Baby care on Blinkit, Swiggy Instamart and Zepto, Bengaluru — what the shelf actually looks like.
On Swiggy Instamart, Cetaphil held 56 sponsored placements for “baby lotion” — 47% of everything paid in that search. Each dark store carries its own assortment, ranks from its own local signals, and sells its own ad slots, so a brand's “national” position in this category is an average of shelves that don't resemble each other.
Read from the public shelf a shopper sees on Blinkit, Swiggy Instamart and Zepto, across 9 dark stores in Bengaluru, on 1 August 2026. No seller account, no brand's private data, nothing supplied by anyone. Rank is position within the results each shelf returned, so a worst rank means “bottom of what we could read in that store”, not bottom of the catalogue. Ads are counted as sponsored slots owned, never rupees spent — bids aren't public. Depth is how many products a store returned for the search, and the platforms cap results differently, so compare depth consistency between stores rather than raw totals. One city, one day: a snapshot, not a trend. *Lowest seen is the lowest position we observed for that brand within the results a store returned — the platforms cap result counts, so it is a floor on what we could read, not a claim that the brand ranks there in the full catalogue.
The two platforms are not the same shelf
Swiggy Instamart carried the wider selection (about 24 distinct brands per search versus Blinkit's 23), while Zepto was far more consistent store to store — its depth swung by at most 2 products between its own stores, against 24 on the other. Blinkit and Swiggy Instamart and Zepto had an advertiser in every single store for every search we ran — there was no uncontested shelf at all.
For a brand that is a real trade-off, not a preference: a wider shelf means more competitors listed but more inconsistency to exploit; a uniform shelf means fewer rivals but nowhere quiet to land.
| Search | Distinct brands | Depth per store | Stores with ads | ||||||
|---|---|---|---|---|---|---|---|---|---|
| Blinkit | Swiggy Instamart | Zepto | Blinkit | Swiggy Instamart | Zepto | Blinkit | Swiggy Instamart | Zepto | |
| baby lotion | 20 | 20 | 11 | 12–36 | 38–41 | 21–22 | 9/9 | 9/9 | 9/9 |
| baby wash | 21 | 22 | 11 | 24–36 | 38–41 | 19–21 | 9/9 | 9/9 | 9/9 |
| baby wipes | 27 | 31 | 9 | 12–36 | 47–56 | 18–19 | 9/9 | 9/9 | 9/9 |
Blinkit in detail
“baby lotion” on Blinkit
20 distinct brands across 9 stores. Depth ran 12–36 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹67–₹2299 (median ₹366).
Where brands peaked: Himalaya reached #1 at best, in 8 of 9 stores; Johnson's reached #6 at best, in 9 of 9 stores; Cetaphil reached #7 at best, in 8 of 9 stores.
Most sponsored slots: Tuco Kids with 10.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Johnson's | 9/9 (100%) | #6 | #35 | 7 |
| Tuco Kids | 9/9 (100%) | #14 | #36 | 10 |
| Himalaya | 8/9 (89%) | #1 | #35 | 6 |
| Mother Sparsh | 8/9 (89%) | #3 | #26 | 4 |
| Cetaphil | 8/9 (89%) | #7 | #36 | — |
| Atogla | 8/9 (89%) | #11 | #36 | — |
| Venusia | 8/9 (89%) | #10 | #26 | — |
| Chicco | 8/9 (89%) | #12 | #34 | 3 |
“baby wash” on Blinkit
21 distinct brands across 9 stores. Depth ran 24–36 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹69–₹1267 (median ₹309).
Where brands peaked: Himalaya reached #1 at best, in 9 of 9 stores; Mother Sparsh reached #3 at best, in 9 of 9 stores; Cetaphil reached #7 at best, in 9 of 9 stores.
