Baby care on Blinkit and Zepto, Bengaluru — what the shelf actually looks like.
Aveeno ranks #1 in one Blinkit dark store and #35 in another — same search, same day. 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 and Zepto, across 9 dark stores in Bengaluru, on 22 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.
The two platforms are not the same shelf
Blinkit carried the wider selection (about 24 distinct brands per search versus Zepto's 11), 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. 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 | Zepto | Blinkit | Zepto | Blinkit | Zepto | |
| baby lotion | 20 | 12 | 0–36 | 13–20 | 7/9 | 9/9 |
| baby wash | 20 | 11 | 12–36 | 15–19 | 8/9 | 9/9 |
| baby wipes | 31 | 10 | 0–36 | 21–24 | 7/9 | 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).
Rank moved most for: Aveeno (#1 best store, #35 worst), Himalaya (#3 best store, #34 worst), Cetaphil (#6 best store, #36 worst).
Most sponsored slots: Aveeno with 18.
| Brand | In stores | Best rank | Worst rank | 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).
Rank moved most for: Himalaya (#2 best store, #36 worst), Mother Sparsh (#1 best store, #35 worst), Cetaphil (#6 best store, #35 worst).
Most sponsored slots: Mee Mee with 7.
| Brand | In stores | Best rank | Worst rank | 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).
Rank moved most for: Mee Mee (#2 best store, #35 worst), Mother Sparsh (#5 best store, #35 worst), Chicco (#4 best store, #32 worst).
Most sponsored slots: Mother Sparsh with 5.
| Brand | In stores | Best rank | Worst rank | 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 | — |
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).
Rank moved most for: Mother Sparsh (#2 best store, #30 worst), Himalaya Baby Care (#2 best store, #29 worst), Johnson's Baby (#1 best store, #23 worst).
Most sponsored slots: Mamaearth with 21.
| Brand | In stores | Best rank | Worst rank | 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).
Rank moved most for: Himalaya Baby Care (#1 best store, #29 worst), LuvLap (#2 best store, #21 worst), Johnson's Baby (#8 best store, #27 worst).
Most sponsored slots: LuvLap with 24.
| Brand | In stores | Best rank | Worst rank | 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).
Rank moved most for: Mother Sparsh (#2 best store, #30 worst), Mee Mee (#3 best store, #30 worst), Chicco (#7 best store, #29 worst).
Most sponsored slots: Mother Sparsh with 26.
| Brand | In stores | Best rank | Worst rank | 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 |
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