Zomato-Blinkit’s Sibling Bickering

Food delivery giant Zomato marked the occasion of Raksha Bandhan with a lighthearted message for Blinkit, the hyper-local delivery company it acquired in 2022. In a post on its official X page, Zomato affectionately referred to Blinkit as its “adopted sis”, accompanied by a kiss emoji. 

Blinkit was quick to respond with a witty remark, correcting Zomato's terminology. “Adopted nahi acquired hota hai..itna bada hogaya pata nahi kab seekhega," Blinkit wrote, implying that it was acquired, not adopted, and jokingly asking when Zomato would learn the difference. 

Zomato's acquisition of Blinkit, formerly known as Grofers, was a strategic move to expand its footprint in the quick commerce sector. After the acquisition, Blinkit's founders, Albinder Dhindsa and Saurabh Kumar, joined Zomato's management team as part of the acquisition. 

This Raksha Bandhan, Zomato also showered love on its “sister” Blinkit with a reel on Instagram. The reel opens with a man wearing a red Zomato T-shirt being tied a rakhi by a girl dressed in a yellow Blinkit T-shirt. After the rakhi ceremony, the Zomato ‘brother' hands his Blinkit ‘sister' a box of sweets, and she feeds him a sweet. But in an amusing turn of events, the Blinkit sister is then edited to transition into a monkey wearing the same yellow outfit. 

“Nice edit chote,” Blinkit commented sarcastically. Not one to be outdone, they responded with their own reel, playfully editing Zomato's ‘brother' with a donkey's head. The caption reads, “Happy raksha bandhan @zomato bhaiya.” 

Zomato was quick to reply, “Tujhe adopt karke gadha hi feel ho raha hai behen (Adopting you feels like I am a donkey, sister).”

Since its acquisition, Blinkit has evolved into one of the most profitable ventures under Zomato's umbrella.