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The Real Reason Dunzo Struggled While Blinkit Scaled On paper, both Dunzo and Blinkit offered fast delivery. But one scaled into a national quick-commerce brand. The other ran out of steam. Why? It wasn’t about tech. It was about focus. Dunzo’s Problem: Too Many Directions Dunzo tried to be everything—grocery, courier, meds, documents, pickups. A horizontal play. Great utility, low retention. Users came when needed. But not daily. And daily use is where scale lives. Blinkit’s Strategy: One Pain Point, Done Right Blinkit went all-in on one thing—essentials delivered now. No confusion. Just speed, convenience, habit. Every feature, every warehouse, every rider—optimized for that one job. Result? Shorter delivery times. Higher order frequency. Clearer value prop. Dunzo’s Trap: Serving Everyone, Pleasing No One By spreading itself across categories, Dunzo diluted experience. Inventory was patchy. Delivery times varied. Marketing was fragmented. Blinkit, meanwhile, turned repeat usage into a product feature. What Blinkit Understood Early Habit builds brand. Reliability builds retention. Narrow focus builds depth. That’s how Blinkit scaled while Dunzo pivoted. The Real Insight Scale isn’t about the number of services. It’s about the number of times a user taps you every week. Blinkit got this. Dunzo didn’t. The Playbook - Pick one urgent problem. Solve it faster than anyone. Optimize every part of the chain for that use-case. Drive daily usage. Expand only when the habit is locked. Final Take - Dunzo built a tool. Blinkit built a habit. And habits are the real moat in consumer startups.
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