Blinkit, formerly Grofers and now a part of Zomato, is one of India’s fastest-growing quick-commerce platforms. Known for its 10-minute delivery promise, Blinkit has changed how customers shop for groceries, essentials, and everyday items. For sellers and brands, it presents a huge opportunity to tap into a dynamic, urban customer base seeking speed and convenience. However, selling on Blinkit isn’t the same as listing on a traditional e-commerce marketplace. This guide walks you through the complete onboarding, listing, and scaling process for Blinkit in 2025.
1. Why Blinkit?
The quick-commerce model has exploded in India. Blinkit, with its network of dark stores and integrated delivery infrastructure, offers significant advantages:
- Rapid, local fulfillment
- Built-in logistics and delivery
- Large customer base across Tier 1 and Tier 2 cities
- Strategic support for sellers to scale fast
If your brand operates in FMCG, personal care, beverages, snacks, or household categories, Blinkit is a platform you can’t afford to miss.
2. Who Can Sell on Blinkit?
Blinkit is designed for brands that meet specific operational and legal requirements. You can sell as a:
- Manufacturer
- Brand owner
- Distributor
- Authorized reseller
The key is having the infrastructure to fulfill orders consistently and comply with regulatory standards.
Required Documents:
- GST Registration
- PAN Card
- Cancelled cheque with business bank account
- FSSAI License (for food products)
- Drug License (if applicable)
- Brand Authorization (if you’re a reseller)
- APOB (Additional Place of Business) registrations for multiple states
Step‑by‑Step Onboarding
3.1 Submit Initial Application
- Visit Blinkit’s Partner or Seller Hub at seller.blinkit.com
- Fill in business details: name, contact, GST, product categories
- Upload supporting documents and agree to the terms
- Click “Submit” and await account approval (normally 15–45 days; follow up if delayed)
3.2 Profile Completion & Seller Hub Access
Once approved, log in to:
- Upload your logo and brand identity
- Complete business profile (legal name, address, licenses, PAN, GST)
- Provide bank account details for payouts
- Set up your storefront with brand descriptor and contact details
4. The Real Process: You Can’t List Products Without a Category Manager
Unlike traditional marketplaces, Blinkit doesn’t allow sellers to directly list products from their dashboard.
Once your seller application is approved, a Category Manager (CM) is assigned to you. This CM acts as the single point of contact for onboarding and scaling your business on the platform.
Here’s how it works:
- The CM connects with you to discuss trading terms.
- You negotiate margins, investments, promotional budgets, launch cities, and RTV (Return to Vendor) policies.
- Once agreed, the CM initiates the New Product Introduction (NPI) process.
- You submit product data, images, pricing, barcodes, and legal documents.
- Once approved, Purchase Orders (POs) are triggered.
This centralized process ensures quality and consistency across Blinkit’s dark store network.
5. Understanding the Category Manager’s Role
The CM is critical to your Blinkit journey. Their role includes:
- Setting up commercial terms
- Helping you navigate APOBs
- Coordinating product listings (NPI)
- Managing category-level strategy
- Ensuring inventory optimization
CMs typically work across specific verticals—FMCG, personal care, beverages, snacks, etc.—and can recommend what SKUs will work best in specific cities or zones.
6. New Product Introduction (NPI)
The NPI process is where your products get listed on Blinkit. Once trading terms are finalized:
- Submit detailed product information (SKU name, description, barcode, weight, shelf life)
- Upload high-quality images (product, label, and picker-facing views)
- Set MRP, landing cost, and selling price
The CM and internal Blinkit teams review and approve your listings. This can take 3–7 days depending on category load.
7. APOBs: Expand Your Reach
To sell in multiple geographies, you need APOB (Additional Place of Business) registrations.
Why it matters:
- Blinkit operates through regional warehouses
- Without APOBs, you can’t send inventory to warehouses in other states
- APOB registration is mandatory under GST law
Apply via your GST portal or through a tax consultant. Blinkit will only allow PO generation and stock inwarding in approved APOB zones.
8. Purchase Orders (POs) and Inventory Inward
Once listings go live and APOBs are approved, Blinkit starts generating POs. These are based on:
- Regional demand forecasts
- Platform promotions
- Historical sales for similar SKUs
You’ll ship inventory to Blinkit’s warehouse in the assigned city. From there, Blinkit allocates stock to its dark stores. Each SKU must have a minimum inventory commitment per location.
9. Marketing and Promotions
To drive visibility, Blinkit allows sellers to participate in its marketing ecosystem:
- Banner placements on the Blinkit app
- Featured listings in categories
- Flash sales, combos, and coupon campaigns
- Sponsored search
These require ad wallet deposits, often ranging from INR 25,000–50,000 depending on scale. Your CM will guide you on the right mix based on your budget and product category.
10. Logistics and Delivery
One of Blinkit’s core strengths is its logistics infrastructure. As a seller, you don’t manage last-mile delivery. Your responsibility ends at:
- Fulfilling POs
- Ensuring timely inventory inward
- Replenishing stock as needed
Blinkit handles storage, picking, packing, and delivery. This makes it easier for sellers to scale without investing in logistics.
11. Commissions, Margins, and Payouts
Blinkit’s commission varies based on category, price, and trading terms. Typically:
- Commissions range from 8% to 20%
- Promotional support or co-marketing may be required
- RTV policies are SKU-specific
Payments are released twice a month, with complete visibility via the Seller Hub dashboard. Blinkit provides UTR numbers, tax invoices, and aging reports.
12. Common Challenges (and How to Fix Them)
- Dashboard confusion: You can’t list directly. Always wait for the CM.
- Document errors: Double-check APOB and GSTIN alignment.
- Stock issues: Forecast accurately to avoid OOS or RTVs.
- Ad budget ROI: Start with small campaigns. Monitor CTR and conversion.
13. Tips for Success
- Use clear product titles and descriptions
- Ensure barcode and image compliance
- Align MRP, offer price, and platform price
- Avoid near-expiry stock
- Focus on high-turnover SKUs for metro cities
- Start in 1–2 cities before scaling nationally
14. Scaling With Blinkit
Once initial SKUs are live and performing well:
- Add new SKUs through the same CM-led NPI process
- Explore regional festive packs or city-specific launches
- Deepen distribution via new APOBs
- Use Blinkit Ads to boost visibility for new SKUs
Brands that perform well often unlock exclusive promotions or app-level visibility.
15. Final Thoughts
Selling on Blinkit is not plug-and-play. It’s a curated process requiring partnership with Blinkit’s internal teams, especially your Category Manager. But for brands that invest the time and planning, the rewards are substantial—high-frequency orders, strong brand visibility, and access to India’s most responsive quick-commerce audience.
If you’re looking to grow in 2025, Blinkit is the place to be.
Need help registering your business, building your product catalog, or running your first campaign on Blinkit? Our team can assist with everything from GST compliance to marketing execution. Reach out today!
