Coffee on Blinkit, Swiggy Instamart and Zepto, Delhi NCR — what the shelf actually looks like.
On Swiggy Instamart, Epigamia held 183 sponsored placements for “cold brew coffee” — 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
Swiggy Instamart carried the wider selection (about 22 distinct brands per search versus Blinkit's 17), while Zepto was far more consistent store to store — its depth swung by at most 29 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 | |
| cold brew coffee | 15 | 22 | 19 | 12–36 | 81–126 | 0–29 | 9/9 | 9/9 | 7/9 |
| instant coffee | 18 | 22 | 11 | 0–36 | 45–50 | 0–25 | 8/9 | 9/9 | 7/9 |
| coffee powder | 19 | 21 | 12 | 15–36 | 46–51 | 0–28 | 9/9 | 9/9 | 7/9 |
Blinkit in detail
“cold brew coffee” on Blinkit
15 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 ₹28–₹910 (median ₹119).
Where brands peaked: Blue Tokai reached #1 at best, in 8 of 9 stores; Sleepy Owl reached #2 at best, in 7 of 9 stores; Tata Coffee reached #11 at best, in 9 of 9 stores.
Most sponsored slots: Amul Kool Cafe with 18.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Tata Coffee | 9/9 (100%) | #11 | #35 | — |
| Nescafe Classic | 9/9 (100%) | #14 | #36 | — |
| Blue Tokai | 8/9 (89%) | #1 | #35 | 6 |
| Amul Kool Cafe | 8/9 (89%) | #13 | #25 | 18 |
| Sleepy Owl | 7/9 (78%) | #2 | #30 | 12 |
| Bru | 6/9 (67%) | #19 | #36 | — |
| Sunbean | 5/9 (56%) | #4 | #6 | — |
| Paper Boat | 5/9 (56%) | #25 | #29 | — |
“instant coffee” on Blinkit
18 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 ₹242).
Where brands peaked: Nescafe Classic reached #2 at best, in 8 of 9 stores; Sleepy Owl reached #9 at best, in 7 of 9 stores; Davidoff reached #6 at best, in 8 of 9 stores.
Most sponsored slots: Tata Coffee with 12.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Nescafe Classic | 8/9 (89%) | #2 | #32 | — |
| Davidoff | 8/9 (89%) | #6 | #31 | — |
| Tata Coffee | 7/9 (78%) | #5 | #13 | 12 |
| Sleepy Owl | 7/9 (78%) | #9 | #35 | 11 |
| Bru | 7/9 (78%) | #6 | #30 | — |
| Nescafe Gold | 7/9 (78%) | #11 | #22 | — |
| Nescafe | 7/9 (78%) | #12 | #26 | — |
| Bru Gold | 7/9 (78%) | #10 | #28 | — |
“coffee powder” on Blinkit
19 distinct brands across 9 stores. Depth ran 15–36 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹30–₹1165 (median ₹155).
Where brands peaked: Continental reached #1 at best, in 9 of 9 stores; Bru reached #4 at best, in 9 of 9 stores; Nescafe Classic reached #2 at best, in 9 of 9 stores.
Most sponsored slots: Continental with 29.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Continental | 9/9 (100%) | #1 | #36 | 29 |
| Nescafe Classic | 9/9 (100%) | #2 | #32 | — |
| Bru | 9/9 (100%) | #4 | #36 | — |
| Tata Coffee | 9/9 (100%) | #5 | #27 | 16 |
| Nescafe | 9/9 (100%) | #7 | #36 | — |
| Davidoff | 8/9 (89%) | #8 | #31 | — |
| Sleepy Owl | 8/9 (89%) | #13 | #34 | 11 |
| Nescafe Gold | 7/9 (78%) | #14 | #36 | — |
Swiggy Instamart in detail
“cold brew coffee” on Swiggy Instamart
22 distinct brands across 9 stores. Depth ran 81–126 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹24–₹1282 (median ₹198).
Where brands peaked: Sleepy Owl reached #1 at best, in 9 of 9 stores; Third Wave Coffee reached #2 at best, in 9 of 9 stores; Blue Tokai reached #1 at best, in 9 of 9 stores.
Most sponsored slots: Epigamia with 183.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Sleepy Owl | 9/9 (100%) | #1 | #41 | — |
| Epigamia | 9/9 (100%) | #2 | #16 | 183 |
| Maiva Pro | 9/9 (100%) | #8 | #38 | 26 |
| NOICE | 9/9 (100%) | #10 | #42 | 126 |
| Blue Tokai | 9/9 (100%) | #1 | #40 | — |
| Third Wave Coffee | 9/9 (100%) | #2 | #42 | 14 |
| Bru | 9/9 (100%) | #17 | #41 | — |
| Maiva Fresh | 8/9 (89%) | #8 | #32 | 84 |
“instant coffee” on Swiggy Instamart
22 distinct brands across 9 stores. Depth ran 45–50 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹62–₹2330 (median ₹252).
