How Zepto is taking the fight to Blinkit and Swiggy Instamart

The youngest of all quick-commerce startups is going all out to lure customers with its standout yet cash-guzzling offerings. But is the strategy sustainable?

By now, Zepto, the quick-commerce company founded by Aadit Palicha and Kaivalya Vohra, should have crashed and burnt. 

In its four-year-long life, the startup has spent the last two in the worst tech funding winter known to this Silicon Valley of the South. Its competitors are all well-funded companies that had a significant head start over it. Swiggy Instamart, Blinkit, Dunzo and Big Basket were all ahead of Zepto, both in years of experience and the ability to outdo any new entrant. Because, after all, the business of instant commerce is nothing but stacking venture capital dollars in a messy, …


Sudarshan Devraj

Sudarshan writes on all things startups at The Morning Context. Previously, he worked at Swiggy Instamart as a part of its growth strategy team.