Q/ Quick commerce is gaining popularity and attention from entrenched e-commerce players. What explains this?
A/ Quick commerce is redefining the way users of all ages shop, going far beyond the pandemic-driven reliance on essentials. It is no longer just about stocking up on necessities; today, users across generations are using platforms like ours for a wide range of needs. Millennials and Gen Z might turn to quick commerce for personal electronics, trendy gadgets or curated gift packs. Gen X might open the app for home essentials, kitchen appliances or festive items like gold coins and puja supplies. Boomers, who once relied on making lists and going to stores, now find convenience in ordering everything from plants to groceries, with items delivered in minutes.
The evolution of quick commerce caters to these diverse needs, allowing users to skip the planning phase and instantly access a wide assortment of items in one place. Whether it is last-minute gifting, finding festive décor or just spontaneous shopping, quick commerce platforms deliver convenience and variety with unparalleled speed.
The immense popularity of quick commerce stems from this shift in behaviour, where the app becomes not just a store, but a problem-solving tool. The pandemic may have sparked the habit, but the continuous growth and expansion of what is available—from edibles to apparel—keep users coming back, making quick commerce a serious contender in the retail ecosystem.
Q/ What were the beliefs and plans with which you launched Zepto? Which areas have you had to rework strategies?
A/ In the summer of 2020, Kaivalya Vohra and I, both 18, took a drop year from Stanford and returned to Mumbai. Observing the struggle of our elderly neighbours to access essentials during the pandemic, we began delivering groceries and medicines by bicycle. As demand surged, we transitioned to an app and scaled rapidly. By July 2021, we opened our first warehouse and expanded across major cities. In 2022-2023, we focused on efficiency during the startup funding winter, ultimately becoming a unicorn of 2023.
Throughout this journey, the core belief of addressing critical consumer pain points has held strong. However, we have had to adapt by refining operations and improving efficiency, especially in response to external challenges.
Q/ Rapid delivery is no longer a unique selling point. How do you then stand out?
A/ The true differentiator in this market is execution. Quick commerce is an operationally intense business, and success hinges on who can execute consistently and at scale. If multiple players execute well, they can thrive side by side. But if only one does, that is where the real success will be. It is not just about having a great model—it is about who delivers on it flawlessly, day after day.
Q/ The 10-minute/20-minute delivery model works in high-density pin codes. Will they work in smaller towns?
A/ We recently launched in Nashik, and within six weeks, our stores hit 1,000 orders per day—faster than in metro cities like Mumbai, Bangalore, and Delhi-NCR, where it took 3-4 months to reach this milestone. This highlights a key insight: customers in tier 2 cities and beyond are underserved. Our model works well because we provide price, selection, quality, and convenience on one platform. The demand is there, and by tailoring our approach to meet local needs, the model is scalable even in smaller towns.