Blinkit Launches EMI Facility for Orders Above ₹2,999: Netizens React to the New Feature

Zomato-owned quick-commerce firm Blinkit has rolled out an EMIIpay feature that will enable customers to pay for orders of over ₹2,999 in equated monthly installments. According to the company, this service will enhance affordability and allow customers to plan better financially as well. Blinkit CEO Albinder Dhindsa announced the feature on X, the new name for Twitter, where he communicated the company's visions about making daily essentials more approachable.

The company has made EMI applicable for all orders above ₹2,999, which are not containing gold and silver coins. As Dhindsa himself said, this is going to be much more convenient for the customers to manage purchase that maybe large orders or might otherwise "stretch their wallets too thin".

Mixed Reaction on Social Media

The EMI facility has received mixed reactions from social media users, who thanked Blinkit for innovation. Some said the company made grocery and other items easy to buy. "You will soon replace Amazon! Way to go, just Blinkit!" said one X user, hailing the ambition of Blinkit in taking on established e-commerce firms.

Another user was just as excited, saying, "I'm starting to see the vision to be king of the 'jungle.' Rooting for you guys!"

The feature came in for appreciation on the lines of creativity and how it can completely overhaul the quick-commerce landscape.

Not all roads were smooth sailing, though. Several users expressed views with regard to offering EMI options for groceries and other essential commodities. One user warned, "EMI on basic necessities like provisions and groceries is a recipe for disaster for a generation that is low on savings and high on debts." Another user commented, "Disaster in the making for personal financials!

He was expressing angst over long-term implications of such financial options on debt-ridden consumers.

For one, some netizens threatened it was going to push people into financial instability. "You'd bankrupt people with such cheap thrills," one of the users said, while tweeting her fear over grocery affordability on credit.

We have introduced buying with EMI on Blinkit!

EMI options will be applicable on all orders above ₹2,999 (except orders that contain gold and silver coins)

We believe this will improve affordability and enable better financial planning for our customers. pic.twitter.com/htBrxnKMjk

— Albinder Dhindsa (@albinder) October 24, 2024

Blinkit's Seller Hub: A New Avenue for Brands

Apart from the EMI feature, Blinkit also launched another initiative for sellers. The company rolled out its "Seller Hub" program on Wednesday, where brands can sell directly through the platform. Inspired by Amazon's Fulfillment by Amazon, seller hub permits sellers to use the platform without any intermediaries and take care of storage, packing, shipping, returns, and customer service.

On X, Blinkit's Chief Technology Officer Sajal Gupta said that the feature the Seller Hub will come in handy to businesses by streamlining operations, and will help business owners reach more customers without third-party interfaces.

While the new EMI facility from Blinkit has triggered both praise and criticism, it certainly moves the brand one step closer to the level of convenience needed by customers in the quick-commerce space. With Seller Hub, yet to be seen is how the consumer reacts to this change whether it creates financial ramifications which are meant to be part of the design as envisioned by Blinkit towards empowering better financial planning.