PRODUCT
TEARDOWN 10.0
Ritwik Gupta | Shreya Sharma
USER
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PERSONA
Zepto delivers groceries, dairy, health and hygiene products,
and more to customers' homes within 10 minutes. They also
offer a cafe service where customers can order coffee, chai, 300,000-400,000 +10 Million Downloads
and other cafe items along with their groceries. Avg orders per Day
Groceries delivered in 10 minutes
We’re revolutionizing the way India shops.
₹2,024 Crore Annually 12-13 Mins Avg Delivery Time
Revenue
Market Landscape Competitors
Quick commerce has transformed India’s e-commerce, extending instant
deliveries beyond meals to groceries, medicines, cosmetics, and electronics.
This model blends the speed of in-store shopping with home delivery
convenience, meeting consumer demand for daily essentials. Factors like
urbanisation, busy lifestyles, and the pandemic’s impact on shopping habits
have driven the need for shorter delivery times.
USER
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Survey Background Interviewee Profile
Respondates 65 Responses
A Survey was conducted to understand the Target
market for Zepto and Quick Commerce. Kindly Occupation
83% Students , 15% Working Professionals , 1.6% Self-
click on the link/icon to access the responses Employeed
AGE Age 18-44 , Average Age - 24
Pain Points Frequency
30
Rarely
25 6.2% Daily
16.9%
1-2 times a month
20 18.5%
15
10
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30.8%
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Once a week
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27.7%
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Po
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Order Now
Parameters Swiggy Instamart Blinkit Zepto bigbasket
Approximately Approximately Approximately Approximately
Monthly Active Users (MAU)
10 million 12 million 7 million 9 million
Average Order Value (AOV) ₹400 ₹607 ₹460 ₹450
Market Share 27% 46% 21% 7%
Leverages existing - Ultra-fast delivery promise (10
- Largest market share - Established brand with a loyal
Swiggy logistics mins)
- Diverse product range customer base
- Strong brand - Innovative micro-
Strengths including electronics - Extensive product range
recognition warehousing strategy
- Fast delivery times (10 - Transitioning to quick
- Fast delivery times (15- - High customer satisfaction
mins) commerce with BB Now
30 mins) for speed
- Lower brand equity
- Slower delivery compared to
score for discounts and - Perceived issues with - High operational costs for
competitors
customer service customer service ultra-fast delivery model
Weakness - Transitioning to quick
- Higher operational - Profitability concerns - Recent losses reported
commerce may disrupt
costs due to reliance on despite revenue growth despite revenue growth
existing operations
existing infrastructure
USER
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PERSONA
DEMOGRAPHIC INFO DEMOGRAPHIC INFO DEMOGRAPHIC INFO
21 years old 35 years old
28 years old
Lives in Delhi Lives in Mumbai
Lives in Bangalore
ABOUT ABOUT ABOUT
Rohan Mehra, 28, Software Developer Priya Singh, 21, College Student Sneha Verma, 35, Homemaker
Prioritizes time-saving, fast delivery options Looks for the most affordable grocery and Focuses on purchasing fresh, high-quality
due to a hectic work schedule. snack delivery options with discounts. groceries for her family.
Chooses platforms that offer efficiency, Prefers platforms that provide budget-friendly Selects platforms with excellent customer
convenience. prices and reliable service. service and product quality assurance.
PAIN POINTS PAIN POINTS PAIN POINTS
Requires fast delivery due to his busy Requires affordable pricing and special deals. High priority on fresh produce and quality
schedule. Needs a platform that supports smaller, products.
Prefers platforms that offer a wide range of frequent orders. Wants clear product descriptions and
products in one go. photos before purchasing.
GOALS/NEEDS GOALS/NEEDS GOALS/NEEDS
Save time on daily chores like grocery Find the most affordable options for Choose a delivery platform that
shopping. groceries and snacks. guarantees good customer service and
Ensure groceries and essentials arrive Avail student discounts, cashback, and product replacement policies.
quickly, ideally within 15-20 minutes. promotions.
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Landing Page Categories Page Picks the items Cart Payment Page
No option of “GST Claim”
There is no bifurcation Good to see clear Very interactive way of There is no option of
in case of electronic items
regarding categories of identification of all putting videos of items paying it through “Cash
products making it look options making it simple making it visualy appealing on Delivery”.
An extra click-through
very messy to evaluate all of them for the customer
required if you want to tip
the delivery partner
USER
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Profile Pain Points MoSCoW Reasoning
Unhealthy & repetitive meal choices MUST Eating the same type of meals daily can affect physical health
Busy Limited time to shop for groceries MUST Doesn’t have much time to shop for groceries
Professional
Unable to claim GST on work-related purchases SHOULD Doesn’t have much time to shop for groceries
Grocery inavailability during peak hours COULD During peak hours, items go out of stock, adding stress to tight schedule.
Tight budget for groceries and snacks MUST As a student, she needs to manage her limited budget constraints
Time constraints due to study commitments MUST Priya's busy academic schedule leaves her little time to shop for groceries.
Student
Difficulty finding reliable product reviews SHOULD With options available, she relies on product reviews to make informed choices.
Lack of attractive promotions for students Discounts and offers would encourage Priya to choose one platform over
COULD
others.
