Arjun Midha

2021: Only grocery delivery app in India with 10 minutes delivery 2024: Competitor chasing the '10 minute' brand segment Zepto is the only player sticking to its original promise - and is clearly acing it Scaling up a grocery delivery business is particularly challenging in India. And adding up a unique attribute, as huge as this –  has clearly been game changing for Zepto. Success didn’t come easy to Zepto too, There was a time when all the Q-commerce players faced backlash & people questioned the safety of drivers. Some brands stopped claiming the delivery time altogether, from “groceries in 15-30 minutes”, they went to “groceries in minutes” But Zepto didn’t, it went on to install a myriad of dark stores across locations, and is already serving superfast deliveries in 10 cities. Top 3 factors that helped Zepto drive exceptional growth over a very short span of time: - Captivating Customer Experience: The platform served a deeply engaging user experience and the service promise was being consistently fulfilled – a powerful combo. - Outstanding Retention: All thanks to near-perfect buying journey, Zepto achieved a retention rate which was considered only to be a fantasy for the industry earlier. - Not slowing down: More dark stores and continuous geographical expansion at the same time helped the startup acquire customers in huge numbers. Zepto cracked the key to scale in the quick commerce space by constantly growing at the same pace, and not compromising customer satisfaction at the same time – simple yet not easy. A perfect example of go big, go fast – it is surely a fascinating study for the space creators. No matter the circumstances, the brand didn’t let go of its biggest differentiator, eliminating all the question marks experts had put to its launch. What do you think is going to be the future of grocery delivery space in India? #casestudy #growth #startup

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Q-Commerce overtaking traditional e-commerce? Currently we are seeing a big boom in terms of the different SKUs being sold in Quick commerce apps like Zepto, Blinkit, etc. - Atomberg Technologies 's fans - Sony's PS5 - Samosa, Chai and what not - Digital Gold from Jar! Zepto is in talks to raise $300m for its broader ecommerce play. While Swiggy is preparing to file for an IPO this year, incumbent Flipkart is readying its entry into quick commerce. Zomato has invested $240 million in Blinkit over the last one year. Taking a step back, the lines between quick commerce and traditional e commerce have started to become increasingly blurred with QCom pretty much catering to every needs! Also, multiple reports suggest that QCommerce can potentially become bigger than traditional e commerce in India!  Case in point : According to Goldman Sachs, the valuation of Blinkit is greater than Zomato's core food delivery biz! Non-grocery boom in Q-Commerce: Categories including beauty, toys, health and electronics are witnessing robust sales growth on quick-commerce platforms overall. While the overall base for the new categories is still small, aggressive expansion by these players is starting to ensure a dominant presence for these categories. Plus AOV is higher which also comes with better margins, making it a win-win! Case in point: Zepto - 2x sales MoM in segments such as toys and electronics accessories - Beauty category expanded 3x QoQ - ~15% of Zepto’s $1.2bn annualised gross sales currently comes from non-grocery products (Source: Goldman Sachs) For several D2C quick commerce has become the fastest growth channel as well as the platform with highest customer engagement This is definitely a positive for the consumers and the Q-Commerce players, but is everything on the up and up?   As the demand for space on quick-commerce platforms skyrockets, niche D2C cos in segments like FMCG, beauty and personal care, and health and fitness are agreeing to pay a 30-45% commission on sales, besides shelling out on advertising and discounting on these Q-Com platforms. On top of the commissions, brands are also regularly spending around 20% of their total sales on ads on the platforms, and discounting their products by about 20-25% (totaling 60-70% revenue!). This is in stark contrast to the 10-20% commission that large FMCG cos pay these platforms reflecting the intense competition for visibility. The brand's scale and comparison with competitors are crucial considerations when it comes to new listings. On the positive side, smaller D2C brands have seen 40-60% total revenue coming from Q-Commerce compared to ~10-20% from traditional ecommerce, which is surprising! Essentially, Q-com currently has a BIIIG Bargaining power against new D2C brands and can essentially make or break their businesses! Is this sustainable on the long run? #ecommerce #quickcommerce #india #zepto #businessmodel #d2c #startups #LIPostingChallenge

