As India celebrated Raksha Bandhan, the festival of brother-sister bonds, Zomato and Blinkit, two companies under the same umbrella, brought a playful twist to the occasion. Zomato, on X, wished Blinkit a “Happy Rakhi adopted sis,” which sparked amusement among users. Blinkit, however, quickly countered, “Adopted nahi acquired hota hai…itna bada hogaya pata nahi kab seekhega 😆 (Not adopted but acquired… don’t know when you’ll learn that).” This playful back-and-forth highlighted the close relationship between the two companies and served as a clever marketing tactic, leveraging the festive spirit.
Blinkit’s CEO, Albinder Dhindsa, shared their Raksha Bandhan success story on X, revealing record sales and orders on the eve of the festival. They achieved their highest-ever orders per minute, gross merchandise value, chocolate sales, and other key metrics, even hitting a remarkable 693 “Rakhis per minute” at its peak. This success underscores the growing popularity of Blinkit’s quick delivery services.
While Zomato and Blinkit celebrated Raksha Bandhan with lighthearted sibling rivalry, the festival itself holds deep significance in Indian culture. It represents the protective bond between siblings, characterized by care, respect, and unity. Zomato capitalized on this sentiment by enabling international orders for Rakhis and gifts, allowing those living abroad to connect with their siblings in India.
Blinkit’s Raksha Bandhan special offer, available until August 19th, covers six countries including the USA, Canada, Netherlands, Germany, France, and Japan. The company’s success during the festive season showcases its commitment to providing convenient and timely services while highlighting its ability to tap into the cultural nuances of its target market.
