Expanding its product catalogue, Zomato's quick commerce platform Blinkit has now rolled out a new vertical with sports and fitness essentials from premium brands such as adidas, Boldfit, Cosco, Yonex, boAt Lifestyle and The Whole Truth

The service is now live on the Blinkit app and available in select cities, including Delhi NCR, Mumbai, Kolkata, Chennai, Pune, Jaipur, Kanpur, Ludhiana, Chandigarh, Vadodara and Meerut among others.

The launch of a sports vertical is yet another step that Blinkit has taken towards the ecommerce space, as the company looks to increase the average order value and gross volumes.

Coinciding with the start of summer this year, Blinkit even added air coolers and appliances such as fans and third-party AC remotes.

Essentially, Blinkit has come a long way since its grocery delivery days.

Indeed, last year, Blinkit announced it would offer home repair and other handyman services which would pit it against Urban Company. However, the plan has yet to be executed.

Its main rivals - Zepto and Swiggy's Instamart - have also expanded their offerings amid a surge in demand for quick delivery of daily items, including delivery of packaged food and beverages.

And the competition is set to intensify with Walmart-backed Flipkart set to launch quick commerce offerings across Delhi, Mumbai and Bengaluru, while Tata Digital-owned BBnow is also eyeing a major investment in the space for 2024.

Notably, India's quick commerce market grew 77% YoY on average to reach $2.8 Bn in gross merchandise value (GMV) in 2023. In comparison, the e-commerce market has been, on average, growing at 13-14%.