Blinkit, Zepto, Instamart have changed Indian buying behaviour — but the markup is real and adding up monthly.

Indian urban consumers now reflexively open Blinkit, Zepto, or Instamart for any 10-minute need. The convenience is real and life-altering. The markup is also real: 10-20% above local kirana stores on most categories. For an average urban household ordering 4-5 times a week, this is ₹3,000-5,000/month in extra spend. The rational use is targeted: emergencies, weekend top-ups, and items truly needed in 30 minutes. The monthly grocery still belongs on BigBasket or DMart at 15-20% lower prices. Treating quick-commerce as the default channel quietly inflates household spending by 8-12% with no proportional benefit.