**‘No shortcuts’: Blinkit’s CEO Warns Brands Against Fraudsters**
*By Dwaipayan Roy | Oct 04, 2025, 06:23 PM*
Albinder Dhindsa, CEO of Blinkit, has issued a strong warning to brands about the rising fraudulent activities involving product listings on the Blinkit platform. In a recent post on X, Dhindsa clarified that there are no shortcuts or official partners who can expedite product listings on Blinkit.
“We’ve recently seen cases where fraudsters claim they can get you listed quickly on Blinkit. Please note: there are no shortcuts and no official partners for listing products on Blinkit,” he emphasized.
**Caution When Working with Resellers**
Dhindsa urged brands to be cautious if they choose to work with resellers. He stressed the importance of due diligence, warning that any misrepresentation or unauthorized activity by a reseller could result in products being removed from the platform.
“If you choose to work with a reseller, do your diligence. Any misrepresentation or unauthorized activity by the reseller can get your products deactivated from the Blinkit platform if the reseller is blacklisted,” he wrote.
**Brands React to the Warning**
The CEO’s caution has sparked mixed reactions among brands. Some have expressed concerns about their user experience with the official platform for seller registration. One user pointed out the difficulties faced by D2C brands due to a lack of clarity in the registration process, while another seller complained about delayed responses and slow processing times.
**Blinkit’s Market Position**
According to a research note by brokerage firm BofA Securities, Blinkit, owned by Eternal, commands over 50% market share in the 10-minute delivery segment. Its main competitors include Zepto, Swiggy’s Instamart, BigBasket, Flipkart Minutes, and Amazon Now.
As Blinkit strengthens its position in rapid delivery, the company’s push for authenticity and caution against fraud highlights its commitment to maintaining platform integrity and trust among sellers and consumers alike.
https://www.newsbytesapp.com/news/business/blinkit-s-ceo-has-a-warning-for-brands/story
