1. Blinkit, owned by Zomato, introduces free dhaniya with online vegetable purchases.
2. Represents victory for traditional practices, echoing the voices of numerous consumers, especially advocates like Ankit Sawant’s mother.
3. Acknowledges cultural significance, aligning with consumer expectations and preserving cherished traditions.
New Delhi, May 16: Blinkit, an online fast-delivery app under Zomato, has announced the inclusion of free dhaniya (coriander) with online vegetable purchases.
This decision marks a victory for traditional practices and the voices of countless consumers, particularly mothers like Ankit Sawant’s, who advocated for this long-standing tradition.
The Cultural Significance of Free Dhaniya-Mirchi
In many parts of India, including Delhi, Mumbai, Kolkata, and Bengaluru, the provision of free dhaniya-mirchi (coriander and chillies) with vegetable purchases are deeply ingrained in consumer culture.
This practice, cherished for decades, reflects the sentiment that certain items, like water, should be provided at no additional cost.
Tradition Preserved by Local Vendors
Local vegetable vendors, such as Harish in Delhi’s GK-1 and Sunil Prakash in Noida Sector 122, have upheld the tradition of offering complimentary dhaniya-mirchi with their products.
For these vendors, providing free coriander and chillies isn’t merely a business strategy but a continuation of their family’s legacy and a way to compete with e-tailers.
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Blinkit’s Strategic Move
Formerly known as Grofers, Blinkit’s decision to offer free coriander aligns with its expansion plans and marketing strategy. The move not only pays homage to tradition but also enhances its appeal to consumers.
As Blinkit aims to open 1,000 stores by March 2025, this gesture serves as a testament to its commitment to meeting consumer expectations and remaining competitive in the market.
Customer Demands and Future Prospects
While the provision of free coriander is a step in the right direction, consumers are already voicing additional demands, such as free curry leaves and chillies.
With users suggesting options for bundled complimentary items, it’s evident that the tradition of free dhaniya-mirchi may extend to other essentials in the future.
Blinkit’s introduction of free dhaniya not only honors tradition but also underscores the significance of consumer sentiment in shaping business decisions.
As the online retail landscape evolves, the preservation of cultural practices like free dhaniya-mirchi serves as a reminder of the enduring connection between commerce and tradition in India.
