Indranuj Pathak, Manager, Primus Partners, shares his view on the scaling approach of firms like Blinkit and District. He highlights that these companies are not just hiring engines but high-burn execution bets. Eternal, for instance, is front-loading costs in inventory-led locations and local sales, with the expectation of recovering margins later through advertising, private labels, and improved take rates. He cautions that if customer cohorts don’t become more profitable or increase order frequency within two to three quarters, the aggressive hiring of low-wage workers could backfire—adding to costs and putting sustained pressure on margins.