By Pranav Mukul

Copyright indiatimes

Hyperpure, the business-to-business grocery supply arm of Zomato parent Eternal, is looking to tap home bakers, caterers, street food vendors and small-scale party suppliers to broaden its customer base beyond restaurants, hotels and cafes, a person aware of the development said. The push comes as Hyperpure braces for a revenue squeeze after it stopped supplying groceries to sellers on the group’s quick-commerce platform Blinkit – which had contributed more than 60% of its topline, the person said.Blinkit switched to an inventory-led model from September 1.Also Read: ETtech Explainer: Why Blinkit is shifting to an inventory-led model“Hyperpure’s overall business has grown rapidly over the past few years on the back of a surge in Blinkit’s growth,” the person said. “The vertical operates at a breakeven level, but will see a significant churn in margins and revenue post the Blinkit transition.”Following Eternal becoming a majority Indian-owned business, Blinkit moved to a model where it holds inventory instead of operating as a marketplace of sellers. In the April-June quarter earnings call, Eternal’s management had indicated that the transition will lead to loss of revenue for Hyperpure.“Our B2B business Hyperpure’s (April-June) revenue grew 89% YoY (25% QoQ). We expect de-growth in this business in the next few quarters,” Eternal CFO Akshant Goyal had said. “As an outcome of this (Blinkit’s) transition, we will also see shrinkage in Hyperpure’s non-restaurant business as most of the B2B buyers in that business were sellers on our quick commerce platform.”Hyperpure reported revenue of Rs 2,295 crore for the April-June quarter, an 89% jump year-on-year.Eternal did not respond to ET’s queries until press time Wednesday.Over the past few years, Hyperpure has expanded the scope of its services, launching a rapid delivery offering for grocery supplies, while also scaling up its supply chain services.According to Eternal’s FY25 annual report, Hyperpure widened its end-to-end logistics and supply chain management offering for restaurants, including procurement, warehousing and final supply at restaurants. During the year, it billed over 100,000 unique outlets – marking a 30% growth from fiscal 2024.Last week, ET reported that Hyperpure picked around 2.5 lakh sq ft of warehousing space through long-term lease spanning over five years at Bhiwandi, near Mumbai, to strengthen its backend supply operations.As of March 2025, it had 11 warehouses across eight cities. The company also fully operationalised its own facility for processing value-added food supplies such as sauces, spreads, pre-cut and semi-finished perishables became fully operational last year.The business of supplying groceries, staples and raw materials to restaurants has seen activity from other players over the last year. Eternal’s key rival Swiggy entered the space last year with its Assure vertical. Assure claims to offer “locally sourced, high-quality, and fresh ingredients” to restaurants, hotels and others in the food industry.Similarly, Lightspeed-backed B2B ecommerce startup Udaan, which largely services kirana (or mom and pop) stores across the country, forayed into the segment with its horeca360 vertical two years ago. Horeca360 already contributes to 15-20% of Udaan’s business in Bengaluru, and it plans to expand the offering to other cities, including Hyderabad, Chennai and Delhi-NCR over the next one year.