Scaling ₹45.5Cr Opp

Blinkit's premium imported-grocery segment was a plausible but unproven lever to raise Average Order Value (AOV) - nobody had sized the opportunity or diagnosed why adoption among affluent users was low.

As the sole PM/researcher/designer, quantify whether premium imported food was a real opportunity worth building for, then design a product strategy to convert that opportunity into actual AOV growth.

So,
Sized the market top-down and bottom-up: TAM ≈ ₹570 Cr, SAM ≈ ₹162 Cr, SOM ≈ ₹45 Cr — deriving SOM as the average of an aggressive scenario (≈₹81 Cr at 50% target share) and a conservative scenario (≈₹9.75 Cr at ~6% share), and backing every figure with cited external sources (Reuters, IMARC, USDA, Mordor Intelligence, Trading Economics).

• Identified the addressable cohort precisely: ~9.09 lakh affluent users, ~27.9% category adoption, ~7 premium orders/year, ~₹3.3K average order value for this segment.

• Ran 10+ qualitative interviews and surveys, uncovering that 53.8% of the target cohort had low purchase frequency and 61.5% were price-sensitive — with root causes tracing back (via a 5-Whys style drill-down) to authenticity fears, inconsistent quality, opaque storage/logistics, and a lack of trust in the platform itself, not just price.

• Identified four macro consumption trends driving the category — health-conscious "premium indulgence," status signalling among cosmopolitan/HNI users, "neo-NRI nostalgia" for global comfort foods, and rising experience-led consumption (exclusive supper clubs) — to ground the strategy in real demand shifts, not assumption.

• Defined three product ideas mapped to three distinct trust layers: product-level trust (certifications and a visible health/authenticity meter on each imported item), brand-level trust (recommending other items from a brand the user already purchased and trusted), and platform-level trust (variable-reward invites to exclusive supper-club experiences and masterclasses).

Delivered a fully quantified, evidence-backed 0→1 strategy - from ₹45 Cr SOM sizing to three shippable, trust-tiered product concepts - targeting a lift in repeat purchase rate (toward 1–2x/week for ~73.4% of the cohort) and conversion. Good story for: market sizing (TAM/SAM/SOM) under time pressure; turning qualitative research into a segmented, non-obvious trust-based strategy rather than a generic "add more discounts" fix; citing external data to de-risk an internal pitch.