Baby care on Blinkit, Swiggy Instamart and Zepto, Delhi NCR — what the shelf actually looks like.
On Swiggy Instamart, Cetaphil held 43 sponsored placements for “baby lotion” — 42% 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 Delhi NCR, on 24 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 26 distinct brands per search versus Swiggy Instamart's 26), while Swiggy Instamart was far more consistent store to store — its depth swung by at most 14 products between its own stores, against 36 on the other. Swiggy Instamart 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 | 25 | 13 | 0–29 | 38–42 | 0–20 | 8/9 | 9/9 | 7/9 |
| baby wash | 23 | 27 | 12 | 0–36 | 38–43 | 0–20 | 8/9 | 9/9 | 7/9 |
| baby wipes | 35 | 26 | 12 | 12–36 | 44–58 | 0–27 | 9/9 | 9/9 | 7/9 |
Blinkit in detail
“baby lotion” on Blinkit
20 distinct brands across 9 stores. Depth ran 0–29 products per store — at least one store returned nothing at all for this search while another returned a full shelf. Sponsored slots in 8 of 9 stores, leaving 1 with no advertiser at all. Prices ₹111–₹1719 (median ₹360).
Where brands peaked: Himalaya reached #1 at best, in 8 of 9 stores; Johnson's reached #3 at best, in 8 of 9 stores; Aveeno reached #1 at best, in 7 of 9 stores.
Most sponsored slots: Aveeno with 14.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Himalaya | 8/9 (89%) | #1 | #35 | 6 |
| Mother Sparsh | 8/9 (89%) | #3 | #28 | — |
| Johnson's | 8/9 (89%) | #3 | #36 | 2 |
| Aveeno | 7/9 (78%) | #1 | #34 | 14 |
| Sebamed | 7/9 (78%) | #7 | #26 | — |
| Parachute Advansed | 7/9 (78%) | #13 | #36 | 7 |
| Mamaearth | 7/9 (78%) | #7 | #34 | — |
| Mee Mee | 7/9 (78%) | #12 | #27 | — |
“baby wash” on Blinkit
23 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 8 of 9 stores, leaving 1 with no advertiser at all. Prices ₹69–₹1380 (median ₹327).
Where brands peaked: Himalaya reached #1 at best, in 8 of 9 stores; Aveeno reached #1 at best, in 7 of 9 stores; Mother Sparsh reached #2 at best, in 7 of 9 stores.
Most sponsored slots: Himalaya with 10.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Himalaya | 8/9 (89%) | #1 | #36 | 10 |
| Cetaphil | 8/9 (89%) | #6 | #33 | — |
| Johnson's | 8/9 (89%) | #7 | #36 | 3 |
| Chicco | 8/9 (89%) | #6 | #36 | 2 |
| Aveeno | 7/9 (78%) | #1 | #34 | 10 |
| Mother Sparsh | 7/9 (78%) | #2 | #35 | 3 |
| Baby Dove | 7/9 (78%) | #3 | #4 | — |
| Mamaearth | 7/9 (78%) | #16 | #34 | 1 |
“baby wipes” on Blinkit
35 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 ₹69–₹752 (median ₹193).
Where brands peaked: Mother Sparsh reached #1 at best, in 9 of 9 stores; Little's reached #1 at best, in 8 of 9 stores; Chicco reached #4 at best, in 9 of 9 stores.
Most sponsored slots: Himalaya with 9.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Mother Sparsh | 9/9 (100%) | #1 | #36 | 5 |
| LuvLap | 9/9 (100%) | #3 | #31 | — |
| Chicco | 9/9 (100%) | #4 | #33 | — |
| Mamma Love | 9/9 (100%) | #9 | #35 | — |
| Little's | 8/9 (89%) | #1 | #35 | 8 |
| Himalaya | 8/9 (89%) | #5 | #29 | 9 |
| Tots & Bubbles | 7/9 (78%) | #10 | #35 | — |
| Oyo Baby | 7/9 (78%) | #13 | #36 | 4 |
Swiggy Instamart in detail
“baby lotion” on Swiggy Instamart
25 distinct brands across 9 stores. Depth ran 38–42 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹38–₹2207 (median ₹477).
Where brands peaked: Mother Sparsh reached #1 at best, in 9 of 9 stores; Cetaphil reached #3 at best, in 9 of 9 stores; Johnson's reached #5 at best, in 9 of 9 stores.
Most sponsored slots: Cetaphil with 43.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Mother Sparsh | 9/9 (100%) | #1 | #39 | — |
| Aveeno Baby | 9/9 (100%) | #2 | #22 | 40 |
| Cetaphil | 9/9 (100%) | #3 | #38 | 43 |
| Johnson's | 9/9 (100%) | #5 | #40 | 11 |
| Mamaearth | 9/9 (100%) | #11 | #39 | — |
| Baby Sebamed | 9/9 (100%) | #7 | #40 | 9 |
| Parachute Advansed | 9/9 (100%) | #7 | #37 | — |
| Chicco | 9/9 (100%) | #9 | #38 | — |
“baby wash” on Swiggy Instamart
27 distinct brands across 9 stores. Depth ran 38–43 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹56–₹2351 (median ₹397).
