How Brands Can Get Into the Top Carousel on Blinkit, Zepto & Swiggy Instamart?

Winning a spot in the top carousel of India’s leading quick commerce apps isn’t luck—it’s strategy. Here’s how to crack the code:

1. Optimising SKU Performance on Q-Com Platforms: Q-Com Platforms favour SKUs based on the following criteria-

One significant challenge the platforms face is managing inventory stock in the dark stores. Platforms love SKUs that move fast → and hence they want your brand’s Hero SKUs that Sell FAST! Keep in mind that Q-Com platforms stock only a few of your SKUs due to space constraints.

Emphasise on the PMF (Product Market Fit) & “brand-consumer connect” that resonates with the customer’s needs through hyper-local trends.

Key Strategies: Plan your own inventory movement, but build a relationship with your platform POC. Run tactical promotions & optimise product titles. 

Implement limited-time offers (e.g., “Buy 1 Get 1 Free” on weekends) to boost velocity. Add relevant keywords like “Monsoon Essentials” and “Instant Snacks” for better visibility.

2. Hyper-Localisation of Hero SKUs: The demand for Q-Com in India exhibits significant variation at the Pincode & city level. Furthermore, we see a shift in the pattern in Tier 1 cities where consumers open Q-Com apps for faster delivery, while browsing for the products elsewhere.

Add to it the diversity of consumers and their preferences, there is a high chance that while ragi chips may perform exceptionally well in Bengaluru, similar products could underperform in Jaipur.

Key Strategies:

Initiate collaborations with Q-Com platforms & strategically stock products tailored to seasonality, such as monsoon essentials like rain gear & Pakoda Mixes in Mumbai, & winter-specific snacks in Delhi (Sweet Potato).

Leverage analytical tools to pinpoint high-performing categories and SKU opportunities within your desired markets, allowing for data-informed decision-making that aligns with local consumer preferences.

3. Price It Right (But Don’t Race to the Bottom): Top carousels favour a mix of affordability and perceived value = Indians gravitate to psychological pricing like Magic Price Points of ₹49/₹99 & Bundle low-cost + high-margin items ( ₹199 immunity pack: Chyawanprash + Honey + Tulsi drops.) 

4. Pay-to-Play (Smartly): Quick commerce apps offer paid boosts = Sponsored Listings during peak demand hours (like morning pre-breakfast, lunch hours, etc.) & partnering with Q-Com apps for IPL, Diwali, or Ramadan bundles.

The marketing boost can be optimised by understanding the “cities x keywords” where you are performing well organically vs. those pockets where you might be underperforming.

Supporting the brand in areas of opportunity & weakness is key --> avoid spending money where your brand already has good pull!