Brand teams # Market-size tables cannot pick a launch city. Pin-code readings can help A market-size table tells you a category is large or growing across India, or across a group of cities. It cannot tell you which neighbourhood to launch in. Pin-code readings show, area by area, which rivals are stocked, at what price, how often they are discounted and where they rank, which is closer to the decision a launch needs. ![](https://rewalto.com/_next/image?url=%2Fbrand%2Fog%2Fblog-pick-a-launch-city-with-pin-code-readings.png&w=3840&q=75) Illustration ยท Illustrative editorial cover, not observed data. In this post 1. [Key takeaways](#takeaways) 2. [What do public market figures say about where demand is?](#what-tables-say) 3. [Why can a market-size table not pick a launch city?](#why-not-enough) 4. [What do pin-code readings add to a launch decision?](#what-readings-add) 5. [How should a brand combine the two?](#how-to-combine) 6. [What can pin-code readings not tell you?](#limits) 7. [Quick answers](#questions) 8. [Sources](#sources) [Explore commerce data](https://rewalto.com/data/commerce) By [Varun Mahajan](https://rewalto.com/about), FounderPublished 22 October 2026Part of the [brand playbooks](https://rewalto.com/use-cases/brands) guideMore on [quick commerce](https://rewalto.com/insights/category/quick-commerce)4 min read ## Key takeaways - Deloitte and the Health & Fitness Association say the top 10 Indian cities earn 56 per cent of fitness industry revenue. - Most market tables are national or pooled across cities, and none gives a figure for one neighbourhood. - Pin-code readings show which rivals are stocked, at what price, how often discounted and where they rank. - Use market figures to shortlist cities, and shelf readings to choose where in them to launch. This post is the timely take. The evergreen how-to is the guide [Pin-code shelf truth: price and availability on Blinkit and Zepto](https://rewalto.com/guides/pincode-shelf-truth), which covers the topic in full. ## What do public market figures say about where demand is? Some say a fair amount about cities. The India Fitness Market Report 2025 by Deloitte India and the Health & Fitness Association, [summarised by the association on 9 September 2025](https://www.healthandfitness.org/improve-your-club/industry-news/indias-fitness-market-set-to-double-by-2030/), says Deloitte and the association found the top 10 cities earn 56 per cent of fitness industry revenue from 31 per cent of facilities. Deloitte and the association put fitness facility membership at 0.8 per cent of adults. Eyewear has a similar split. [Lenskart's draft prospectus, dated 28 July 2025](https://nsearchives.nseindia.com/corporate/Registration_29072025101510_DRHP.pdf), carries a Redseer industry report, commissioned and paid for by Lenskart, which estimates that about 53 per cent of people with a refractive error in the ten metro cities have prescription glasses, against about 32 per cent in tier 2 cities and beyond. Vehicles, a starting point for auto accessories, come only as national totals. [SIAM's release of 14 April 2026](https://www.siam.in/pressrelease-details.aspx?mpgid=48&pgidtrail=50&pid=605) counts domestic sales of 46,43,439 passenger vehicles, excluding four makers whose data it did not have, and 2,17,05,974 two-wheelers in April 2025 to March 2026, and SIAM gives no figure by city. ## Why can a market-size table not pick a launch city? A table describes demand in aggregate, and a launch happens in a few neighbourhoods. The fitness figures pool ten cities into one number, and the vehicle totals cover the whole country. Neither says whether the shelves in one part of Pune already carry six rivals at a deep discount, or whether the category is missing there. A table answers whether a market is worth entering. The launch city is a different question: where can a new product get on the shelf, be found and hold its price? ## What do pin-code readings add to a launch decision? For a few candidate pin codes in each city, readings of the products already on sale show four things. The guide to [new product research from the shelf](https://rewalto.com/guides/new-product-research) sets out the method. - Which rivals are in stock, and how often they run out, area by area. - Their selling prices against MRP and how often they are discounted, so you can see where a launch price would sit. - Where they rank for the search words your product would compete on. - Their price per unit or per pack, so a smaller pack is not mistaken for a cheaper product. ## How should a brand combine the two? Use the