Jatin Keni

Massive insights from GrowthX® Demo Day (DD20) yday! 2 teams pitched for ET Money & Country Delight growth plans. Here’s the breakdown: Country Delight Product: Dairy & daily groceries (200+ SKUs) 👉 Problem statement: Grow revenue from 1200 cr to 2400 cr in 12 months 70% sales from Delhi/NCR where it has only 1% penetration. 🚀 Growth equation: Revenue = (New+Existing+Resurrected) users x ARPU 👨 👩 ICPs considered: Bachelors- 20-35 yr old Nuclear family Joint Family Location: Tier 1 & 2 Revenue by Acquisition: Paid Ads- 279 cr Partnerships-84 cr Events-54 cr SEO- 1 cr Focus on: 1. Building trust 2. Market reach & penetration 3. Brand awareness as the brand perception is that it’s a milk brand (Being a customer even I thought they are a milk only brand) Partnerships: 1. Mygate- this is a brilliant integration idea (expected rev-49 cr) 2. CultFit- set up Kiosks across their centres (historically 70-75% of acquisition has been through kiosks & online ads)- expected rev 35 cr Engagement & Retention 1. Remove Wallet friction through simplified signup 2. Order via Whatsapp bot Summary Revenue contribution: Acquisition-408 cr Engagement & Retention-264 cr Onboarding-107 cr Monetisation-28.9 cr Other Experiments-120 cr ET Money Product: a financial services app by Times Internet which helps users to invest & manage long term assets. It got acquired by 360One Group for 366 crore in June 2024. The focus is on Genius-AI powered personalised advisory services. 👉 Problem statement: Grow revenue from 30 cr to 75 cr in 12 months Market size:  Overall market size- Wealth Tech is expected to grow to 4.8 L cr in volume by 2025 Users: TAM- 13.5 cr users (unique mutual fund users+ unique Demat account holders) SAM-9.45 cr (70% users use Wealth Tech) SOM-94.5 lakh (assuming 10% market share) Current user base: 9 lakh transacting users (76k paid users) 🚀 Growth equation: Revenue= (New+Existing+Resurrected) users x ARPU X Conversion rate X No. of transactions X ADV 👨 👩 ICPs considered: Early inexperienced investor who self invests Investor looking for stable portfolio for goals (child’s education etc) Investor looking for long term wealth creation 🎯 Onboarding & Monetisation (expected rev-34 cr) -Provide recommendation engine - Smoothen the onboarding process as currently the nudge to paid plan is very high which causes a friction. Idea is to create value and then offer plans. -Streamline pricing & portfolio buckets 🎯 Acquisition (expected revenue-8.3 cr) Organic SEO & Content-pillar clusters around financial goals & investing Paid Ads- focus on high intent audience GrowthX®

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Nobody might enjoy the comments more than me. Building a platform for restaurants Fuddo with 1) Takeaway with schedule 2) Restaurant Delivery 3) Order any time ( No delivery and you have to pick). no more not available for order from 2 min far restaurants too 4) Actual Prices 5) No Cloud kitchens 6) Special deals without bankrupting restaurant ( Excess food gives special deals) More secret benefits to restaurants to survive and get back on their feet. Now the difficult part of Customers 1) Converting customer from Faked discounts on Hiked prices 2) Quantity Magics 3) Convincing customer for actual prices of 20 to 30 % lesser than online prices 4) Get to know the place from where you get your food 5) More options without breaking bank explaining 100 more reasons to choose Fuddo

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Hey PMs, Zepto added Vicks Drops to carts for free. But why? 🤔 The Cart Product Manager at Zepto must have targeted the below metrics 👇 1. Customer Retention & Loyalty: Free samples enhance shopping experiences, fostering repeat purchases. 2. Average Order Value (AOV): Increased perceived value nudges customers to add more items. 3. Conversion Rate: Free items can push hesitant shoppers to complete purchases. 4. Product Awareness: Introduces new products cost-effectively. Why it Works: 1. Promotional Partnerships: Leveraging brand collaborations to add value. 2. User Engagement: Surprising customers with freebies creates positive experiences. 3. Inventory Management: Efficient way to clear stock and promote new items. Kindly ensure it enhances user experience without being intrusive. 📈 What's the takeaway for you ? Let's discuss! Have you implemented similar strategies? Share your thoughts! 💬👇 #ProductManagement #Ecommerce #CustomerExperience #GrowthHacking #Metrics #UserEngagement

