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Stream/Area:
-
Subject:
-
Paper ID:
10.55041/IJSREM.GSTCOS096
Volume:
10 |
7 |
Jul 2026
Pages:
1-5
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department Of MBA
, CMR Institute of Technology, Hyderabad, Telangana,
Department Of MBA
, CMR Institute of Technology, Hyderabad, Telangana,
Digital marketing has become a critical tool for quick‑commerce platforms in India as they compete to capture dense urban markets. Quick‑commerce firms such as Blinkit rely on an aggressive mix of hyperlocal online promotions, app‑based engagement, and social media content to deepen their presence in metros like Hyderabad. This study examines the digital marketing strategies adopted by Blinkit for market penetration in Hyderabad and evaluates their effectiveness in driving customer acquisition, purchase frequency, and satisfaction. Primary data were collected from 120 Blinkit users through a structured questionnaire and analysed using percentage analysis, descriptive statistics, chi‑square tests, reliability analysis, correlation, and regression. Results show that social‑media campaigns, app notifications, and influencer collaborations significantly influence customer behaviour, with digital‑marketing exposure explaining a substantial share of variation in purchase frequency (R² ≈ 0.62). Customers, particularly young professionals and students, report moderate to high satisfaction but expect more personalised offers and stronger loyalty rewards. The paper concludes with suggestions for strengthening Blinkit’s digital marketing effectiveness in Hyderabad through AI‑driven personalisation, hyperlocal creatives, and structured loyalty programs.
KEYWORDS
Digital marketing is central to Blinkit’s market‑penetration strategy in Hyderabad. Empirical evidence from 120 respondents indicates that social‑media campaigns, app notifications, and influencer content substantially shape awareness, purchase decisions, and repeat orders. The statistically significant association between digital‑marketing exposure and purchase frequency underscores the importance of sustained, well‑targeted campaigns. While customer satisfaction with Blinkit’s digital promotions is generally positive, opportunities remain to enhance personalisation, hyperlocal relevance, and loyalty mechanisms. By acting on these insights, Blinkit can further strengthen its competitive position in Hyderabad’s quick‑commerce market.
1. “Blinkit Marketing Strategy & Case Study – Business Model …” CIIM, 2025. 2. “Blinkit Marketing Strategy 2025: A Case Study.” ProjectPractical, 2025. 3. “Blinkit Case Study 2026.” Young Urban Project, 2025. 4. “Inside Blinkit’s Throne: Types of Marketing Strategies Used and Key Lessons to Learn.” Harnium, 2025. 5. “The Blinkit Playbook: How Hyper‑Local Strategy & Operational Mastery Are Redefining Quick Commerce.” LinkedIn article, 2025. 6. “Blinkit’s Digital Marketing Case Study – How It Achieved 46% Market …” OMR Digital, 2025. 7. “Blinkit’s 10‑Minute Delivery Model: Hyperlocal Supply Chains in India’s Quick Commerce.” BIBS, 2025. 8. “Marketing Strategy of Blinkit.” Research paper / report. 9. “Quick‑Commerce Ads Agency in India | Zepto, Blinkit, Instamart.” Unbundl. 10. BBC News. “Blinkit, Swiggy Instamart, Zepto: Inside India’s ultra‑fast quick‑commerce boom.” 2026.
Publication Date
7/4/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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No funding information available for this research.
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