Shares of Eternal, the parent company of Blinkit, rose on Friday after the quick-commerce platform began selling Apple’s latest iPhone 18 Pro models on launch day in India.
Eternal shares were trading 1.5% higher at ₹327.50 apiece around 1 pm on September 18, after rising more than 1.5% earlier in the session. The stock’s movement came as Blinkit made the iPhone 18 Pro available in all four colours, alongside the iPhone 18 Pro Max, Apple Watch Series 12 and AirPods 5.
The development comes as quick-commerce platforms increasingly move beyond groceries and everyday essentials into premium electronics, using their core proposition of speed to compete for launch-day purchases.
Blinkit has partnered with Apple to make its latest products available to customers across Delhi NCR, Mumbai, Bengaluru, Hyderabad, Chennai, Pune, Kolkata, Ahmedabad, Jaipur and Lucknow on launch day.
Eternal Group CEO Albinder Dhindsa announced the partnership on X, saying Blinkit would offer the iPhone 18 Pro in all four colours, along with the iPhone 18 Pro Max, Apple Watch Series 12 and AirPods 5. More cities are expected to be added later.
Customers can also access discounts on select credit cards and no-cost EMI options, according to the company.
Blinkit’s launch-day availability is subject to location and inventory, meaning delivery times and product availability can vary between users.
Business Standard reported that Electronics Mart, Redington and Eternal all gained during Friday’s session as the iPhone 18 Pro and Pro Max went on sale. Eternal touched an intraday high of ₹329.75, up 2.3%, while Electronics Mart gained more than 8% and Redington rose more than 3% at their respective highs.