Limited payment options (e.g., no COD) MUST A lack of options can lead to frustration during checkout.
Difficulty in finding high-quality, fresh produce Ensuring her family eats healthy is a top priority, and finding quality
MUST
groceries can be challenging.
Housewife
Inconsistent delivery times SHOULD Reliable delivery is crucial to manage her household efficiently
Limited ability to shop by brands COULD Being able to filter products by preferred brands would help Sneha quickly
find her items
USER
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PERSONA
Major Problems Solutions Reach Impact Confidence Effort Score Priority
Introduce a feature that allows
users to input GSTIN during
Inability to claim GST checkout, enabling professionals to
9 8 9 5
Inability to claim GST for working
for working
professionals
claim GST on their purchases. This
helps businesses with tax 129.6 MVP
professionals
compliance and encourages bulk
purchases for work-related needs.
Provide student-specific discounts,
budget-friendly bundles, and
Lack of Budget for Students
cashback offers. Integrate flexible
payment options like EMI for larger 8 7 8 6 74.67 MVP
purchases to make shopping more
affordable for students.
Add a “Shop by Brands” filter to
Absence of "Shop by Brands" help users, especially housewives,
7 4
easily find and purchase their
Option especially for
Housewives
preferred brands. This feature
enhances user convenience and
8 9 126 Post MVP
saves time.
Introduce flexible delivery
schedules and recurring order
options, allowing busy
9
Lack of Time for Working/Busy
Professionals
professionals to pre-order groceries
and essentials on their preferred 9 9 5 145.8 MVP
schedule without having to reorder
each time.
USER
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GST Claim on Electronics/Business Supplies Bank Offers Similar to E-Commerce
What is it about? What is it about?
.This feature would allow users, especially .This feature offers exclusive discounts on
businesses, to claim GST on their purchases, electronics or high-value items for users
similar to other e-commerce platforms. Users purchasing with specific credit or debit cards.
can input their GST details during checkout and For example, a 10% cashback offer for Zepto
receive a GST invoice. orders using a particular bank's credit card when
purchasing electronics like smartphones,
How will it work? laptops, or home appliances.
Zepto would provide an option for users to enter How will it work?
their GSTIN at checkout. The system would then Zepto can partner with banks or card providers
generate a GST-compliant invoice that users can to offer special discounts or cashback incentives
use to claim tax benefits. This option can be for electronics purchases. When users add
displayed for users during the payment process, eligible electronic items to their cart, the app
ensuring they can claim GST refunds or will automatically apply the discount at
deductions. checkout when the designated card is used. This
can be promoted in-app through banners and
Impact on user experience notifications, encouraging users to avail the
Positive impact for corporate users: Business offer.
professionals and companies would appreciate Impact on user experience
this feature, as it makes it easier to claim input Increased loyalty and order frequency: Users
tax credits. This will likely increase the number who are aware of the discount, especially for
Save Up to 28%
of orders from corporate users. > high-ticket electronics, are likely to choose
Applicable on GST Invoice
Increased AOV: Businesses or working Zepto for their purchases more frequently,
professionals will be more inclined to make knowing they can save money on larger orders.
larger, bulk orders when they can claim GST,
contributing to a higher average order value
(AOV).
USER
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Printing Services Shop by Brands
What is it about? What is it about?
This feature would allow users to order printed This feature allows users to filter and shop for
materials, such as important documents, flyers, groceries or essentials by their preferred
or photos, alongside groceries. Users can upload brands, much like browsing through a brand-
files for printing, and Zepto delivers them with exclusive section on other e-commerce
their order. platforms.
How will it work? How will it work?
Users would be able to upload documents or Zepto will introduce a new filter where users can
images through the app while placing an order. browse through items by brand (e.g., Amul,
They can specify printing options like color, size, Nestlé). This can be accessed via a separate tab
and number of copies. The prints would be or a filter in the existing product categories,
delivered alongside their grocery or essential offering users the ability to select their favorite Shop by Brands
orders. or trusted brands more easily.
Impact on user experience Impact on user experience
Boat Haldiram Amul
Convenience for professionals: This feature Personalized shopping experience: Users who
targets busy professionals who often need last- prefer buying from specific brands would find
minute prints. It saves them a trip to a printing this feature extremely convenient. This reduces
store, especially when working from home or decision-making time and creates a sense of
under tight deadlines. reliability by consistently finding trusted Bikano Bingo Gala Lakme
Increased AOV: Offering printing as an add-on products.
service will not only cater to a new segment of Higher AOV: Brand-conscious users are more
users but also encourage them to spend more likely to spend more when they can easily find
per order by adding this service. and add multiple products from their preferred
Printing
brands, resulting in increased order sizes.
USER
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METRICS
North Star Metric
NSM refers to the core value North Star Metric
delivered by the product Customer
Lifetime Value
L1 Metrics directly contribute
to NSM or act as checkpoints L1 Metrics
User Acquisition | User Engagement |
of direction
Rate of Conversion
L2 Metrics are supporting
metrics that indicates NSM in Retention Rate | Order Frequency | Customer Satisfaction L2 Metrics
moving in right direction
THANK YOU!
Reach Out To Us:
Ritwik Gupta Shreya Sharma
Ritwik.gupta@somaiya.edu S.Sharma@somaiya.edu
