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.

23 July 2026 / 9 dark stores / Blinkit, Swiggy Instamart and Zepto / Bengaluru

How this was measured

Read from the public shelf a shopper sees on Blinkit, Swiggy Instamart and Zepto, across 9 dark stores in Bengaluru, on 23 July 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

Blinkit carried the wider selection (about 24 distinct brands per search versus Swiggy Instamart's 24), while Zepto was far more consistent store to store — its depth swung by at most 7 products between its own stores, against 36 on the other. 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.

📡 Blinkit, Swiggy Instamart and Zepto, same searches, same stores, same dayMeasured

Search	Distinct brands			Depth per store			Stores with ads
Search	Blinkit	Swiggy Instamart	Zepto	Blinkit	Swiggy Instamart	Zepto	Blinkit	Swiggy Instamart	Zepto
baby lotion	20	20	12	0–36	38–41	13–20	7/9	9/9	9/9
baby wash	20	22	11	12–36	38–41	15–19	8/9	9/9	9/9
baby wipes	31	31	10	0–36	47–56	21–24	7/9	9/9	9/9

Blinkit in detail

“baby lotion” on Blinkit

20 distinct brands across 9 stores. Depth ran 0–36 products per store — at least one store returned nothing at all for this search while another returned a full shelf. Sponsored slots in 7 of 9 stores, leaving 2 with no advertiser at all. Prices ₹67–₹2299 (median ₹362).

Where brands peaked: Aveeno reached #1 at best, in 7 of 9 stores; Himalaya reached #3 at best, in 7 of 9 stores; Cetaphil reached #6 at best, in 7 of 9 stores.

Most sponsored slots: Aveeno with 18.

Blinkit — top brands by store coverageMeasured

Brand	In stores	Best rank	Lowest seen^*	Sponsored slots
Aveeno	7/9 (78%)	#1	#35	18
Himalaya	7/9 (78%)	#3	#34	—
Cetaphil	7/9 (78%)	#6	#36	4
Atogla	7/9 (78%)	#8	#29	7
Venusia	7/9 (78%)	#8	#24	—
Mee Mee	7/9 (78%)	#16	#30	—
Parachute Advansed	7/9 (78%)	#18	#36	—
Mamaearth	7/9 (78%)	#12	#32	—

“baby wash” on Blinkit

20 distinct brands across 9 stores. Depth ran 12–36 products per store. Sponsored slots in 8 of 9 stores, leaving 1 with no advertiser at all. Prices ₹69–₹1287 (median ₹310).

Where brands peaked: Himalaya reached #2 at best, in 9 of 9 stores; Mother Sparsh reached #1 at best, in 8 of 9 stores; Cetaphil reached #6 at best, in 9 of 9 stores.

Most sponsored slots: Mee Mee with 7.

Blinkit — top brands by store coverageMeasured

Brand	In stores	Best rank	Lowest seen^*	Sponsored slots
Mamaearth	9/9 (100%)	#7	#34	1
Cetaphil	9/9 (100%)	#6	#35	—
Himalaya	9/9 (100%)	#2	#36	—
Chicco	9/9 (100%)	#7	#35	1
Mee Mee	8/9 (89%)	#5	#29	7
Johnson's	8/9 (89%)	#8	#36	2
Mother Sparsh	8/9 (89%)	#1	#35	2
Little Rituals	7/9 (78%)	#14	#36	—

“baby wipes” on Blinkit

31 distinct brands across 9 stores. Depth ran 0–36 products per store — at least one store returned nothing at all for this search while another returned a full shelf. Sponsored slots in 7 of 9 stores, leaving 2 with no advertiser at all. Prices ₹65–₹1287 (median ₹199).

Where brands peaked: Mee Mee reached #2 at best, in 8 of 9 stores; Mother Sparsh reached #5 at best, in 8 of 9 stores; Chicco reached #4 at best, in 6 of 9 stores.

