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Created May 8, 2026 07:52
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Yogurt Category Analysis: Blinkit Bangalore - Epigamia vs Milky Mist competitive analysis
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yogurt.md

Yogurt Category Analysis: Blinkit Bangalore

Date: May 8, 2026
Location: Bangalore (12.84°N, 77.65°E)
Source: Blinkit API via local proxy
Products analyzed: 161 unique SKUs (deduplicated by group_id)

Executive Summary

Question: Is Epigamia still the category leader in qcomm yogurt, or has another brand closed the gap on flavor breadth and ratings velocity?

Answer: Epigamia is no longer the clear leader. Milky Mist has caught up completely:

  • SKU count: 21 vs 20 (Milky Mist leads)
  • Ratings volume: 124k vs 126k (essentially tied)
  • Quality: 4.62★ vs 4.34★ (Milky Mist +0.28★)
  • Price: ₹0.41/g vs ₹0.67/g (Epigamia charges 63% premium)

Brand Rankings

Brand SKUs Total Ratings Wtd Avg ★ ₹/g Shelf Rank
Mother Dairy 3 222,449 4.59 ₹0.23 6
Amul 12 139,300 4.43 ₹0.23 31
Britannia 1 130,000 4.74 ₹0.38 -
Epigamia 20 125,507 4.34 ₹0.67 1
Milky Mist 21 124,245 4.62 ₹0.41 2
Nandini 2 99,049 4.68 ₹0.06 50
Heritage 3 68,839 4.67 ₹0.09 52
iD Fresh 2 6,830 4.33 ₹0.16 -
Gowardhan 1 239 4.42 - -

Key Metrics Explained

  • Total Ratings: Sum of rating_count across all SKUs (proxy for transaction velocity)
  • Wtd Avg ★: Rating weighted by rating_count (high-volume products count more)
  • ₹/g: Average price per gram across yogurt SKUs (excludes drinks)
  • Shelf Rank: Position in default "yogurt" search (lower = better algo placement)

Gap Analysis: Epigamia vs Milky Mist

Metric Epigamia Milky Mist Winner
SKU Count 20 21 Milky Mist
Total Ratings 125,507 124,245 Tie
Weighted Rating 4.34★ 4.62★ Milky Mist (+0.28)
Price/gram ₹0.67 ₹0.41 Milky Mist (38% cheaper)
Shelf Position #1 #2 Epigamia

Epigamia's Remaining Moat

  1. First-mover brand recognition — accumulated ratings over time
  2. Preferential shelf placement — ranks #1 in default search
  3. Premium positioning — higher price signals quality to some consumers

Milky Mist's Advantages

  1. Higher quality at scale — 4.62★ vs 4.34★ across 124k ratings
  2. Better value — 38% cheaper per gram
  3. Full flavor coverage — matches Epigamia SKU-for-SKU

Head-to-Head: Flavor Comparisons

Blueberry

Brand Rating Ratings Product
Epigamia 4.42★ 31,573 Blueberry Flavoured Yogurt
Milky Mist 4.62★ 18,688 Blueberry Flavoured Yogurt
Amul 4.35★ 4,316 Stirred Blueberry Flavoured Yogurt

Winner: Milky Mist (+0.20★)

Strawberry

Brand Rating Ratings Product
Milky Mist 4.59★ 10,731 Strawberry Flavoured Yogurt
Epigamia 4.29★ 10,642 Strawberry Flavoured Yogurt
Epigamia 4.50★ 5,359 Everyday Strawberry

Winner: Milky Mist (+0.30★ on comparable SKU)

Mango

Brand Rating Ratings Product
Mother Dairy 4.28★ 12,449 Mango Flavoured Yogurt
Milky Mist 4.57★ 8,230 Mango Flavoured Yogurt
Epigamia 4.48★ 8,336 Everyday Mango
Epigamia 4.20★ 7,373 Alphonso Mango

Winner: Milky Mist (+0.09★ vs Epigamia Everyday)

Natural/Plain Greek

Brand Rating Ratings Product
Milky Mist 4.53★ 14,554 Natural Greek Yogurt
Epigamia 4.32★ 12,777 Natural Greek Yogurt

Winner: Milky Mist (+0.21★)

Mishti Doi

Brand Rating Ratings Product
Mother Dairy 4.53★ 100,000 Mishti Doi
Epigamia 4.36★ 13,182 Mishti Doi
Milky Mist 4.28★ 2,813 Mishti Doi

Winner: Mother Dairy (dominant in traditional segment)

Market Segments

Premium Flavoured Yogurt

Leaders: Epigamia, Milky Mist
Verdict: Milky Mist winning on quality and price

Mass Market (Curd/Dahi)

Leaders: Mother Dairy, Nandini, Heritage
Verdict: Incumbents dominate on volume and price

Traditional (Shrikhand/Mishti)

Leaders: Amul, Mother Dairy
Verdict: Legacy brands own this segment

Protein/Fitness

Leaders: Epigamia (Turbo line), Milky Mist (SKYR)
Verdict: Epigamia has more SKUs, Milky Mist has better ratings

Methodology

Data Collection

  1. Broad category sweep: yogurt, greek yogurt, flavoured yogurt, dahi, mishti doi, shrikhand
  2. Brand-specific searches: Epigamia, Milky Mist, Mother Dairy, Amul, Go/Gowardhan, Nandini, Britannia, iD Fresh
  3. Pagination: Up to 4 pages per search (60 products max)
  4. Deduplication: By group_id to avoid counting size variants multiple times

Metrics

  • Ratings velocity proxy: rating_count — higher count indicates more transactions over product lifetime
  • Weighted average rating: Σ(rating × rating_count) / Σ(rating_count)
  • Price/gram: price / quantity_g for solid yogurt products only
  • Shelf rank: Position in default "yogurt" search results

Limitations

  • No historical data (can't measure actual velocity over time)
  • Single location (Bangalore) — may vary by city
  • No discount/promotion visibility
  • Rating_count is cumulative, not recent

Data Source

Analysis script: scripts/yogurt_analysis.py
Raw data: scripts/yogurt_data.json
API: Blinkit via localhost:5001/api/search

# Reproduce this analysis
python scripts/yogurt_analysis.py collect
python scripts/yogurt_analysis.py analyze
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