Most sponsored slots: Himalaya with 20.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Himalaya | 9/9 (100%) | #1 | #35 | 20 |
| Sebamed | 9/9 (100%) | #7 | #29 | — |
| Cetaphil | 9/9 (100%) | #7 | #35 | — |
| Chicco | 9/9 (100%) | #7 | #34 | 7 |
| Mamaearth | 9/9 (100%) | #8 | #36 | — |
| Mee Mee | 9/9 (100%) | #16 | #36 | 2 |
| Mother Sparsh | 9/9 (100%) | #3 | #35 | 5 |
| Tedibar | 8/9 (89%) | #8 | #36 | — |
“baby wipes” on Blinkit
27 distinct brands across 9 stores. Depth ran 12–36 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹65–₹1263 (median ₹199).
Where brands peaked: Mee Mee reached #2 at best, in 9 of 9 stores; Chicco reached #4 at best, in 8 of 9 stores; Himalaya reached #5 at best, in 8 of 9 stores.
Most sponsored slots: Premier with 13.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Mee Mee | 9/9 (100%) | #2 | #34 | — |
| Mother Sparsh | 8/9 (89%) | #1 | #30 | 6 |
| Chicco | 8/9 (89%) | #4 | #36 | — |
| Himalaya | 8/9 (89%) | #5 | #36 | 6 |
| LuvLap | 8/9 (89%) | #7 | #35 | — |
| Little's | 7/9 (78%) | #1 | #27 | 1 |
| Premier | 7/9 (78%) | #9 | #17 | 13 |
| SuperBottoms | 7/9 (78%) | #24 | #36 | — |
Swiggy Instamart in detail
“baby lotion” on Swiggy Instamart
20 distinct brands across 9 stores. Depth ran 38–41 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹117–₹2207 (median ₹617).
Where brands peaked: Mother Sparsh reached #1 at best, in 9 of 9 stores; Cetaphil reached #1 at best, in 9 of 9 stores; Johnson's reached #3 at best, in 9 of 9 stores.
Most sponsored slots: Cetaphil with 56.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Mother Sparsh | 9/9 (100%) | #1 | #41 | — |
| Aveeno Baby | 9/9 (100%) | #2 | #22 | 35 |
| Cetaphil | 9/9 (100%) | #1 | #38 | 56 |
| Johnson's | 9/9 (100%) | #3 | #39 | 9 |
| Chicco | 9/9 (100%) | #5 | #37 | — |
| Atogla | 9/9 (100%) | #5 | #9 | — |
| Baby Sebamed | 9/9 (100%) | #7 | #39 | 18 |
| Mamaearth | 9/9 (100%) | #11 | #40 | — |
“baby wash” on Swiggy Instamart
22 distinct brands across 9 stores. Depth ran 38–41 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹70–₹2351 (median ₹419).
Where brands peaked: Mother Sparsh reached #1 at best, in 9 of 9 stores; Chicco reached #3 at best, in 9 of 9 stores; Himalaya reached #3 at best, in 9 of 9 stores.
Most sponsored slots: Cetaphil with 34.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Mother Sparsh | 9/9 (100%) | #1 | #39 | 4 |
| Aveeno Baby | 9/9 (100%) | #2 | #12 | 17 |
| Himalaya | 9/9 (100%) | #3 | #38 | — |
| Tedibar | 9/9 (100%) | #4 | #38 | 9 |
| Chicco | 9/9 (100%) | #3 | #40 | — |
| Mamaearth | 9/9 (100%) | #5 | #39 | 3 |
| Baby Sebamed | 9/9 (100%) | #5 | #39 | — |
| Cetaphil | 9/9 (100%) | #10 | #35 | 34 |
“baby wipes” on Swiggy Instamart
31 distinct brands across 9 stores. Depth ran 47–56 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹25–₹2367 (median ₹290).
Where brands peaked: Teddyy reached #1 at best, in 9 of 9 stores; Little's reached #3 at best, in 9 of 9 stores; Pampers reached #4 at best, in 9 of 9 stores.