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India is a hotbed for consumer brands, with over 3K brands incorporated in the last 15 years. 180 insurgent consumer brands are well-funded, with the base likely to expand manifold as the ecosystem matures. The Indian consumer brand ecosystem is evolving, with funding patterns showing interesting trends across categories: >> Food & Beverage: Comprising ~1.3K brands, 84% are bootstrapped, while only 6% have raised over $3M in funding. >> Apparel & Lifestyle: Out of ~750 brands, 81% are bootstrapped, with 7% receiving funding above $3M. >> Beauty & Personal Care: In ~330 brands, 64% remain bootstrapped, but 13% have crossed the $3M funding mark. >> Home (Furniture, Plants, Pets, Kitchen): Among ~300 brands, 81% are bootstrapped, with 8% securing over $3M. >> Jewelry: Out of ~100 brands, 81% are bootstrapped, with 9% raising more than $3M. This data highlights the dominance of bootstrapped brands and the challenges in scaling funding across sectors. Food & Beverage remains a tough nut to crack for funding, while Beauty & Personal Care shows relatively higher traction. #ConsumerBrands #StartupFunding #BootstrappedBusinesses #IndianStartups #FoodAndBeverage #ApparelAndLifestyle #BeautyIndustry #HomeDecor #JewelryMarket #EntrepreneurshipTrends Source: DSG Game Changers 2024: The Value Creation Playbook DSG Consumer Partners

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Ever taken a brand from 0 to 100Cr… and then to 500Cr ARR? (Like the Virat Kohli of brand building?) Well, if you’ve been behind the magic of turning a great brand into an iconic one—and you’ve got the stories (and the battle scars) to prove it—I need to hear from you! Here’s the deal: I’m looking for minds that know exactly how to scale a brand from something good to something that knocks it out of the park. You’ve been there. You’ve seen the ins and outs of taking a brand from the century mark to a triple century. Maybe you’re the one who made people fall in love with an idea, a product, or even a vision—without them even realizing it. Or you’ve lived through the wild process of turning chaos into clarity and watching the numbers rise high. Let’s just say, I want to hear your stories, your secret sauce, and the lessons you’ve learned along the way. Let's kick things off: Just fill out a short Google form I’ve attached below—only a few questions, nothing formal. https://lnkd.in/gSeaWXET Once that’s done, I’ll personally reach out with an invite. Excited to connect!

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Would you pay ₹387 for something if you could get it for ₹287? The body lotion I wanted was priced the same on Amazon, Blinkit, and Instamart — ₹387 everywhere except for Zepto. While the list price was ₹387, they added ₹100 Zepto Cash to my wallet, effectively making it ₹287. No coupons to hunt for, no terms and conditions. Just a straight discount in my wallet. Naturally, I went with Zepto. Who wouldn't? But let's pause for a minute and think. Discounts like this make us happy as customers, but what does it mean for businesses? Can this approach be profitable in the long run? Quick-comm platforms like Blinkit, Instamart, and Zepto are fighting for attention and loyalty in a crowded market. The ₹100 wasn't the seller's discount; it was Zepto's tactic to win me over, and it worked. But here's the real question: Does this build loyalty, or does it just train us to hunt for the next best deal? (Remember, I had opened four apps in the first place.) Winning customers is one thing. Keeping them without burning cash is another. Quick-comm is reshaping how we shop, but the challenge is clear — growth and profitability don't always go hand in hand. What's your take? Are we loyal customers or just bargain hunters waiting for the next big offer?

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Paytm has announced it will sell its entertainment ticketing business to Zomato for an impressive Rs 2,048 crore. This strategic move marks a significant shift in both companies' focus areas. 🎟️🍽️ Key Highlights: 1. Transaction Details: Paytm’s entertainment ticketing business, including platforms TicketNew and Insider, will be acquired by Zomato on a cash-free, debt-free basis. The deal also includes around 280 employees from these subsidiaries. 2. Strategic Shift: With this acquisition, Paytm will concentrate on enhancing its core payments and financial services, reflecting a pivot towards strengthening its primary business. 3. Continued Access: For up to 12 months, the entertainment ticketing services will still be available on the Paytm app during the transition period. This acquisition underscores Zomato’s expansion into new verticals beyond food delivery, while Paytm focuses on solidifying its position in financial services. It’s a testament to the dynamic and evolving nature of the tech and digital landscape in India. #Zomato #Paytm #Acquisition #DigitalTransformation #TechNews #BusinessStrategy #Entertainment #FinancialServices

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A lot has been made of the 2 lac Kirana shops shutting down due to Qcom. It's true that it's a significant impact but to put it in context there are more than 1Cr+ plus retail outlets in India. Every year about 10 lac churn out naturally. The last few years starting from the NBFC liquidity crisis to demonatisation and then COVID has been hard on retail. QCom is of course going to make an impact on kirana shops, more than to Modern trade a Ecom because Q com like Kirana shops caters to replenishment or emergency purchase, while Ecom and Modern Trade are more planned purchases. However, that impact will first be seen in Metros and would need many other factors to fall into place before impacting Tier 2-3 towns. In India beyond metros the retailers also provide credit to their customers and for that credit to move online etc will take some doing. Then there are factors like basket size, assortment etc to figure out. So, it's a little too early to make this noise with that 2 lac number.

