Zepto, India’s 111th Unicorn - Decoding Marketing Secrets

Zepto , a quick-commerce delivery firm with headquarters in Mumbai, raised $200 million in its Series E fundraising round at a valuation of $1.4 billion, breaking an 11-month unicorn drought and becoming the first unicorn of 2023.

The funding round saw participation from StepStone Group , Goodwater Capital Capital, and existing investors Nexus Venture Partners, Glade Brook Capital, and Lachy Groom.

Aadit Palicha and Kaivalya V. founded Zepto in 2021, capitalizing on the market's growing need for quick commerce delivery?in the midst of the Covid-19 pandemic.

Zepto competes against the likes of Swiggy 's Instamart, Zomato acquired Blinkit , and Reliance Retail backed Dunzo .

The quick commerce industry is one of the fastest-growing industries in India, and Zepto has fueled this industry with its innovative marketing strategies.

Convenience and super-fast delivery are the two main aspects of Zepto's incredible marketing strategy.

Marketing Strategy of Zepto

Zepto's marketing approach has been important in helping the business grow to this extent.

1. 10 Minutes Delivery StrategyAlthough the 10-minute grocery delivery concept is unique, it proved challenging to put into operation. Zepto established the idea of the dark store model in order to keep its commitment to deliver groceries in the allotted time. The dark store serves as a kind of Zepto fulfilment centre that is closed to the general public yet effective enough to process orders quickly.
2. Advertising and Branding StrategyThe main theme of all the Zepto ads is to emphasize the 10-minute delivery of Zepto. Zepto's ads are attention-grabbing ads that suddenly capture the focus, and this is what every brand wants.Zepto Ad - Groceries Delivered in 10 MinutesPlease watch the ad above. It's like having every necessary item delivered to your door within 10 minutes from the time you get up till the time you go to bed. Each ad that was created is meant to make the consumer feel how Zepto is capable of changing their daily grocery shopping habit.
3. Social Media Meme MarketingIn today's generation of technology and innovation, we cannot ignore the power of social media. You have a great possibility of finding your target audience on social media.Meme marketing is popular nowadays because people share memes with their friends and family so frequently. This will help the company gain some organic reach while also promoting it.
4. Customer Acquisition and Retention StrategyThe big giants in quick commerce market have already acquired a huge market share in the segment by offering huge discounts and other offers.Customers used to switch platforms and order the item from the app, where the discount is heavy. In the case of Zepto, it has given discounts and at the same time provided high-speed free delivery. It helps to enhance the retention rate of Zepto significantly.ConclusionThe brand has developed into India's quickest delivery app thanks to the marketing strategy used by Zepto. The Zepto app intends to rapidly spread into newer cities. Additionally, they want to dominate the market and expand their reach into micro-markets. Many other businesses are attempting to enter the industry and expand swiftly. They are unable to routinely guarantee things like 10-minute delivery, though. Zepto is a highly focused company with technical and operational discipline, enabling them to guarantee the 10-minute delivery. To learn about Zepto Business Model, check out the link below.Zepto Business Model