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Blinkit is back on top. It's now the leader both in terms of Monthly and Daily active users in the quick commerce space, ahead of Zepto. But, why is this happening? Well, Zepto has shifted from its aggressive growth strategy to a more conservative one. They have scaled back not just on dark store expansion but also on marketing efforts. Zepto added only 22 dark stores in two months, a steep slowdown from the 300 they rolled out in a single quarter last year. Plus, in just five months, Zeptoās daily paid ad driven downloads have gone down from 250,000 to under 10,000 (a 97% fall) according to Sensor Tower data. Blinkit and Instamart are expanding into smaller towns, while Zepto is sticking to big cities. Blinkit: 172 cities Instamart: 100+ cities Zepto: ~73 cities But all three are slowing down overall. Blinkit and Instamart are expected to open fewer than 150 new stores this quarter, which is about half of what they did in late 2024. They have also trimmed their marketing budgets. Blinkit by around 50%, Instamart by 25%. Zepto, however, has made even deeper cuts in both expansion and promotions and that is starting to reflect in user engagement on the platform.
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