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Our regional influencer content strategy helped us (Shinestar FGC) generate over 1 Crore+ views on Instagram, with a CAC to LTV ratio of over 5 so far. A few things that helped us on this journey: 1. Identifying the right influencers to partner with for virality 2. Building a content pipeline based on covering specific customer types 3. Choosing the right 'hooks' for sustained viewership A lot of it was trial and error, but would be happy to share what works in detail. Let me know if you're interested! #influencermarketing #D2C #contentstrategy #instagrammarketing

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In today's fast-paced world, brands are investing more in influencer marketing, and for good reason. Influencers bring an authentic connection with their audience, helping brands tap into highly engaged communities in a way traditional advertising just can’t match. Research shows that influencer marketing can deliver up to 11 times the ROI compared to other methods. Plus, influencer collaborations give brands access to niche audiences that are often hard to reach, making it easier to drive sales and foster long-term loyalty. For any brand wanting to stay ahead, influencer marketing isn’t just a trend, it’s a necessity! #Influencermarketing #budget #Engagement #reach #brands #Teamllluminati #Audience #Leadership #CompanyCulture #TeamBuilding #Employeeengagement #FounderMindset #BusinessGrowth #TrustAndCollaboration #InnovationCulture #TeamIlluminati #Business #InfluencerMarketing

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🐾 India's Pet Economy: Booming Growth and Opportunities 🐾 India's pet care market is on a fascinating growth trajectory, with a current value of ₹5,000 Cr in 2024, projected to double to ₹10,000 Cr by 2028. 📈 The CAGR of 20% speaks volumes about the potential in the pet care industry here. Key insights include: 📦 Market Segmentation: Food takes the lion's share with 70%, followed by accessories (20%) and services (10%). 🛒 E-commerce Growth: Online platforms like Amazon and Flipkart are witnessing rising pet care product sales, while offline still dominates with 80% of pet food bought traditionally. 💸 Startups Getting Funded: Startups like Heads Up for Tails, Supertails, The Wiggles, and JustDogs are receiving significant investments, showcasing growing investor confidence. With ₹1,500 Cr invested in the last five years and 6 Lac pets adopted annually, it's clear that India is witnessing a "pawsome" revolution in pet care! 🐶🐱 📊 Interested in the numbers? Lifetime cost of pets can range from ₹7L - ₹12L for dogs and ₹1.5L - ₹4.5L for cats. No wonder there's increasing demand for premium, natural products in pet care. 🌿 Southern India, interestingly, has higher adoption rates, reflecting regional variations in pet ownership trends. What do you think is driving this surge in pet care spending? 🐕 Let's discuss the future of India's pet economy! #PetEconomy #PetCare #StartupFunding #IndiaGrowth #PetLovers #MarketTrends #PetIndustry

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Counter Intuitively I think Q-com is going to make it harder to build D2C or as Deepak Shahdadpuri rightfully calls them insurgent, brands. India has about 1.2 crore physical retail outlets, in FMCG alone. A distribution behemoth like Unilever or ITC Limited would have a reach of about 75 to 90 lacs of these outlets, directly or indirectly. There is more nuance but, long story short, it's this scale of distribution in unorganised retail that new brands can't achieve anytime soon. Distribution is key, if you're not available to me, you're not in my consideration set despite all the brand love. Think about the last time you didn't brush your teeth because your favourite toothpaste wasn't available. The same is now also true for mobile phones that are yet to be launched in India. Now, the previous decade had Amazon and Flipkart democratise consumer reach and the likes of udaan.com consolidated access to unorganised retail to some extent. The online market places favoured the insurgent D2C brands, thanks to the discounts being offered by them as compared to the established players. The insurgent brands weren't winning yet but they were making an impact with the help of these marketplaces. Covid accelerated growth for D2C brands but things settled down soon after. Insurgent brands are still a reasonable way from dominance but there seemed to be an evolving template. Here is the problem though, covid also accelerated a new channel, Qcom. FK , Amazon, and even brick&mortar players like Reliance , More , Big Bazaar etc organised the 'planned' purchase part of retail. Blinkit and Swiggy Instamart however have also solved the problem of 'unplanned' purchase which used to happen through neighborhood stores. Unlike Ecom, Q-com cannot operate on a large width of inventory. I think you see what's happening. Limited width of inventory, plus consolidation of distribution means only the brands with money to pay Q-com get listed, thus limiting the number of brands that can be built. Now here is a completely different way to think about it. Q-com will want new brands to succeed to gain better margins. They'll proactively list D2C brands as pilots in a few pin codes. If it works they'll scale them and replace legacy brands. Which way do you think this will play out for brands? Will the neighborhood stores survive? #startup #ecom #qcom #D2C #Brands

