VIP Clothing partners with Blinkit for faster innerwear delivery

VIP Clothing’s Frenchie, VIP brands now available via Blinkit.

VIP Clothing, one of India’s leading innerwear brands, has announced a partnership with Blinkit, a quick-commerce platform owned by Eternal, to deliver its flagship brands—VIP and Frenchie—to consumers within minutes.

The service will initially launch in Karnataka and the National Capital Region (NCR), followed by expansion into Gujarat, West Bengal, Maharashtra, Rajasthan, Telangana, and Uttar Pradesh.

This collaboration builds on VIP Clothing’s on-going quick-commerce strategy, having already partnered with Swiggy Instamart and Zepto to make its premium innerwear easily accessible. The addition of Blinkit to its growing Q-commerce network reinforces the brand’s aim of integrating speed and convenience into everyday innerwear shopping.

Kanishk Pathare, Head – D2C, VIP Clothing, said, “For us at VIP, it’s all about meeting our consumers where they live, work, and shop – and doing it at lightning speed! Teaming up with Blinkit isn’t just a partnership; it’s a supercharger for our D2C game, making sure our VIP and Frenchie styles are literally just minutes away. This is how we’re reshaping innerwear retail, keeping it fresh, relevant, and totally in sync with how India wants to shop today!”

Kapil Pathare, Deputy Managing Director at VIP Clothing, added, “The future is all about understanding consumer needs and meeting them where they need the brand to be. 2025 has been the year of scaling operations for us. We’ve partnered with e-commerce platforms and quick-commerce platforms while exploring newer physical retail stores and markets. This is only the beginning. Our current strategies and future plans will ensure our availability to our consumers in every possible way.”

VIP Clothing’s latest move highlights its commitment to transforming retail innerwear accessibility, solidifying its position as a modern wardrobe brand driven by convenience, reach, and consumer relevance.