Product Space

PRODUCT
TEARDOWN
Team: Dissection Dynamos
Harshit Kankani | Ritesh Kumar Patro

10 Minute Grocery Delivery

 Market Overview
Q-Commerce Market What is Zepto

1. The Indian quick-commerce market is rapidly growing, reaching

1. Zepto, a Mumbai-based startup, specializes in quick
an estimated US$ 5 Billion in 2023. Projections indicate the
commerce grocery delivery, offering 10-minute deliveries
market will expand to US 20 Billion by 2028, with a CAGR of
through a network of strategically located dark stores and
25% from 2023 to 2028.
micro-warehouses. Since 2021, it has partnered with 86
2. Zepto's primary competitors in the Q-commerce sector are
dark stores across 13 locations, completing over a million
Swiggy-Instamart, Big Basket, and Blinkit. Swiggy Instamart
deliveries.
leads the market with a 35% share, followed by BigBasket's
2. Zepto is transforming Indla's grocery delivery market with
28%, Zepto's 15%, and Dunzo's 10%.
fast, reliable service driven by advanced technology

13 million+ DAU 10 Major Cities 350k+ orders daily

 Market Growth Competitor Analysis
Swiggy
Market Growth of Quick Commerce in India in the Aspects Zepto
Instamart
Blinkit Big Basket
next 5 years
US $3,349 Mn US $9,951Mn Average Order
₹ 460 ₹ 487 ₹ 607/617 ₹ 600-1000
Value
FY24 FY29
Discounts 7% Avg. 10% Avg. 11% Avg. 12% Avg.

Revenue Breakdown
60-120
Delivery Time 10-15 minutes 20-30 minutes 20-25 minutes
minutes

350K daily 2M transacting 1M weekly

Active Users NA
orders users instant orders

Locations 10 Cities 43 Cities 40 Cities 60 Cities

Dark Store Traditional e-

Dark store Dark Store
model, grocery,
Technology model, EV model, Voice
predictive extensive
delivery ordering
analysis warehouses

Fastest High
Wide range of Established
delivery times, Discounts,
USP products, player, large
focus on diverse
partnership inventory
essentials product range
 PROBLEM STATEMENT
The Zepto has achieved significant success in the quick commerce grocery

Problem sector, offering 10-minute deliveries in over 30 cities across India.

Despite this, Zepto's customer retention rate has plateaued at around
45%, and its average order value (AOV) stands at ₹460, compared to
Blinkit's ₹607.

Challenges

Boost the AOV to ₹600.

Enhance product discovery and engagement on the app to
encourage more frequent and larger orders.
Improve purchase experience
User Personas
Pain Points Needs
Name: Tarun
Age: 24
Affordable Essentials, Please!: Finding budget-
Occupation: Student friendly snacks, drinks, and groceries can be tough
Rewards & Loyalty Benefits: Users desire more rewards
and loyalty perks that make their shopping experience
Location: Bangalore when some items are just a little too pricey. more rewarding and financially beneficial.
Craving More Rewards: A little extra love from Find the Best Deals Easily: Users want a seamless way to
Income: Low rewards and loyalty programs can go a long way in discover and access the best deals, promotions, and
making shopping more satisfying and budget- discounts on essential items.
friendly!
A tech-savvy student stays with her roommates.

Name: Nehal Pain Points Needs

Age: 31
Occupation: Software Meal Planning: Difficulty in consistently planning Healthy Eating Made Simple: Users want to maintain a
healthy meals that meet her dietary needs. balanced and nutritious diet, even with their busy
Engineer Time Constraints: Due to their busy schedule/time schedules.
Location: Mumbai constraints she often forgets to order recurring Effortless Ingredient Collection: Users want AI-driven
grocery needs. convenience to automatically list and gather ingredients
Income: Moderate to High Ingredient Ordering: The hassle of searching and from shared recipe links, eliminating the hassle of manual
ordering each ingredient individually for new recipes. searches.
Nehal is a health-conscious software engineer
working at a tech company.

