Hyperpure, the B2B grocery supply unit owned by Eternal, is widening its customer base to include home bakers, caterers, street vendors and small event suppliers as it faces a sharp revenue adjustment following changes at Blinkit, its sister platform.
Blinkit, which moved to an inventory-led model on September 1, had until recently been a major revenue driver for Hyperpure. Supplies to Blinkit’s marketplace sellers accounted for more than 60 percent of Hyperpure’s topline, according to people familiar with the matter. With that channel now closed, the unit is seeking new avenues of growth.
Hyperpure reported revenue of ₹2,295 crore in the April-June quarter, marking an 89 percent year-on-year jump and a 25 percent rise sequentially. Eternal’s management, however, has already cautioned that the business will experience de-growth over the next few quarters as the impact of Blinkit’s transition becomes more visible. The unit, which currently operates at breakeven, is expected to face margin pressure as well.
To counter this, Hyperpure has been strengthening its infrastructure. The company recently leased 2.5 lakh square feet of warehousing space in Bhiwandi near Mumbai on a long-term basis, adding to its 11 warehouses across eight cities. It has also expanded processing capabilities for value-added foods such as sauces, spreads and semi-prepared perishables, while introducing faster delivery for restaurant partners.
Hyperpure supplied over 100,000 unique outlets during FY25, up 30 percent from the previous year. Eternal’s annual report highlights efforts to build an end-to-end procurement and logistics chain for restaurants, cafes and hotels.
The segment is becoming increasingly competitive. Swiggy has entered with its Assure vertical, while Udaan’s horeca360 arm now contributes up to 20 percent of its Bengaluru business and is preparing to expand to Delhi-NCR, Hyderabad and Chennai.
