How we pushed Blinkit brand ROAS above 8x for Priya Foods

Priya Foods (Ramoji Group) needed quick-commerce paid media that could scale without watering down brand efficiency. The brief was simple: prove where ROAS actually compounds — and cut where it does not.

What the April 2026 window showed

From the verified CXO briefing window: ₹5.07L spend produced ₹18.98L revenue and 16,388 units — a blended ROAS of 3.74x across platforms. That blended figure is not “above 8x.” The above-8x proof lives in brand and category keywords on Blinkit.

• Blinkit Brand keywords: 33–46x ROAS — the hireable proof (above 8x)
• Non-brand: 4.8–5.0x · Competitor: 0.7–1.0x (the leak)
• Tomato Pickle KW: 70x — brand-keyword illustration inside the split, not the headline flex
• Blinkit overall: ~7.1x · BigBasket cumulative: 5.86x · Zepto W2: 1.9x (diagnosed)

Brand vs non-brand vs competitor architecture

On Blinkit we split spend into three buckets and measured each with the same ROAS lens:

• Brand: 33–46x — the scaling spine
• Non-brand: 4.8–5.0x — useful, but not the same efficiency
• Competitor: 0.7–1.0x — exposed as the leak

Protecting high-ROAS brand and category keywords, then starving weak competitor spend, is how brand ROAS stayed above 8x while overall platform efficiency held near ~7.1x.

The longer arc (labelled as transformation, not April alone)

Separately from the April window, the OmniView / omnichannel arc for Priya shows blended ROAS moving 2x → 5x over four months with ACOS −40%. Plan targets (≥4.2x on a ₹10.5L/mo path toward ₹10 Cr / 6 months) are labelled as plan/targets — not claimed as current blended.

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