Zepto’s rapid delivery model emerged from consumer demand, not marketing. CEO Aadit Palicha said early customer complaints about delays drove the shift. Pivoting from a failing pickup service, Zepto embraced quick commerce, matching India’s urban needs. Competing fiercely with Blinkit and Instamart, the startup eyes 2025 for mainstream impact, emphasizing operational excellence and top talent. 

In its early days, Zepto’s founders, Aadit Palicha and Kaivalya Vohra, personally handled deliveries. They received consistent feedback from customers expressing frustration over long wait times. One customer remarked, “I’d rather buy from my fruit and vegetable vendor in the morning than wait 2–3 hours for you.” 

This feedback prompted Zepto to pivot from its initial pickup and drop-off service to a quick commerce model focusing on 10-minute deliveries. By establishing dedicated pick-up points within specific city radii, Zepto aimed to replicate the immediacy and convenience of neighborhood shopping. Palicha emphasized that this shift was not just about convenience but about aligning with India’s unique urban consumption patterns, where smaller households and limited use of four-wheelers lead to more frequent and smaller purchases of perishables. 

Zepto’s commitment to rapid delivery has positioned it as a significant player in the quick commerce space, competing with giants like Blinkit and Instamart. Looking ahead, Palicha envisions 2025 as a pivotal year for quick commerce to achieve scale comparable to traditional e-commerce in terms of market impact and consumer adoption.