How Blinkit turned stationery from fringe to a fast-moving ₹500 Cr+ category

Until a few years ago, stationery was hardly the kind of category one would expect to thrive on quick commerce platforms. Pens, notebooks, diaries, art kits, copier sheets, and the like were seen as “planned purchases”—typically bought at local bookshops or during monthly department store runs, or even as part of bulk purchases on Amazon.

But Blinkit has flipped that script entirely.

As it turns out, thanks to Blinkit's category dominance, stationery items no longer feature even in the top 200 SKUs on Amazon India, according to Datum Intelligence’s findings, shared exclusively with The CapTable.

“The same stationery buyer has shifted from Amazon to quick commerce because they want variety and quick delivery,” Meenakshi Pathak, Research Analyst at Datum Intelligence, tells us.

Today, stationery is a meaningful ₹40+ crore-a-month category on Blinkit, translating into an annual run rate of over ₹500 crore, with the potential to grow even bigger as sales remain heavily skewed towards metros (80%), with Tier 2 and Tier 3 towns largely untapped.