Zomato Hyperpure: Is It Worth It for Your Restaurant?

Hyperpure is the B2B supply arm of Eternal, the company that used to be called Zomato. It sells vegetables, meat, groceries, packaging and frozen prep to restaurants at wholesale rates, and it delivers to your kitchen. For a lot of Indian operators it lands 10 to 20 percent under the local wholesale price on staples. Whether that's worth it depends on things nobody puts on the landing page: your city, your order size, and which categories you buy.

Key takeaways

• Hyperpure is owned by Eternal Limited, formerly Zomato Limited, and operates as Zomato Hyperpure Private Limited.
• You need an FSSAI licence to register, and stock is delivered to the address on that licence.
• It's live in 130+ cities and says it supplies over 1 lakh partners.
• The business turned profitable in the December 2025 quarter and is growing, despite headlines about a 55 percent revenue drop that measured something else entirely.
• The savings are real on staples and packaging. Cold chain is where owners report the most trouble.

What is Hyperpure, and who owns it?

Hyperpure is a farm-to-fork wholesale supplier for restaurants, run by Eternal Limited. Zomato Limited renamed itself Eternal in 2025, and Hyperpure sits inside the group as a subsidiary called Zomato Hyperpure Private Limited, alongside Blinkit and the Zomato food delivery app.

That naming matters more than it sounds. Half the articles you'll find still describe it as a Zomato division. In the company's own filings it's a separate reporting segment, described as its "farm-to-fork supplies offering for restaurants in India and sale of items to businesses for onward sales."

Hold on to that second half. It explains a number that confused a lot of people this year.

What Hyperpure actually sells

Think of it as a wholesale market with an app and a delivery van. The catalogue runs across fresh produce, meat and seafood, dairy, groceries and staples, packaging and disposables, and a growing line of frozen prep under its own label.

The frozen prep is the interesting bit for small kitchens. Instead of hiring another commis to roll croissants, you buy them frozen and bake to order. At the time of writing, Hyperpure's own listings include handrolled butter croissants at around ₹80 a piece, brioche burger buns near ₹25 a piece, and 1 kg packs of chicken seekh kebab around ₹315. It also lists over 1,000 third-party seller brands, so you're not restricted to its private label.

You'll need an FSSAI licence to open an account, and deliveries go to the address printed on that licence. GST registration is optional for many buyers. If you're still setting up, our guide to starting a cloud kitchen in India covers getting that licence in place.

Where the savings are real, and where they aren't

The price gap is genuine on high-volume staples. One Delhi buyer reported boneless chicken at ₹283 a kg on Hyperpure against ₹350 at his local shop. That's a 19 percent gap, and on a kitchen using 30 kg a week it's roughly ₹8,000 a month straight back into your margin.

Now the part that gets glossed over. Minimum cart values and delivery fees vary by city and by pin code. Owners report minimums around ₹499 with free delivery kicking in near ₹1,000, but yours may differ, so check before you plan a week's ordering around it.

The savings also compress fast on low-volume speciality items, where a good local supplier who knows you will often match the price and take a phone call at 7am. Run the comparison on your actual top ten SKUs by spend, not on the headline items. If you don't know what those ten are, that's the real problem, and restaurant inventory management is the place to start.

A word of caution on how you read any saving. A cheaper input only improves your margin if your food cost percentage actually moves. Buying cheaper and wasting more is a lateral move.

About that 55 percent revenue drop

If you searched Hyperpure recently you may have seen that its revenue fell 55 percent. Several outlets reported it as a quarter-on-quarter decline. That's not what happened, and the difference matters if you're deciding whether to depend on them.

Eternal's own filing for the quarter ended June 2026 puts the numbers plainly:

Sequentially, revenue went up about 6 percent. The 55 percent fall is year-on-year, and the filing explains exactly why: Blinkit shifted from a marketplace model to an inventory-led one, so goods Hyperpure used to sell into Blinkit stopped being counted as Hyperpure sales. It's an accounting reclassification of the "onward sales" half of the segment, not restaurants buying less.

Meanwhile the segment turned profitable in the December 2025 quarter for the first time, and management has talked publicly about taking it to a $1 billion topline within three years. You can read the numbers yourself in Eternal's quarterly filing.

So: a supplier that's growing and now makes money. Reassuring if you're about to make them your primary vendor.

Where owners say it falls short

Cold chain is the recurring complaint. Operators describe frozen items arriving soft and chicken that didn't look like it spent the trip properly iced. That isn't universal, and a 1.1 crore order history means most deliveries clearly land fine, but it's the failure mode to plan for.

Two practical defences. Inspect at the door and reject on the spot, because a rejected crate is a refund conversation you win and an accepted one is a conversation you lose. And don't make Hyperpure your only source for anything you can't run a service without. Keep a local backup for your top three perishables.

Hyperpure versus the alternatives

METRO's India business, worth noting, is no longer German-owned. Reliance Retail Ventures bought it and completed the deal in 2023, so it now sits inside Reliance Retail as METRO Wholesale India.

The concentration risk nobody prices in

Here's the part I'd think hardest about, and it has nothing to do with vegetable prices.

If you take orders on Zomato, the same group already takes a commission on every one of those orders. Add Hyperpure and it also supplies your inputs. One company now sits on both sides of your P&L: what you sell through, and what you buy with.

That isn't a reason to avoid them. Cheap chicken is cheap chicken. It is a reason to keep a second supplier warm, keep your own numbers, and never end up in a position where one commercial relationship going sideways takes out both your demand and your kitchen in the same week. Know your profit margin well enough to see it happening.

FAQ

What is Zomato Hyperpure?

Hyperpure is the B2B wholesale supply business of Eternal Limited, formerly Zomato Limited. It sells fresh produce, meat, groceries, packaging and frozen prep to restaurants, hotels and cloud kitchens at wholesale rates and delivers to the kitchen. It operates in over 130 Indian cities.

Do I need an FSSAI licence to buy from Hyperpure?

Yes. Hyperpure is a B2B platform, so registration requires an FSSAI licence, and deliveries go to the address on that licence. GST registration is optional for many buyers. This is also why individuals can't order it for home use.

Is Hyperpure cheaper than the local market?

Usually on high-volume staples and packaging, where owners report gaps of roughly 10 to 20 percent. On low-volume speciality items a good local supplier often matches it. Compare your own top ten items by spend rather than trusting a headline price.

Is Hyperpure shutting down?

No. Reports of a 55 percent revenue fall described a year-on-year change caused by Blinkit moving to an inventory-led model, not a decline in restaurant supply. Sequentially the segment grew about 6 percent, and it has been profitable since the December 2025 quarter.

What is the minimum order value on Hyperpure?

It varies by city and pin code. Operators commonly report a minimum cart around ₹499 with free delivery above roughly ₹1,000, but confirm the figures shown in your own account before planning your ordering cycle around them.

What to do next

Pull your last three months of purchase invoices and rank items by total spend. Take the top ten, price them on Hyperpure, and only then decide. Most kitchens find the win sits in packaging and frozen prep rather than the vegetables they assumed. Buying better is one half of the margin. The other half is what leaves your kitchen, and whether every plate of it made it onto a bill. If you're not sure it did, book a short dineomAI demo and watch one system take the order and bill it on your own menu.