Quick Commerce · Bread · July 2026

Bread category, refreshed

Segment structure, leaders and challengers across Blinkit, Instamart and Zepto — with The Health Factory's position in each.

THF category share

13%

▼ 2 pts vs last read

Segments led by THF

2 of 5

Multigrain · Bun/Pav

Zero Maida share of THF

36%

of a ₹390 Cr cut

Multigrain lead over #2

11 pts

THF 31% · English Oven 20%

Category structure

Annualised category size, segment mix, and the top two brands in each — with THF's share alongside.

Category size in ₹ Cr, annualised. Shares are value share of segment.
Categories	Ann. Cat. Size	%	Leader	Leader %	Challenger	Challenger %	% THF share
White/Milk	425	37%	Modern	24%	English Oven	13%	4%
Brown	310	27%	Modern	20%	Britannia	12%	7%
Multigrain	150	13%	THF	31%	English Oven	20%	31%
Bun/Pav/Pizza base	195	17%	THF	17%	English Oven	15%	17%
Artisanal	60	5%	Baker's Dozen	36%	THF	35%	35%
Bread	1,140	100%	Modern	15%	THF / English Oven	13%	13%
ZeroMaida (cut across)	390	34%	THF	36%	English Oven	13%	36%

Movement since the last read

Same segment definitions, same platforms.

Segment	Mix	THF share	Δ
White/Milk	30% → 37%	3% → 4%	▲ 1
Brown	29% → 27%	12% → 7%	▼ 5
Multigrain	14% → 13%	38% → 31%	▼ 7
Bun/Pav/Pizza base	22% → 17%	17% → 17%	—
Artisanal	6% → 5%	23% → 35%	▲ 12
ZeroMaida	38% → 34%	38% → 36%	▼ 2
Bread	—	15% → 13%	▼ 2

Category brand shares

Value share of total bread.

Modern

14.8%

THF

12.9%

English Oven

12.9%

Harvest Gold

8.0%

Noice

7.8%

Britannia

6.3%

Britannia Breads

5.8%

Baker's Dozen

4.5%

Baker's Loaf

3.5%

Bonn

2.9%

THF by platform

The category number is an average of three very different pictures.

Blinkit

9.5% → 13.1%

Gained share in every segment

Brown 8→12% · multigrain 16→20% · bun/pav 11→16% · artisanal 46→49%

Instamart

22.5% → 15.4%

Ceded share to the platform's own label

Multigrain 61→40% · bun/pav 24→22% · Noice took 10→28% of platform multigrain

Zepto

9.3% → 9.1%

Held flat across the board

Multigrain 26→28% · brown 12→12% · bun/pav 11→10%

What moved

Artisanal is now a photo finish. Baker's Dozen 36% vs THF 35%, from 46% vs 23% — a 23-point gap closed to one point, led by sourdough on Blinkit.
Noice is the challenger inside THF's strongest platform. Instamart's own label went from 10% to 28% of platform multigrain and roughly doubled its white bread offtake. It is now #3 nationally in both multigrain and bun/pav.
English Oven has drawn level. Tied with THF at 13% of category, and the challenger brand in four of the five segments plus Zero Maida.
Brown is where the national share went. THF 12% to 7% — the only segment with a double-digit-relative decline, and the one Modern and Britannia both hold firmly.
The mix moved to white/milk — 30% to 37% of the category — at the expense of bun/pav, 22% to 17%. Zero Maida holds about a third of all bread value.