Name: Reena Pain Points Needs

Age: 65
Occupation: Elderly Automated Essentials Replenishment: They want a system
Homemaker Oops, Forgot Again!: It’s easy to miss out on daily must-
that helps them remember and automatically order daily
essentials to avoid running out.
haves when life gets busy and reminders are few and far
Location: Chennai between.
Simple App Navigation: Users need an easy-to-use, intuitive
app interface that makes finding and ordering items hassle-
Income: Moderate to High Tech Troubles: Navigating through apps can feel
free, even for those less comfortable with technology.
overwhelming, especially when you're not so tech-savvy
Never Run Out of Essentials: Users want a reliable solution to
—it’s frustrating when finding what you need takes too
ensure they always have daily necessities on hand, without
An elderly homemaker, living with her husband much effort.
forgetting to reorder.
 Zepto User Journey
Selected Product
Home Page Category Page Product Selection Post Addition to Cart Cart & Payment
Category

There are just so many

Payment done and order
User is excited to order Category page provides apple varieties! I'm Based on photo looks
placed in cart page. Order
out of variety of wide variety of product. feeling a bit swamped good. But not sure of Adding to the Cart.
will be reaching in 5 min.
products. But I need Fruits! trying to pick the best reality. Still Lets order it.
Excited!!
one.
Problem-Solution Mapping
Pain Points Solution Impact on Users

Craving More Rewards: A little extra love from

Exclusive Flash Deals: Be ahead of the crowd! Get early
rewards and loyalty programs can go a long way in
Zepto Rewards Hub access to time-limited, personalized deals that fit your
making shopping more satisfying and budget-
shopping style—only for the savvy shopper.
friendly!

Time Constraints: Due to their busy schedule/time

Forget about reordering essentials: Zepto’s automated
constraints she often forgets to order recurring Zepto Schedule
service takes care of it, saving you time and effort!
grocery needs.

Ingredient Ordering: The hassle of searching and Smart Meal Planning: Let Zepto help plan your meals for the
ordering each ingredient individually for new Zepto Feast Planner week! Discover new recipes and plan with ease, so you’re
recipes. always ready to cook something fresh.

Tech Troubles: Navigating through apps can feel

Hands-Free Convenience: With voice search, Zepto listens to
overwhelming, especially when you're not so tech-
Zepto Ease your needs—no typing, just talk and find exactly what you're
savvy—it’s frustrating when finding what you need
looking for in a snap.
takes too much effort.

Healthy Choices, Made Simple: With Zepto’s smart

Meal Planning: Difficulty in consistently
suggestions based on your health and fitness goals, you can
planning healthy meals that meet her dietary Zepto SmartSuggest
shop for products that support your well-being and feel your
needs. best every day.
 Feature 1: Zepto Rewards Hub
Overview
Introducing the Zepto Rewards Hub – your ultimate loyalty destination! Unlock exciting tiered
discounts, special bonuses on bulk buys, and exclusive flash deals, all tailored to diverse customer
needs. It’s the smarter way to shop and save!

Feature Insights Zepto Rewards profile to check

and redeem the points.

Tiered Discounts: The more you shop, the more you save! Unlock bigger discounts—5%, 10%,
15%—the more you buy, rewarding your loyalty every step of the way.

<
Bulk Purchase Bonuses: Big family? Busy student? Save more with exclusive discounts or
Zepto Rewards
cashback on bulk essentials—because smart shoppers deserve bigger savings.
Personalized Flash Deals: Be the first to grab exclusive flash deals, tailored just for you!
Whether you’re a snack-lover or stocking up on household must-haves, Zepto’s got your back
Available Rewards
with deals that match your shopping habits.
120p

Value to User
Redeem Rewards
Personalized Discounts: The more you shop, the bigger your savings! Unlock greater discounts
with every purchase, and watch your rewards grow.
Bulk Purchase Bonuses: Stock up and save big! Special offers on bulk buys make it perfect for
families and regular shoppers to get more for less.
Zepto Rewards
Exclusive Flash Deals: Be ahead of the crowd! Get early access to time-limited, personalized >
------------------------------------------------------------------
deals that fit your shopping style—only for the savvy shopper. Available Rewards Balance 120p