Most sponsored slots: Teddyy with 29.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Teddyy | 9/9 (100%) | #1 | #41 | 29 |
| Super Wings | 9/9 (100%) | #2 | #2 | 9 |
| Little's | 9/9 (100%) | #3 | #39 | — |
| Mother Sparsh | 9/9 (100%) | #5 | #39 | 2 |
| Pampers | 9/9 (100%) | #4 | #40 | 27 |
| R for Rabbit | 9/9 (100%) | #9 | #37 | — |
| Tots & Bubbles | 9/9 (100%) | #18 | #30 | 9 |
| Himalaya | 9/9 (100%) | #21 | #39 | — |
Zepto in detail
“baby lotion” on Zepto
11 distinct brands across 9 stores. Depth ran 21–22 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹98–₹1534 (median ₹248).
Where brands peaked: Mother Sparsh reached #1 at best, in 9 of 9 stores; Cetaphil reached #1 at best, in 9 of 9 stores; Himalaya Baby Care reached #2 at best, in 9 of 9 stores.
Most sponsored slots: Mamaearth with 18.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Mother Sparsh | 9/9 (100%) | #1 | #30 | 5 |
| Himalaya Baby Care | 9/9 (100%) | #2 | #27 | 17 |
| Johnson's Baby | 9/9 (100%) | #3 | #23 | 9 |
| Cetaphil | 9/9 (100%) | #1 | #30 | — |
| Mamaearth | 9/9 (100%) | #5 | #29 | 18 |
| Baby Dove | 9/9 (100%) | #6 | #13 | 14 |
| Aveeno Baby | 9/9 (100%) | #11 | #29 | 14 |
| Chicco | 9/9 (100%) | #13 | #20 | 3 |
“baby wash” on Zepto
11 distinct brands across 9 stores. Depth ran 19–21 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹96–₹1040 (median ₹254).
Where brands peaked: LuvLap reached #2 at best, in 9 of 9 stores; Johnson's Baby reached #4 at best, in 9 of 9 stores; Chicco reached #9 at best, in 9 of 9 stores.
Most sponsored slots: LuvLap with 35.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Himalaya Baby Care | 9/9 (100%) | #1 | #17 | 9 |
| LuvLap | 9/9 (100%) | #2 | #30 | 35 |
| Johnson's Baby | 9/9 (100%) | #4 | #29 | 27 |
| Mother Sparsh | 9/9 (100%) | #8 | #21 | 9 |
| Chicco | 9/9 (100%) | #9 | #29 | 11 |
| Mamaearth | 9/9 (100%) | #18 | #29 | 5 |
| Parachute | 9/9 (100%) | #20 | #22 | — |
| Aveeno Baby | 8/9 (89%) | #7 | #20 | 4 |
“baby wipes” on Zepto
9 distinct brands across 9 stores. Depth ran 18–19 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹71–₹405 (median ₹192).
Where brands peaked: Mee Mee reached #1 at best, in 9 of 9 stores; Littles Expert Baby Care reached #1 at best, in 9 of 9 stores; Mother Sparsh reached #4 at best, in 9 of 9 stores.
Most sponsored slots: Littles Expert Baby Care with 31.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Littles Expert Baby Care | 9/9 (100%) | #1 | #27 | 31 |
| Mee Mee | 9/9 (100%) | #1 | #30 | 17 |
| Mother Sparsh | 9/9 (100%) | #4 | #26 | 18 |
| LuvLap | 9/9 (100%) | #9 | #20 | 9 |
| OYO Baby | 9/9 (100%) | #10 | #29 | 3 |
| Johnson's Baby | 8/9 (89%) | #13 | #29 | 19 |
| Chicco | 5/9 (56%) | #16 | #18 | — |
| Himalaya Baby Care | 5/9 (56%) | #15 | #29 | 7 |
See your own brand's shelf, store by store
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Keep reading
- The Dark Store Index — all category reports.
- Why rank differs in every dark store — the mechanic behind the spread above.
- Brand-term conquest
- Glossary