Where brands peaked: Nescafe reached #1 at best, in 9 of 9 stores; TATA Coffee reached #2 at best, in 9 of 9 stores; Continental reached #1 at best, in 9 of 9 stores.
Most sponsored slots: Continental with 54.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Continental | 9/9 (100%) | #1 | #36 | 54 |
| TATA Coffee | 9/9 (100%) | #2 | #39 | 28 |
| Bru | 9/9 (100%) | #2 | #35 | 10 |
| Sleepy Owl | 9/9 (100%) | #5 | #39 | — |
| Nescafe | 9/9 (100%) | #1 | #39 | — |
| Blue Tokai | 9/9 (100%) | #14 | #38 | 32 |
| Bevzilla | 9/9 (100%) | #3 | #35 | — |
| Nescafe Gold | 7/9 (78%) | #19 | #39 | — |
“coffee powder” on Swiggy Instamart
21 distinct brands across 9 stores. Depth ran 46–51 products per store. Sponsored slots in 9 of 9 stores — every store had an advertiser. Prices ₹54–₹2330 (median ₹254).
Where brands peaked: Continental reached #1 at best, in 9 of 9 stores; Nescafe reached #1 at best, in 9 of 9 stores; Bru reached #2 at best, in 9 of 9 stores.
Most sponsored slots: Continental with 51.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Continental | 9/9 (100%) | #1 | #39 | 51 |
| Bru | 9/9 (100%) | #2 | #39 | 20 |
| Nescafe | 9/9 (100%) | #1 | #39 | — |
| TATA Coffee | 9/9 (100%) | #2 | #39 | 15 |
| Nescafe Gold | 9/9 (100%) | #21 | #37 | — |
| Bevzilla | 9/9 (100%) | #9 | #39 | — |
| Nescafe Sunrise | 8/9 (89%) | #7 | #35 | — |
| Sleepy Owl | 8/9 (89%) | #11 | #38 | — |
Zepto in detail
“cold brew coffee” on Zepto
19 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 7 of 9 stores, leaving 2 with no advertiser at all. Prices ₹37–₹495 (median ₹99).
Where brands peaked: Sleepy Owl reached #1 at best, in 7 of 9 stores; Lotus Dairy reached #7 at best, in 7 of 9 stores; Third Wave Coffee reached #9 at best, in 6 of 9 stores.
Most sponsored slots: Lotus Dairy with 22.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Colombian Brew | 7/9 (78%) | #1 | #16 | — |
| Sleepy Owl | 7/9 (78%) | #1 | #28 | 5 |
| Cavin's | 7/9 (78%) | #4 | #17 | 20 |
| Lotus Dairy | 7/9 (78%) | #7 | #29 | 22 |
| Blue Tokai | 7/9 (78%) | #1 | #20 | — |
| Nescafe | 7/9 (78%) | #12 | #30 | — |
| Cravova | 6/9 (67%) | #13 | #29 | 10 |
| Third Wave Coffee | 6/9 (67%) | #9 | #29 | 12 |
“instant coffee” on Zepto
11 distinct brands across 9 stores. Depth ran 0–25 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 ₹2.16–₹751 (median ₹99).
Where brands peaked: Bevzilla reached #1 at best, in 7 of 9 stores; Sleepy Owl reached #1 at best, in 7 of 9 stores; Nescafe reached #3 at best, in 7 of 9 stores.
Most sponsored slots: Sleepy Owl with 15.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Bevzilla | 7/9 (78%) | #1 | #29 | 2 |
| Sleepy Owl | 7/9 (78%) | #1 | #29 | 15 |
| Continental | 7/9 (78%) | #2 | #27 | 9 |
| Colombian Brew | 7/9 (78%) | #6 | #28 | 6 |
| Bru | 7/9 (78%) | #4 | #30 | 4 |
| Nescafe | 7/9 (78%) | #3 | #30 | — |
| Tata Coffee Grand | 6/9 (67%) | #14 | #29 | 5 |
| Sunbean | 4/9 (44%) | #17 | #29 | 8 |
“coffee powder” on Zepto
12 distinct brands across 9 stores. Depth ran 0–28 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 ₹2.16–₹819 (median ₹170).
Where brands peaked: Nescafe reached #1 at best, in 7 of 9 stores; Bevzilla reached #1 at best, in 7 of 9 stores; Tata Coffee Grand reached #1 at best, in 7 of 9 stores.
Most sponsored slots: Continental with 22.
| Brand | In stores | Best rank | Lowest seen* | Sponsored slots |
|---|---|---|---|---|
| Nescafe | 7/9 (78%) | #1 | #30 | — |
| Bevzilla | 7/9 (78%) | #1 | #30 | — |
| Continental | 7/9 (78%) | #1 | #26 | 22 |
| Bru | 7/9 (78%) | #7 | #26 | 9 |
| Tata Coffee Grand | 7/9 (78%) | #1 | #29 | 7 |
| Sleepy Owl | 7/9 (78%) | #18 | #29 | 14 |
| Davidoff | 6/9 (67%) | #8 | #30 | — |
| Tata Coffee Gold | 5/9 (56%) | #9 | #27 | 6 |
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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