Changing Consumer Behavior and Strategic Growth: A Study of Blinkit in India's Online Grocery Market 2024-25

Abstract The Indian online grocery market has evolved rapidly over the last twenty years, fueled by digital growth and shifting lifestyle needs. The post-COVID-19 era served as a major catalyst, pushing consumers toward platforms that offer speed, safety, and convenience. This study investigates shifting consumer patterns and growth strategies within this sector, focusing specifically on Blinkit during the 2024–25 period. Using a descriptive and analytical research design, this paper evaluates secondary data from industry reports and company records. Through SWOT and comparative analyses, the study examines Blinkit’s business model and market standing. Findings indicate that Blinkit’s success is driven by its "dark store" infrastructure, AI-powered logistics, and ultra-fast delivery times. While these factors have secured its dominance in urban areas, the research identifies significant hurdles, including high operational overhead and intense market competition. The study concludes that while Blinkit effectively meets modern consumer demands for immediacy, its long-term sustainability depends on successfully expanding beyond major hubs into Tier-2 and Tier-3 cities.