Success Metrics
Customer Retention Rate: Track the percentage of repeat customers across different discount
tiers to measure loyalty.
Zepto Rewards to check the
Cart Size Increase: Track changes in cart size when bulk purchase bonuses are offered to see if it
rewards points
leads to larger orders.
Customer Satisfaction & Retention: Survey or analyze feedback from customers using bulk
discounts to assess satisfaction and retention rates.
Deal Engagement Rate: Measure how many customers engage with personalized flash deal
notifications versus those who ignore them.
 Feature 2: Zepto SmartSuggest
Overview Value to User
Shop Smarter, Shop Happier: Get personalized
Integrating a personalized recommendation system based on user
recommendations that make shopping fun and easy—tailored
profiles and body types into Zepto will enhance customer
just for you to keep you coming back for more.
satisfaction and engagement, improve the health and well-being of
Healthy Choices, Made Simple: With Zepto’s smart suggestions
customers, and drive sales and revenue growth.
based on your health and fitness goals, you can shop for
products that support your well-being and feel your best every
Feature Insights day.
More Value with Every Click: Zepto’s personalized picks mean
Enhanced Customer Satisfaction and Engagement: Personalized higher value with every purchase—boosting your savings and
recommendations can significantly improve customer helping you find exactly what you need, all while growing your
satisfaction by providing relevant and customized shopping cart!
experiences. This leads to higher engagement and repeat
purchases.
Improved Health and Well-being of Customers: By tailoring
Success Metrics
Conversion Rate: Percentage of users who make a purchase
product recommendations to individual health profiles, dietary
based on personalized recommendations.
needs, and fitness goals, customers can make healthier choices,
Average Order Value (AOV): Average value of orders placed by
leading to better overall well-being.
users engaging with Zepto Smartsuggest.
Increased Sales and Revenue: Personalized recommendations
Net Promoter Score (NPS): Measure of users' likelihood to
can lead to higher conversion rates and average order values,
recommend the Zepto SmartSuggest feature to others.
thereby boosting sales and revenue for the platform.
User Acquisition: Number of new users who sign up for Zepto due
to the SmartSuggest feature.
 Feature 2: Zepto SmartSuggest

User to select from wide variety of

healthy snacks & get that added to
Zepto Health the cart. Recommended Products
------------------------------------------------------
Welcome ! Discover a healthier you with personalized Healthy Snacks
nutrition recommendations tailored to your unique body
and health profile. Input your health data and let Zepto
Health guide you to the best food and utility choices for
your lifestyle. Start now for a smarter, healthier shopping
experience!

Tell Us About Yourself

Your Health And Nutrition Journey Starts here.

Personal Information:
Age: _______ Gender: _______
Height: ______
Weight: ________
Calculated BMI:

Dietary Preferences:
_________________________________

Allergies:
Zepto Health _________________________________

New feature called Zepto Health Health Condition:

will be introduces in Account - _________________________________
Settings
Fitness Goal:
_________________________________

See Recommendation

User to provide Health details for

getting Recommended healthy
snacks/food suggestion
 Feature 3: Zepto Feast Planner User can plan their fav meal by
ordering the whole recipe items.

Overview
Implement a meal planning feature that adjusts ingredient quantities, offers recipes, and one-click
ingredient ordering. This streamlines the process of finding and purchasing all necessary
ingredients for recipes, simplifying the user experience.

Feature Insights
Share & Discover: Simply share or copy the recipe link, and let Zepto bring the magic to your
Zepto Feast Planner Paste The Link
Get the ingredient for any recipe with just one click
kitchen by instantly recognizing all the ingredients from recipe videos and blogs.
AI-Powered Ingredient List: Zepto’s smart AI analyzes the recipe video and automatically
compiles a detailed list of all the ingredients you need—no more guesswork!
Instant Ingredient Shopping: With just one tap, add everything you need to your cart—shopping
for recipes has never been this easy!
Adjustable Portions: Cooking for one or feeding a crowd? Customize ingredient quantities
based on servings, and let Zepto do the rest!

Success Metrics
Average Monthly Active Users: Change in the number of users after the addition of the new
feature.
Average Order Frequency: Change in the frequency of orders after the addition of the feature.

Value to User
Perfect Portions, Every Time: Adjust ingredient quantities effortlessly to match the number of
servings—whether you're cooking solo or feeding a crowd.
Smart Meal Planning: Let Zepto help plan your meals for the week! Discover new recipes and
plan with ease, so you’re always ready to cook something fresh.
Recipe Discovery & Storage: Explore, save, and organize new recipes from your favorite sites all
in one place, ready for your next culinary adventure.
Sharing Made Simple: Found a recipe you love? Share it instantly with friends and family, along
with the ingredient list—cooking together has never been this easy!
 Feature 4: Zepto Schedule
Overview
Set It & Forget It with Zepto! Automate your regular purchases for selected products, and
customize how often you want them delivered. You’ll get a friendly reminder two days before your
order is placed, so you never run out of your essentials!