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All the D2C brands out there, did you know......? With Shopflo's checkout, you can set a primary and secondary PAYMENT GATEWAY in case 1 PG fails during payment, the user gets directed to the secondary PG to not lose out on a sale! 💯 #conversions #CODtoPrepaidshare #upSelling #growth #AbondendCart #PartialPayments

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Psychological Triggers that Product Managers at Zepto Use! ⭐️ Do you know that there are 12 Psychological Sales Triggers for Marketing which PM's at Zepto use to nudge millions of users ✨ Zepto Pass is one of the biggest successes that Zepto has achieved in the last few months It crossed over 1 million subscribers in just 1 week of launch and it is giving them excellent results 🚀 Zepto had one of the lowest AOV when compared with Instamart and Blinkit but is growing fast due to Zepto Pass Zepto had 14X revenue growth in FY23 and is on its way to achieving 2-3X growth in FY24 also It is also expected to achieve EBITDA profitability by Sep'24 and is in recent talks to raise $300 mn at a $2.5-$3 billion valuation ---------------------------------------------- Do you think Zepto can beat Blinkit in the profitability race? #quickcommerce #productmarketing #marketing

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Swiggy IPO 6-8 Nov IPO Dates 371-390 Price Band 4500 Cr Fresh Issue 6800 Cr OFS 5th Largest IPO of India 11,350 Cr IPO Size Revenue Streams -Commission on Sales, charged from restaurant partners and merchant partners. -Advertisement revenue from restaurants and brands. -Fees charged to users for delivery and related services. B2C gross order value of Swiggy is 35,000 cr in FY24. The gross order value of food delivery was approximately 25,000 cr and Instamart was approximately 8,000 cr in FY24. Swiggy’s food delivery business has improved profitability by over 1000 cr in about a year. Swiggy is valued at 8x Price to Sales (at upper end of Price Band), offering a 76% discount to its competition - Source: Deven Choksey, KR Choksey IPO reports Deven Choksey: Subscribe SBI Cap: Subscribe Bajaj Broking: Subscribe KR Choksey: Subscribe

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🚨 BREAKING: MakeMyTrip Acquires Happay From CRED - While MMT will take Happay's brand and expense management biz, payment biz will remain with CRED - In late 2021, CRED acquired Happay for ~$180 Mn #CRED #Happay #Inc42 #MediaCoverage #MakeMyTrip

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Why your D2C brand won't scale? Most likely because of the top 5 Marketing Challenges faced by Early-Stage (monthly revenue < INR 1 Cr) D2C brands that I have identified on the basis on my conversations with multiple D2C founder & marketers, and the secondary research done on the space. 1. Unsustainable Customer Acquisition Costs (CAC) ✔️ Average CAC increased by 157% in last 18 months for early-stage brands ✔️Meta CPMs up 98% YoY for Indian D2C advertisers ✔️72% of brands report negative unit economics on first purchase Impact: 🌵 Brands spending ₹800-1200 to acquire customers with AOV of ₹600-800 🌵Marketing budgets consuming 45-60% of revenue 🌵Cash runway reduced by 40% compared to 2022 2. Platform Dependency & Data Loss ✔️82% of early-stage brands rely on marketplaces for >60% of sales ✔️Average D2C brand loses visibility on 40% of customer data ✔️Only 15% have first-party data collection systems Impact: 🌵Limited customer remarketing capability 🌵High platform commissions (25-35%) 🌵No clear view of customer lifetime value 3. Poor Cash Flow Management ✔️68% of brands face stockouts despite high marketing spend ✔️Average payment cycle of 45-60 days from marketplaces ✔️Marketing commitments consume 70% of working capital Impact: 🌵Unable to scale marketing during peak seasons 🌵Missed inventory reordering windows 🌵Constrained growth due to working capital 4. Ineffective Content & Creative Strategy Data Points: ✔️91% of early-stage brands have no content calendar ✔️Average creative performance drops 47% after day 3 ✔️Content production costs 3x higher than enterprise brands Impact: 🌵High creative fatigue 🌵Poor engagement rates (<1%) 🌵Inconsistent brand messaging 5. Tech Stack Inefficiencies Data Points: ✔️Average early-stage D2C brand uses 14+ tools ✔️55% of tech stack features remain unused ✔️Integration costs equal 18% of revenue Impact: 🌵Monthly tech spend of ₹1.5-2L 🌵Data silos between platforms 🌵Poor attribution tracking What are some of the challenges that you have experienced? Share your thoughts in the comments. At Attryb, we are building an enterprise-grade personalization SaaS for D2C brands on Shopify. DM to have a chat. Anil Bains Sources: Unicommerce D2C Report 2023, Powermove-Shiprocket D2C Report 2023, The Ken D2C Analysis Q4 2023, Inc42 Media D2C Marketing Report 2023, Tracxn D2C Funding Analysis, PayU India Insights Report, Velocity D2C Lending Data, RazorpayX Cash Flow Analysis, toothsialigners & SUGAR Cosmetics Benchmark Report, Meta Facebook Creative Analysis Report, Schbang D2C Creative Intelligence, Shopify India Merchant Analysis, CleverTap D2C Analytics Report, Netcore Cloud Marketing Survey Most of the article including the image has been generated using AI. If you would like to see how please comment/dm.