Most sponsored slots: Mother Sparsh with 5.

Blinkit — top brands by store coverageMeasured

Brand	In stores	Best rank	Lowest seen^*	Sponsored slots
Mee Mee	8/9 (89%)	#2	#35	2
Mother Sparsh	8/9 (89%)	#5	#35	5
Oyo Baby	8/9 (89%)	#17	#31	5
Himalaya	8/9 (89%)	#10	#36	—
LuvLap	7/9 (78%)	#3	#30	—
Pampers	7/9 (78%)	#21	#36	—
Chicco	6/9 (67%)	#4	#32	—
Johnson's	6/9 (67%)	#10	#16	—

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.

Swiggy Instamart — top brands by store coverageMeasured

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.

Swiggy Instamart — top brands by store coverageMeasured

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.

Swiggy Instamart — top brands by store coverageMeasured

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

12 distinct brands across 9 stores. Depth ran 13–20 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹78–₹1620 (median ₹252).

Where brands peaked: Mother Sparsh reached #2 at best, in 9 of 9 stores; Himalaya Baby Care reached #2 at best, in 9 of 9 stores; Johnson's Baby reached #1 at best, in 9 of 9 stores.

Most sponsored slots: Mamaearth with 21.

Zepto — top brands by store coverageMeasured

Brand	In stores	Best rank	Lowest seen^*	Sponsored slots
Johnson's Baby	9/9 (100%)	#1	#23	9
Himalaya Baby Care	9/9 (100%)	#2	#29	12
Mother Sparsh	9/9 (100%)	#2	#30	1
Cetaphil	9/9 (100%)	#5	#13	4
Tedibar Family	9/9 (100%)	#8	#14	1
Mamaearth	9/9 (100%)	#13	#29	21
Sebamed	9/9 (100%)	#15	#26	1
LuvLap	8/9 (89%)	#4	#11	16

“baby wash” on Zepto

11 distinct brands across 9 stores. Depth ran 15–19 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹98–₹1040 (median ₹248).

Where brands peaked: Himalaya Baby Care reached #1 at best, in 9 of 9 stores; LuvLap reached #2 at best, in 8 of 9 stores; Johnson's Baby reached #8 at best, in 8 of 9 stores.

Most sponsored slots: LuvLap with 24.

Zepto — top brands by store coverageMeasured

Brand	In stores	Best rank	Lowest seen^*	Sponsored slots
Himalaya Baby Care	9/9 (100%)	#1	#29	12
Mamaearth	9/9 (100%)	#14	#27	2
Aveeno Baby	9/9 (100%)	#2	#20	7
LuvLap	8/9 (89%)	#2	#21	24
Mother Sparsh	8/9 (89%)	#2	#18	8
Parachute	8/9 (89%)	#7	#7	8
Johnson's Baby	8/9 (89%)	#8	#27	7
Chicco	8/9 (89%)	#13	#16	4

“baby wipes” on Zepto

10 distinct brands across 9 stores. Depth ran 21–24 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹80–₹399 (median ₹193).

Where brands peaked: Mother Sparsh reached #2 at best, in 9 of 9 stores; Mee Mee reached #3 at best, in 9 of 9 stores; Chicco reached #7 at best, in 8 of 9 stores.

Most sponsored slots: Mother Sparsh with 26.

Zepto — top brands by store coverageMeasured

Brand	In stores	Best rank	Lowest seen^*	Sponsored slots
Littles Expert Baby Care	9/9 (100%)	#1	#21	25
Mother Sparsh	9/9 (100%)	#2	#30	26
Mee Mee	9/9 (100%)	#3	#30	—
LuvLap	9/9 (100%)	#4	#22	6
OYO Baby	9/9 (100%)	#4	#25	16
Johnson's Baby	9/9 (100%)	#9	#17	24
Chicco	8/9 (89%)	#7	#29	10
Himalaya Baby Care	8/9 (89%)	#23	#29	18

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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