Eternal, the parent company of Zomato and Blinkit, reported advertisement and sales promotion expenses of Rs 1,138 crore for Q2FY27, up 41.2% from Rs 806 crore a year ago and 20.4% higher than the previous quarter. The shareholder letter also hinted at a shift in customer acquisition, with founder Deepinder Goyal suggesting part of its digital marketing budget could move to AI agents, which may offer more targeted acquisition costs than Google and Meta.
Blinkit added 308 net new stores, taking its total to 2,751, and Eternal now expects it to cross 3,500 by March 2027, up from the earlier target of 3,000. Around 5,000 stores are planned by March 2028. Net order value rose 79.3% to Rs 20,940 crore, and newer stores in smaller cities are reaching around 1,000 daily orders in a timeframe similar to metros. Blinkit also said it prefers helping third-party brands grow over competing with them through private labels.
Zomato’s food delivery arm posted NOV of Rs 11,445 crore, up 21.5%, with adjusted EBITDA of Rs 627 crore. District, the going-out business, is growing at over 50%, well ahead of plan, while Hyperpure now serves around 85,000 restaurants and is expanding into logistics and kitchen setup.
Consolidated adjusted revenue climbed 76% to Rs 24,621 crore, or 58% on a like-for-like basis after Blinkit’s shift to an inventory-led model. Adjusted EBITDA rose 197% to Rs 666 crore.