Where brands peaked: Mother Sparsh reached #1 at best, in 9 of 9 stores; Baby Sebamed reached #3 at best, in 9 of 9 stores; Chicco reached #1 at best, in 9 of 9 stores.
Most sponsored slots: Mee Mee with 22.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Mother Sparsh | 9/9 (100%) | #1 | #39 | 4 |
| Aveeno Baby | 9/9 (100%) | #2 | #17 | 15 |
| Chicco | 9/9 (100%) | #1 | #37 | — |
| Mee Mee | 9/9 (100%) | #4 | #39 | 22 |
| Himalaya | 9/9 (100%) | #3 | #38 | — |
| Baby Sebamed | 9/9 (100%) | #3 | #40 | — |
| Parachute Advansed | 9/9 (100%) | #5 | #39 | — |
| Johnson's | 9/9 (100%) | #3 | #39 | — |
“baby wipes” on Swiggy Instamart
26 distinct brands across 9 stores. Depth ran 44–58 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹25–₹2367 (median ₹304).
Where brands peaked: Teddyy reached #1 at best, in 9 of 9 stores; Pampers reached #2 at best, in 9 of 9 stores; Little's reached #3 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 |
| Mother Sparsh | 9/9 (100%) | #2 | #36 | 17 |
| R for Rabbit | 9/9 (100%) | #5 | #41 | — |
| Johnson & Johnson | 9/9 (100%) | #7 | #22 | — |
| Little's | 9/9 (100%) | #3 | #40 | — |
| Pampers | 9/9 (100%) | #2 | #41 | 15 |
| Mee Mee | 8/9 (89%) | #1 | #24 | 3 |
| Luvlap | 8/9 (89%) | #9 | #39 | — |
Zepto in detail
“baby lotion” on Zepto
13 distinct brands across 9 stores. Depth ran 0–20 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 ₹102–₹929 (median ₹228).
Where brands peaked: Himalaya Baby Care reached #2 at best, in 7 of 9 stores; Mother Sparsh reached #3 at best, in 7 of 9 stores; Johnson's Baby reached #1 at best, in 7 of 9 stores.
Most sponsored slots: Mamaearth with 13.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Johnson's Baby | 7/9 (78%) | #1 | #24 | 5 |
| Himalaya Baby Care | 7/9 (78%) | #2 | #30 | 10 |
| Mother Sparsh | 7/9 (78%) | #3 | #29 | 7 |
| Baby Dove | 7/9 (78%) | #7 | #14 | 5 |
| Cetaphil | 7/9 (78%) | #7 | #15 | 8 |
| Mee Mee | 7/9 (78%) | #3 | #20 | — |
| Aveeno Baby | 7/9 (78%) | #19 | #23 | 7 |
| Mamaearth | 7/9 (78%) | #12 | #27 | 13 |
“baby wash” on Zepto
12 distinct brands across 9 stores. Depth ran 0–20 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 ₹106–₹902 (median ₹255).
Where brands peaked: Mother Sparsh reached #2 at best, in 7 of 9 stores; Himalaya Baby Care reached #1 at best, in 7 of 9 stores; Johnson's Baby reached #5 at best, in 7 of 9 stores.
Most sponsored slots: LuvLap with 15.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Himalaya Baby Care | 7/9 (78%) | #1 | #26 | 6 |
| Mother Sparsh | 7/9 (78%) | #2 | #30 | 10 |
| Johnson's Baby | 7/9 (78%) | #5 | #29 | 10 |
| Chicco | 7/9 (78%) | #8 | #28 | 7 |
| Aveeno Baby | 6/9 (67%) | #7 | #25 | 7 |
| Mamaearth | 6/9 (67%) | #12 | #30 | — |
| LuvLap | 6/9 (67%) | #4 | #19 | 15 |
| Parachute | 6/9 (67%) | #6 | #7 | 6 |
“baby wipes” on Zepto
12 distinct brands across 9 stores. Depth ran 0–27 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 ₹68–₹376 (median ₹193).
Where brands peaked: Mee Mee reached #1 at best, in 7 of 9 stores; Mother Sparsh reached #2 at best, in 7 of 9 stores; LuvLap reached #4 at best, in 7 of 9 stores.
Most sponsored slots: Johnson's Baby with 20.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Littles Expert Baby Care | 7/9 (78%) | #1 | #23 | 19 |
| Mother Sparsh | 7/9 (78%) | #2 | #28 | 15 |
| LuvLap | 7/9 (78%) | #4 | #30 | 6 |
| Mee Mee | 7/9 (78%) | #1 | #30 | — |
| Johnson's Baby | 7/9 (78%) | #7 | #21 | 20 |
| Chicco | 7/9 (78%) | #4 | #27 | 16 |
| OYO Baby | 7/9 (78%) | #6 | #29 | 13 |
| Himalaya Baby Care | 4/9 (44%) | #17 | #29 | 5 |
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