Feature Insights
Pick Your Perfect Delivery Time: Set your own date and time for one-time deliveries—Zepto
makes sure your order arrives exactly when you need it.
Easy, Regular Deliveries: Schedule weekly or custom recurring deliveries and let Zepto take care
of the rest—so you never miss a thing.
Seamless Payments with Zepto Wallet: With Zepto Wallet, automating payments for scheduled
deliveries is a breeze—just sit back and relax while we handle it all for you!

Value to User
Convenience: Forget about reordering essentials—Zepto’s automated service takes care of it,
saving you time and effort!
Consistency: With automated replenishment, you’ll always have your must-have items on hand,
right when you need them.
One Time Schedule
Customer Retention: Regular, hassle-free orders with Zepto keep you connected and loyal,
ensuring you always get the best experience and deals!

Success Metrics Regular Schedule

Subscription Adoption Rate: Number of customers who start using the subscription feature.
Average Order Frequency: Change in the frequency of orders for subscribed products compared
to non-subscribed products.
Churn Rate: Percentage of customers who cancel their subscriptions within a certain period.
Inventory Turnover Ratio: Improvement in inventory management efficiency due to predictable
order patterns.
 Feature 5: Zepto Ease
Overview Success Metrics
Search Success Rate: Measure how often voice search returns the correct results on the
Transform the app with easy navigation, voice search, and personalized recommendations, first attempt, indicating the accuracy of the feature.
making it a breeze for users to discover perfect product pairings—boosting both satisfaction and Conversion Rate from Recommendations: Track the percentage of users who purchase the
order value! personalized product suggestions, showing how effective the recommendations are at
driving sales.
Cross-Sell Conversion Rate: Measure how frequently users buy complementary products

Feature Insights along with their primary item, showcasing the effectiveness of product pairing.
Average Order Value (AOV): Track if showing complementary products leads to higher order
values, suggesting that users are buying more due to these recommendations.
Talk to Zepto: Voice Search: Ask Zepto for anything you need, and it will listen! Just tap the
microphone and say it out loud. Zepto will find exactly what you're looking for, faster than
you can blink.
Smart Picks Just for You: Zepto learns what you like and suggests the perfect products. No
more scrolling aimlessly!
User can search by Voice
Complementary Products: Finding that perfect pair of items is now a breeze—Zepto will
and add products to the cart.
show you the best combos!

Value to User
Hands-Free Convenience: With voice search, Zepto listens to your needs—no typing, just talk
and find exactly what you're looking for in a snap.
Tailored for You: Zepto remembers your preferences and curates the perfect product
suggestions, saving you time and effort.
Perfect Product Pairings: Zepto makes it easy to find complementary items, helping you get
the best combos for more value in every order.
Shopping Made Smarter: Zepto’s personalized experience means you spend less time
searching and more time enjoying the products you love!
Prioritization of Features: R.I.C.E. Framework
Feature Reach Impact Confidence Effort Total Ranking

Zepto Rewards
Hub
8 7 8 5 89.6 1

Zepto Schedule 9 8 8 7 82.3 2

Zepto
SmartSuggest
9 8 9 8 81 3

Zepto Ease 6 8 7 6 56 4

Zepto Feast
7 6 7 8 36.7 5
Planner

R×I×C
RICE SCORE = ----------
E Appendix 1
References Appendix 1
Secondary Research Reach Scale:
Statista - Quick Commerce India
LinkedIn - Decoding -commerce comparatives insights 1: Very few users (1-2% of the user base)
Zeebiz - 10-minute delivery service, which is better? 5: A moderate portion of users (25-50% of the user base)
Economic Times-Q-commerce apps nudge users to increase 10: Nearly all users (90-100% of the user base)
order sizes
Impact Scale:
Consumer Insights
Fortune India - Foreign brokerage Jefferies compares 1: Minimal impact (barely noticeable improvement)
discounts on Q-Commerce Sites 5: Moderate impact (noticeable improvement in experience)
Businesswire India Q-Commerce Market Outlook Report 10: Massive impact (significant improvement or transformative change in experience)
2022-2027
Fortune India-Q-commerce e-tails great disruptor Confidence Scale:
The Business Rule Zepto vs Blinkit
1: Very low confidence (estimates are highly uncertain).
5: Moderate confidence (estimates are somewhat uncertain).
10: Very high confidence (estimates are highly certain and well-supported by data).

Effort Scale: (Inverse scale, where higher effort scores indicate more complexity)

1: Minimal effort (few hours to a day).

5: Moderate effort (several days to a few weeks).
10: Very high effort (several months or more).
 Thank You
Team: Dissection Dynamos

Harshit Kankani | Ritesh Kumar Patro