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Building D2C is hard. Building D2C in skincare is harder. The FY23-24 numbers of Minimalist are out and it's pleasantly surprising. Revenue - Increased from ₹184 cr to ₹347 cr Profits - Increased from ₹5 cr to ₹10.83 cr How much is the advertising spend? 35% of the total expenses (₹332 cr). That amounts to ₹116.2 cr So much to learn from the story of Minimalist.

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Q-Commerce is growing rapidly, with players like Zepto, BlinkIt, and Instamart changing how we shop for groceries and essentials. 🚀 Recently, Zepto launched Zepto Café, delivering food in 10 minutes. Since Zepto wasn’t initially in food delivery, this move doesn’t raise many eyebrows. But it made me wonder: What about Swiggy and Zomato? If they set up their own cafés and start delivering food, won’t it be a conflict of interest? 🤔 Here’s why: 1️⃣ Swiggy and Zomato started as aggregators—neutral platforms connecting customers with restaurants. If they now enter the same business as their partners, it challenges their neutrality. 2️⃣ They have access to a treasure trove of data on customer preferences, popular items, and regional demand. This could allow them to manipulate buying processes by favoring their in-house offerings with better ratings, discounts, or faster delivery. 3️⃣ It raises a question of fair play: How do independent restaurant partners compete when the platform itself becomes a competitor? While Q-commerce platforms like Zepto don’t face this conflict because they aren’t competing with existing partners, Swiggy and Zomato must tread carefully. Diversifying is great, but it shouldn’t come at the cost of trust and fair competition. 💬 What do you think? Should platforms like Swiggy and Zomato stay facilitators, or is this just the natural evolution of their business? #QCommerce #FoodDelivery #PlatformNeutrality #StartupInsights #BusinessEthics #TrustMatters #FairCompetition #CustomerExperience

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India's getting healthier, the proof is in the data! The muesli category has a monthly market size estimated at INR 4.5 Crores on Blinkit, reflecting robust consumer interest in health-oriented products. Let's dive deeper: 1. Yogabar is killing it with the dumbbell approach - 15% overall market share, leading both in the premium and the value segment 2. Bagrry's and True Elements are punching above their weight with market share of 6% and 4% respectively, higher than their respective branded search share - indicating competitive product market fit 3. Kellogg Company of course leads the category with a 66% market share 4. The muscle of the segment is between INR 50-90 per gram (mid-premium) - 70% of the category lies here 5. Lastly - there's loads of room to build a new brand - 72% of consumer searches are NON-branded :) Detailed report below. 1DigitalStack #FriendsWithData #HealthySnacking #HealthyFood #ConsumerPreference #DataIntelligence #Ecommerce #QuickCommerce

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I have been running a B2B business since last 5 years and started a D2C business 1 year ago. Key lessons learned are:- D2C business might seem attractive but generating a good cash flow is challenging Scaling products with AOV <1000 is very difficult in India. If you are planning to start a D2C-FMCG product business only think in long term. Anything big can be made in 10-20 year period only. Cheers ✌

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When you are entering a competitive market, brand positioning is an essential tool unless you wish to beat by pricing. Elements like brand identity, symbols, color pallate & most importantly positioning doesn't require budgets but deep understanding on "how" you wish to be different. Examples - You want to position around "Being one with nature" or "Mighty & Gentle" Once this is decided "distribution" of this positioning at scale will require budgets. So essentially the journey starts with creativity & then with budgets depending on your revenue goal. Worry less about budgets & focus more on differentiating your brand from others. #brandpositioning

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