Hyperpure, the B2B grocery supply arm of Zomato’s parent company, Eternal, is expanding its focus to home bakers, caterers, street food vendors, and small-scale party suppliers as it seeks to diversify beyond restaurants, hotels, and cafes.
The move comes after Blinkit — Eternal’s quick-commerce subsidiary — shifted to an inventory-led model on September 1, forcing Hyperpure to stop supplying groceries to its marketplace sellers. That stream had contributed over 60% of Hyperpure’s topline.
“Hyperpure’s growth in recent years was closely tied to Blinkit’s expansion,” a person aware of the matter said. “While the vertical has been operating at breakeven, margins and revenue will see a churn following the Blinkit transition.”
In the April–June quarter, Hyperpure reported revenues of ₹2,295 crore, representing a 89% year-over-year increase. Eternal’s CFO, Akshant Goyal, had already cautioned investors of a likely de-growth in the coming quarters due to the model shift.
To offset the impact, Hyperpure has been expanding its offerings. It now provides rapid grocery delivery, end-to-end supply chain management for restaurants, and value-added food supplies such as sauces, spreads, pre-cut and semi-processed perishables. As of FY25, it serviced over 100,000 outlets, up 30% from the previous year.
To strengthen backend operations, Hyperpure recently leased 2.5 lakh sq. ft. of warehousing space in Bhiwandi, near Mumbai, adding to its network of 11 warehouses across eight cities.
Competition in the B2B food supply segment has also intensified. Swiggy entered the space with its Assure vertical last year, while Udaan’s horeca360 arm already contributes 15–20% of its business in Bengaluru and is expanding to Hyderabad, Chennai, and Delhi-NCR.
Eternal did not respond to ET’s queries on Hyperpure’s expansion plans.