public figures to shortlist the cities worth a look, then read the shelf in a handful of pin codes in each. An area where the category is stocked, rivals sell near MRP and search results are thin is a different launch from one where shelves are crowded and discounts are deep. The guide to [pin-code shelf truth](https://rewalto.com/guides/pincode-shelf-truth) explains how to choose the pin codes and why a reading belongs to one place and one time. ## What can pin-code readings not tell you? How much a city buys. A reading shows what was on the shelf at one pin code at one time, and it shows nothing about sales, footfall or the size of a market. Readings also cover only the apps that are read, so a category those apps do not sell has no shelf to read. Keep the market figures and the shelf readings side by side, and label which is which in any report. Rewalto records availability, selling price, MRP and search position for the products you choose, by pin code and time, with the retailer's page address behind each reading. ## Quick answers ### Can pin-code readings measure demand in a city? No. They show what is stocked, at what price and in what search order. Demand comes from sales data, surveys or market studies, read alongside the shelf. ### Why read a pin code rather than a whole city? Quick-commerce apps assign each address to a nearby dark store, so stock, price and search order can differ inside one city. A pin code is a practical stand-in for that store. ### How should a brand use market-size figures and pin-code readings together? Use the public figures to shortlist the cities worth a look, then read the shelf in a handful of pin codes in each. The figures say whether a market is worth entering, and the readings show where a new product can get on the shelf. ## Sources 1. [Deloitte India and Health & Fitness Association: India Fitness Market Report 2025](https://www.healthandfitness.org/improve-your-club/industry-news/indias-fitness-market-set-to-double-by-2030/), published 9 September 2025. The top 10 cities' share of fitness industry revenue and facilities, and facility membership as a share of adults. 2. [Lenskart Solutions draft red herring prospectus, with the Redseer eyewear report](https://nsearchives.nseindia.com/corporate/Registration_29072025101510_DRHP.pdf), published 28 July 2025. Prescription-glasses penetration in the ten metro cities and in tier 2 cities and beyond, from a report Lenskart commissioned. 3. [SIAM: Auto industry performance of Q4 and FY 2025-26](https://www.siam.in/pressrelease-details.aspx?mpgid=48&pgidtrail=50&pid=605), published 14 April 2026. Domestic sales of passenger vehicles and two-wheelers in April 2025 to March 2026. National totals; the passenger-vehicle figure excludes BMW, Mercedes, JLR and Volvo Auto. ## What to do next Review the current data catalogue and documentation before choosing what to use. Older research articles do not establish current product availability. [Explore Rewalto](https://rewalto.com/)[Brand playbooks for quick commerce](https://rewalto.com/use-cases/brands)[Current data catalogue](https://rewalto.com/data)[Check coverage and freshness](https://rewalto.com/guides/check-dataset-coverage-and-freshness) ## Keep reading [The full guide ### Pin-code shelf truth: price and availability on Blinkit and Zepto Price and stock on Blinkit and Zepto belong to one pin code at one moment. What that means for how you read them. Explore](https://rewalto.com/guides/pincode-shelf-truth) [Guide ### New product research from what is on the shelf What shopping-app listings can and cannot tell you about a launch idea. Explore](https://rewalto.com/guides/new-product-research) [Guide ### Check dataset coverage and freshness before you commit A checklist for choosing data that fits your products, locations and reporting period. Explore](https://rewalto.com/guides/check-dataset-coverage-and-freshness) [From the blog ### What is a dark store? How a pin code maps to one What a dark store is, how a pin code maps to one, why the store decides what your brand can sell, and where Rewalto's Dark-store map has found them. Explore](https://rewalto.com/blog/what-is-a-dark-store) [From the blog ### Track products by pin code: price and stock, step by step A four-step method for tracking price and stock by pin code: choose pin codes and products, find the exact listing, record the same fields, and read the series. Explore](https://rewalto.com/blog/track-your-products-by-pin-code) --- Canonical page: https://rewalto.com/blog/pick-a-launch-city-with-pin-code-readings Last content change: 2026-10-22