Beauty and home services platform Urban Company on Sunday revealed a partnership with quick-commerce app Blinkit to deliver its newly launched water purifiers, Native M1 and M2, to customers.
Urban Company stated that its water purifiers would be delivered within 30 minutes via Blinkit and installed within three hours thereafter. Blinkit initiated deliveries on Sunday in select areas of Delhi NCR, Mumbai, Bengaluru, Kolkata, and Hyderabad.
Blinkit CEO Albinder Dhindsa expressed excitement about the partnership on X, highlighting that customers would receive free and instant installation from Urban Company. He also noted a notable feature of the purifiers, stating that they do not require servicing for two years.
This collaboration marks a strategic move for the Zomato-owned platform to diversify beyond groceries and essentials. According to a report by ET on March 4, Blinkit and Zepto are exploring entry into e-commerce and are considering adding various categories such as fashion, beauty, electronics, toys, home, and kitchen, among others.
Urban Company introduced the water purifiers in October 2023. Aditya Shrivastava, Urban Company’s senior vice president of business, emphasized the company’s ongoing exploration of new areas to address customer needs.
Shrivastava mentioned that the company is experimenting with smart locks, aiming to determine if they can offer valuable solutions to customers. He stated, “If we feel we have a good solution to offer, then we will go to the market for our consumers to experience it.”
