Blinkit, known for its quick grocery deliveries, has introduced a charming update: free coriander with purchases that meet a certain vegetable threshold. This new feature was inspired by a social media post from a user whose mother was dismayed at being charged for ‘dhaniya,’ a staple usually handed out for free by local vendors.
In India, buying vegetables from a nearby sabzi mandi seems complete with the ‘complimentary’ dhania (coriander leaves) that comes along. Many households purchase vegetables from vendors who offer a certain amount of coriander and green chilies with every big purchase.
Blinkit is trying to simulate a similar custom with its online users. Taking a cue from the same, Blinkit has recently introduced the same practice to make the online delivery platform yet more relatable for all. You read that right! Blinkit CEO Albinder Dhindsa took to the social media platform X (formerly Twitter) to announce the news, adding that they will polish the feature in the upcoming weeks.
The initiative stemmed from a social media post by a user highlighting the absence of complimentary offerings like free dhaniya while purchasing vegetables, which are customary in traditional marketplaces. The user recounted their mother’s perspective, advocating for the inclusion of free herbs with substantial vegetable orders.
Blinkit, the online fast-delivery app owned by Zomato, said it would put coriander in your virtual vegetable basket for free. “It’s life! Everyone, please thank Ankit’s mom. We will polish the feature in the next couple of weeks,” said Blinkit CEO Albinder Dhindsa. Dhindsa co-founded the quick-delivery app Grofers in 2013, which was acquired by Zomato in 2022.
Along with the message, he shared a screenshot of the Blinkit order page, where coriander leaves were now listed as a “gift” alongside the other vegetables ordered. Albinder’s quick decision to integrate this feature garnered tremendous attention online, with over 430,000 views. Many people complimented Albinder on his rapid answer, expressing their gratitude in the comments.
Blinkit is driving Zomato’s profits even as its core business of food delivery sees slim profit margins. He was referring to a post by Mumbai-based Ankit Sawant, who earlier said his “Mom got a mini heart attack because she had to pay for dhaniya on Blinkit.”
Sawant, a travel industry professional, tagged Albinder Dhindsa and said, “Mom is suggesting that you bundle it [coriander] for free with a certain amount of veggies.” Blinkit blinked. It was a victory for Ankit’s mom and lakhs of moms across India. The free coriander with the purchase of vegetables is also a good marketing strategy.
Though Blinkit might have given in to the request for free coriander, customers are making other demands now. Some are demanding free curry leaves, while others want free chilies. One user jokingly quipped, “This dhaniya update is worth a billion dollars in market capitalization.”
“Another praised the company’s use of social media, saying, “By far the most remarkable use of Social Media (X particularly) and swift implementation. I’m betting big on Zomato and Blinkit.”
