Eternal Ltd., formerly known as Zomato, has taken a bold leap in India’s rapidly growing quick commerce sector through Blinkit. The company has fundamentally transformed its business model by shifting from a marketplace-based structure to complete inventory ownership and control. This transition signals Eternal’s ambition to dominate quick commerce while addressing the rising expectations of consumers who demand instant deliveries and consistent service quality.
As demand for hyper-fast delivery continues to grow across Indian cities, Eternal’s strategy underscores its commitment to innovation, customer satisfaction, and sustainable growth. The full-inventory model now allows Eternal to exercise precise control over product availability, pricing, logistics, and delivery performance.
A Strategic Shift: From Marketplace to Inventory Ownership
Eternal’s transition to a full inventory model marks a significant departure from the traditional marketplace approach adopted by many quick commerce players. By owning inventory, Eternal gains complete oversight over supply chain operations, ensuring seamless availability and enhanced quality control.
Additionally, this control helps Eternal streamline pricing strategies and optimize inventory placement for faster deliveries. Through Blinkit, the company has already begun reaping the operational advantages of this transformation across its expanding dark store network.
Rebranding as Eternal: A Clearer Vision for the Future
In a move to better represent its diverse portfolio, Zomato rebranded its parent company as Eternal Ltd. This rebranding aligns with the company’s goal to operate multiple distinct yet synergistic businesses under a unified brand identity.
Eternal now oversees four business verticals—Zomato for food delivery, Blinkit for quick commerce, Hyperpure for B2B kitchen supplies, and the newly launched District for live experiences. This broader brand architecture allows Eternal to target various consumer segments while maintaining operational clarity.
Zomato Quick Gets the Axe as Blinkit Takes the Lead
Amid the strategic pivot toward Blinkit, Eternal has decided to shut down Zomato Quick—a service designed to deliver restaurant meals at quick commerce speed. The company cited inconsistent customer experiences as the primary reason behind the decision.
Instead, Eternal will concentrate its efforts and resources on scaling Blinkit and strengthening its infrastructure to ensure faster and more reliable service across all touchpoints.
A Competitive Market: Eternal Positions Itself for Long-Term Dominance
Eternal faces intense competition from rivals , who are also racing to conquer the quick commerce space. However, Eternal’s focus on owning inventory, improving service reliability, and investing in technology offers a competitive edge.
By tightly integrating its logistics operations and supply chain, Eternal seeks to consistently exceed customer expectations and reinforce its leadership position in the Indian quick commerce industry.
Looking Ahead: Technology and Scale Will Drive Growth
Despite short-term losses, Eternal remains committed to its long-term vision of transforming quick commerce through technology, scale, and control. The full inventory model provides a strong foundation to meet rising demand and deliver faster. More reliable services across urban India.
As the market matures, Eternal’s bold strategy could very well define the next phase of innovation. And competition in India’s fast-moving digital retail ecosystem.
