% in a year

As demand has surged, advertising prices on quick commerce have also soared.

Mudramax's Rupali Chavan defines quick-commerce advertising as "a shift from persuasion to utility," analyzing that "the density of consumer intent is extremely high on these platforms." Advertising is no longer functioning as "awareness" but as the "final nudge toward a purchase."

Local Reaction

• A media buyer at a major FMCG company: "TV commercial reach is declining, but sponsored listings on quick commerce lead directly to purchases. Because ROAS can be measured clearly, it's the most accountable channel among digital advertising."
• A D2C brand founder: "Going nationwide offline costs upward of ₹100 Cr, but with Blinkit's dark stores, we can win urban trial with a listing budget of just a few million yen. For a small brand, it's a lifeline."
• An account director at an advertising agency: "Many of our clients are shifting part of their Google and Meta advertising budgets to quick commerce. The decisive difference is that 'someone who sees the ad can buy on the spot.' It gives direct access to the very bottom of the funnel."

Implications for Japanese companies and marketers

Quick commerce's transformation into an advertising platform offers two practical implications for Japanese companies targeting the Indian market.

Lower entry barriers. Traditionally, selling consumer goods in India required building distribution across a kirana network of hundreds of thousands of stores nationwide. By placing products in quick-commerce dark stores and running in-platform advertising, companies can first reach affluent and middle-income urban consumers. A phased strategy — market-testing with small trial SKUs, gauging the response, and then moving into offline expansion — has become realistic.

The risk of rising advertising costs. That said, the fact that ad prices have risen 40% in a year shows that costs could jump further for latecomers. Because premiums double during India's festival season (Diwali: October-November) and the cricket IPL season (March-May), designing a strategy around the timing of ad placement is essential.

Industry impact: the battle for retail media supremacy

The expansion of quick commerce's advertising market is redrawing the map of India's digital advertising landscape as a whole.

In addition to established marketplace advertising such as Flipkart Ads and Amazon India Ads, Blinkit, Zepto, and Instamart are emerging as new players in "retail media." RedSeer estimates that 30-35% of quick-commerce users use these platforms as their default app for top-up and urgent purchases, creating "purchase opportunities that did not exist before."

As the delivery network expands into Tier II and Tier III cities, advertising reach is also expected to spread into regional areas. That said, measurement and attribution mechanisms remain immature, and standardizing "what counts as advertising effectiveness" remains a challenge going forward.

On the rapid expansion of quick commerce, see also Flipkart Minutes' full-scale entry with 800 stores and Amazon's with 500 stores and Blinkit's entry into food delivery with "Bistro" as well.

Reference Information

Conclusion

Advertising revenue for Blinkit, Zepto, and Swiggy Instamart reached ₹4,000 Cr (about 72 billion yen) in 2025 and is on pace to reach ₹6,000 Cr (about 108 billion yen) in 2026. Serving ads as the "final nudge" toward a purchase to the high-intent users drawn in by the convenience of "delivered in 10 minutes" — this model is reshaping India's advertising market as a form of "retail media" distinct from Google and Meta advertising.

Major FMCG companies have begun allocating 15-20% of their advertising budgets to quick commerce, and for D2C brands without offline distribution, it has become indispensable as a "substitute for shelf space." With ad prices up 40% in a year, Japanese companies too are being pressed to decide on early entry.