Zepto, Blinkit bypass mandis to source potatoes directly from FPOs at above-market rates

Quick commerce players are cutting out middlemen by procuring horticulture produce straight from FPOs. Zepto's Kiranakart Wholesale and Zomato Hyperpure buy potatoes ₹2-2.50/kg above mandi rates via a no-profit-no-loss, vertically integrated model with RTV quality clauses, procuring 130-150 tonnes daily across UP and NCR.

— Filed Sun, 12 Jul, 2026, 20:40 IST · Source BL · Consumer & Economy · Updated

Quick commerce players Blinkit and Zepto are sourcing horticulture produce directly from FPOs, eliminating middlemen. Zepto's Kiranakart Wholesale and Zomato Hyperpure procure potatoes above mandi rates via a no-profit-no-loss, vertically integrated F&V model backed by RTV quality clauses.

Why this matters

Zepto deepens supply-chain control as it battles Blinkit and Instamart in India's $83B quick commerce market and eyes an IPO, following investor resistance to its $10B valuation ask.

Omni-channel activity steady with 949 signals over the past 90 days.

Also reported by