Coffee on Blinkit and Zepto, Bengaluru — what the shelf actually looks like.
Sleepy Owl ranks #1 in one Blinkit dark store and #36 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 21 distinct brands per search versus Zepto's 12), while Zepto was far more consistent store to store — its depth swung by at most 9 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 | |
| cold brew coffee | 15 | 14 | 0–36 | 18–27 | 8/9 | 9/9 |
| instant coffee | 25 | 10 | 0–36 | 21–23 | 8/9 | 9/9 |
| coffee powder | 22 | 12 | 12–36 | 24–26 | 9/9 | 9/9 |
Blinkit in detail
“cold brew coffee” on Blinkit
15 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 ₹30–₹925 (median ₹119).
Rank moved most for: Sleepy Owl (#1 best store, #36 worst), Blue Tokai (#1 best store, #35 worst), Nescafe Classic (#7 best store, #36 worst).
Most sponsored slots: Amul Kool Cafe with 21.
| Brand | In stores | Best rank | Worst rank | Sponsored slots |
|---|---|---|---|---|
| Nescafe Sunrise | 8/9 (89%) | #7 | #30 | — |
| Nescafe Classic | 8/9 (89%) | #7 | #36 | — |
| Sleepy Owl | 8/9 (89%) | #1 | #36 | 4 |
| Bru | 7/9 (78%) | #5 | #17 | 15 |
| Paper Boat | 7/9 (78%) | #8 | #19 | — |
| Amul Kool Cafe | 7/9 (78%) | #5 | #33 | 21 |
| Tata Coffee | 7/9 (78%) | #6 | #34 | — |
| Blue Tokai | 6/9 (67%) | #1 | #35 | 4 |
“instant coffee” on Blinkit
25 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 ₹78–₹1165 (median ₹213).
Rank moved most for: Bru (#2 best store, #34 worst), Sleepy Owl (#4 best store, #36 worst), Davidoff (#4 best store, #36 worst).
Most sponsored slots: Sleepy Owl with 13.
| Brand | In stores | Best rank | Worst rank | Sponsored slots |
|---|---|---|---|---|
| Bru | 8/9 (89%) | #2 | #34 | — |
| Nescafe Classic | 8/9 (89%) | #3 | #34 | — |
| Nescafe Sunrise | 8/9 (89%) | #2 | #26 | — |
| Sleepy Owl | 8/9 (89%) | #4 | #36 | 13 |
| Continental | 7/9 (78%) | #1 | #32 | 11 |
| Tata Coffee | 7/9 (78%) | #9 | #36 | 11 |
| Davidoff | 7/9 (78%) | #4 | #36 | — |
| iD | 7/9 (78%) | #6 | #36 | — |
“coffee powder” on Blinkit
22 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 ₹30–₹799 (median ₹137).
Rank moved most for: Bru (#2 best store, #36 worst), Cothas (#2 best store, #35 worst), Nescafe Sunrise (#3 best store, #34 worst).
Most sponsored slots: Continental with 17.
| Brand | In stores | Best rank | Worst rank | Sponsored slots |
|---|---|---|---|---|
| Bru | 9/9 (100%) | #2 | #36 | — |
| Nescafe Sunrise | 9/9 (100%) | #3 | #34 | — |
| Tata Coffee | 9/9 (100%) | #13 | #36 | 15 |
| Nescafe Classic | 8/9 (89%) | #3 | #31 | — |
| Cothas | 8/9 (89%) | #2 | #35 | — |
| Continental | 8/9 (89%) | #5 | #33 | 17 |
| Amul Kool Cafe | 8/9 (89%) | #8 | #35 | — |
| Sleepy Owl | 8/9 (89%) | #10 | #32 | 4 |
Zepto in detail
“cold brew coffee” on Zepto
14 distinct brands across 9 stores. Depth ran 18–27 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹38–₹600 (median ₹99).
Rank moved most for: Blue Tokai (#1 best store, #30 worst), Sleepy Owl (#1 best store, #26 worst), Cavin's (#6 best store, #29 worst).
Most sponsored slots: Cavin's with 27.
| Brand | In stores | Best rank | Worst rank | Sponsored slots |
|---|---|---|---|---|
| Blue Tokai | 9/9 (100%) | #1 | #30 | 12 |
| Sleepy Owl | 9/9 (100%) | #1 | #26 | 3 |
| Colombian Brew | 9/9 (100%) | #8 | #10 | — |
| Cavin's | 9/9 (100%) | #6 | #29 | 27 |
| Cravova | 9/9 (100%) | #12 | #29 | 4 |
| Tata Coffee Grand | 9/9 (100%) | #13 | #28 | 10 |
| Sunbean | 8/9 (89%) | #2 | #6 | 12 |
| Third Wave Coffee | 8/9 (89%) | #4 | #27 | 24 |
“instant coffee” on Zepto
10 distinct brands across 9 stores. Depth ran 21–23 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹2.16–₹426 (median ₹100).
Rank moved most for: Bevzilla (#1 best store, #29 worst), Continental (#2 best store, #30 worst), Bru (#1 best store, #28 worst).
Most sponsored slots: Tata Coffee Grand with 19.
| Brand | In stores | Best rank | Worst rank | Sponsored slots |
|---|---|---|---|---|
| Bevzilla | 9/9 (100%) | #1 | #29 | 15 |
| Continental | 9/9 (100%) | #2 | #30 | 8 |
| Nescafe | 9/9 (100%) | #3 | #12 | — |
| Sleepy Owl | 9/9 (100%) | #5 | #20 | — |
| Bru | 9/9 (100%) | #1 | #28 | — |
| Tata Coffee Grand | 9/9 (100%) | #7 | #30 | 19 |
| Colombian Brew | 9/9 (100%) | #13 | #29 | 13 |
| Tata Coffee Gold | 5/9 (56%) | #21 | #25 | 5 |
“coffee powder” on Zepto
12 distinct brands across 9 stores. Depth ran 24–26 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹54–₹799 (median ₹147).
Rank moved most for: Bevzilla (#1 best store, #30 worst), Continental (#3 best store, #29 worst), Nescafe (#2 best store, #24 worst).
Most sponsored slots: Continental with 33.
| Brand | In stores | Best rank | Worst rank | Sponsored slots |
|---|---|---|---|---|
| Bevzilla | 9/9 (100%) | #1 | #30 | 5 |
| Bru | 9/9 (100%) | #1 | #19 | 8 |
| Nescafe | 9/9 (100%) | #2 | #24 | — |
| Continental | 9/9 (100%) | #3 | #29 | 33 |
| Tata Coffee Grand | 9/9 (100%) | #5 | #27 | 3 |
| Levista | 9/9 (100%) | #6 | #16 | — |
| Tata Coffee Gold | 9/9 (100%) | #15 | #30 | 13 |
| Narasus | 9/9 (100%) | #14 | #26 | — |
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