The delivery game was getting all nice and cozy in the Indian delivery market, but then Zepto hit them with a mighty uppercut. The moment Zepto stepped into the ring, it ruffled the rest. Zomato was still recovering from its IPO downfall, and then it had to deal with the new delivery deadline. The game was changed forever. The new player entered the Test Series and turned the format into 20-20 (or, shall we say 10-10)! This article would talk about how good or bad this new delivery deadline is. What does it mean for the current players and how will the logistics be able to support this ‘insane’ move. It would certainly be quite a powerplay league.
Zepto, what?
For those who started Googling Zepto after the 10-minute delivery model came into the limelight, here’s a short intro – founded by the duo of Kaivalya Vohra (CTO) and Aadit Palicha (CEO), Zepto is an instant grocery app that delivers essential items within 10 minutes. The 10-minute food delivery app operates on the basis of an inventory model, which delivers groceries from its own micro-warehouses in the neighbourhood.
The founders of Zepto said very prominently, “Blame it on 19”. The age makes them fearless, hyper-ambitious and the need to get it right the first time.
The concept became such a blockbuster that the app got a valuation of $570 million, which is almost double what Dunzo got. The impact was such that even Grofers had to change its name to Blinkit to substantiate the 10-minute delivery model. The 10-minute fever soon spread to Swiggy which triggered them to start “instamart”.
‘Zepto’Quick is the only way out?
Though many players in the same field have tuned their delivery game to a 10-minutes setting, this raises big questions on its compatibility of it with all other businesses. For instance, it works well for delivering FMCG products, but in the case of food or perishable goods like fruits, vegetables, etc., the quality of it comes under the scanner. Unlike groceries, dry goods and medicines, fresh food cooking takes its own time for preparation. At the restaurants, there’s usually a waiting time of at least 15-20 minutes for the food to be prepared. There are a few food items that need more time to be prepared and 10 minutes seems quite unrealistic in those situations. So, Zomato opting for 10-minute food delivery is still a point of discussion on the table the brand leaders would have with the FSSAI.
Seatbelts! ON?
Another pressing issue this delivery format needs to address is the amount of pressure it adds to the delivery agents. Such tall claims of 10-minute delivery can only be made if the backend support system is completely in place. We’d not want any delivery agent to rush the delivery and flout the safety rules & regulations on or off the road. In most cases, the delivery agents become punching bags for the customers and they have to bear the brunt. Some of the social media vigilantes have also urged the governments to regulate the delivery timings as it would lead to road accidents and other road safety issues.
At 3 Dots Design Pvt. Ltd., we keep pace with the latest news and deliver the best communication that suits the taste of our clients. Well, being one of the best ad agencies in Pune, we are equipped with the best delivery agents in the creative, strategy & digital departments. If you think your brand needs to be delivered to its customers, we’d not promise a 10-minute delivery though, but a simple 10-minute conversation with us about who we are and what we do. You can mail us at [email protected] or visit www.3dotsdesign.in to know more about us.