The Reading Room D2C Brands

How Top D2C Brands Win on Blinkit & Zepto — Rohit Kaul’s Q-Commerce Field Notes with Plush, Perfora, Gobblecube

Jatin Chaudhary - Salesman @eChaiVentures l Good at managing WhatsApp groups n organizing high quality, large gatherings at low cost :-) l Observer l Fmr Global Shaper @WEF
Jatin Chaudhary
Salesman @eChaiVentures l Good at managing WhatsApp groups n organizing high quality, large gathe...
How Top D2C Brands Win on Blinkit & Zepto — Rohit Kaul’s Q-Commerce Field Notes with Plush, Perfora, Gobblecube
The most common mistake in quick commerce? Thinking getting listed is the win. The real game starts after that.

What This Read Is
A ground-up operator’s guide from Blume’s Rohit Kaul, featuring firsthand insights from three D2C founders navigating the trenches of quick commerce: Rinee from Plush (₹100Cr+ hygiene brand), Tushar from Perfora (oral care), and Sri from Gobblecube (data-driven ops for D2C).

Why It Matters Now
Every founder wants to get on Blinkit or Zepto. But what happens next? This piece explains what it takes to actually succeed post-listing—across platform economics, assortment strategy, and supply chain readiness. In a landscape where margins are thin and competition is brutal, these founders show what sustainable growth really looks like.

Key Takeaways or Insights

  • Category managers are the gatekeepers. You’re not selling to the consumer first—you’re selling to the manager. One of the founders got listed only after proving demand through Amazon (4.8 rating, high velocity).

  • Assortment drives performance. Most platforms don’t want your whole catalog. Plush shrunk their SKUs, picked top movers, and customized pitch decks for different cohorts (Blinkit’s urgent-use customers vs Zepto’s price-sensitive ones).

  • No listing is permanent. One founder said they were de-listed quietly after stagnant sales. You need consistent visibility, high fill rates, and weekly nudges to stay relevant to the algorithm and the human buyer.

  • Margins ≠ Strategy. Founders had to pick where to win: volume on Blinkit, premium margins on Amazon, or AOV expansion through owned channels. You can’t win on all fronts.

  • Operational sloppiness kills momentum. Sri talked about a brand that tanked due to missed replenishments and inconsistent pricing across platforms. Q-Commerce rewards predictability more than novelty.

Why I’m Recommending It
Too many startup decks glamorize “being on Blinkit.” This piece grounded me. It’s not about being fast—it’s about being operationally tight, smartly merchandised, and relentlessly proactive. If you're chasing quick commerce, this is your post-launch survival guide.

Closing Line
If you’ve ever thought, “Let’s get listed and figure it out”—read this first. These founders already did, and they’re still iterating every week.

Startup Stream
Blessing in disguise Books for Entrepreneurs Documentary eChai Wall of Love How I Met My Co-Founder In Focus Today Insight Reports Movies for Entrepreneurs Notes from Podcasts Slice of Startup Life The First Hire The First Welcome in Silicon Valley The Reading Room Unforgettable Lessons

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Founder @ Upsquare & House of Starts • Angel Investor + LP
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Shalin (Shawn) Parikh - Founder, MyCPE One
Shalin (Shawn) Parikh
Founder, MyCPE One

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