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Zepto took a piece of pie from Zomato & Swiggy! While working on this teardown, I realised how zepto cafe has managed to increase my average order value from zepto. Calling for a quick snack for random hunger pangs from a Swiggy or Zomato seems inconvenient now ⏳Long Wait (minimum 30 minutes) 🫰Expensive (minimum 250-300 for the order) Zepto solves this issue of a quick snack in 15 mins!! 🌯 🚀 From Problem to Solution: My Zepto Teardown Journey Last week, I started digging into Zepto as part of the exciting Teardown Challenge by Akhil Yash Tiwari in the Product Space cohort. 🛠 Problem Statement: 1️⃣ Boost the AOV to ₹600. 2️⃣ Enhance product discovery and engagement on the app to encourage more frequent and larger orders. 3️⃣ Improve purchase experience Over the past week, I did the following to tackle this: 📊 Analyzed Current Users: I focused on understanding how are people using zepto interns of order value, frequency and what problems they wanted addressed 📲 Leveraged Technology: My solution centered on implementing AI and IoT to manage storage conditions, and using data-driven insights for better personalization. Zepto already has a lot of offer, it must focus on leveraging the massive data that they have and make users feel like zepto truly understands them. 📚 What was my Learning? The balance between scale and quality is tricky, but with the right tech solutions, it's possible to enhance both. 👥 Special thanks to my fellow team member Rohit Sharma in this challenge! 🔍 Curious to see the full teardown? Check it out below 👇 🔗I'd love to hear your insights! What are your thoughts on predictive tech improving perishables? Has Zepto or any of the Quick Commerce platforms you use managed to increase your order value?

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🌟 Grateful for the kind words and shoutout! 🌟 Thank you for recognizing the efforts behind GoKwik’s ad strategies! 🙏 It’s always rewarding to see the impact of precision-driven campaigns in such a competitive landscape. 🤝 Google Ads success is not just about hitting the right keywords—it’s about crafting a narrative that resonates with your audience. At GoKwik, every ad copy is the result of: ✅ Deep audience insights ✅ Competitor analysis ✅ Clear value positioning ✅ Relentless A/B testing to refine what works For the keyword “Shopflo,” our positioning as the #1 alternative wasn’t just luck; it resulted from aligning messaging with customer pain points and needs. Google Ads might seem like a battle of bids, but it’s really about storytelling—telling the right story, to the right people, at the right time. Let’s keep the conversation going! What’s your go-to strategy for making ads stand out in competitive searches? 👇 #GoogleAds #AdCopy #DigitalMarketing #GoKwik

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Bangalore's skies are staying dry next Tuesday (according to ...) If you're an APP Marketer or building a solid APP business or even funding one, we(as in Google) in collaboration with Adjust have something in store for you this coming week on 6th August. We are hosting an offline event on 6th August (Next Tuesday) in our RMZ Infinity Office. We want to discuss about primarily 3 things a. Reducing CAC keeping scale in mind b. Building for an international audience (localisation & more) c. Obviously, attribution to become razor-focussed on ROI If these Topics excite you - we would love to talk to you! Small caveat: Please RSVP in the link given in the comments. We would discuss App Growth strategies only. Sanjana Shreyas Anshuman Rohit Vaibhav kapil Afreen

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Do we already have the next Zomato ? Zepto has increased their platform fee to Rs. 9.99 i.e ~Rs.10 (Bangalore) and this is the highest platform fee for any e/q-commerce company so far. AoV (Average order value) at Zepto is Rs. 350 for which Delivery is free whereas for order less than Rs. 199 there is a delivery charge of Rs. 27 (Bangalore). Considering a near hypothetical scenario where no. of orders above Rs. 199 is 50% and below Rs. 199 is 50% and total no. of orders is 100 per day. Zepto pay nearly Rs.50 per order to it's delivery guys who delivers close to 35 orders and works on all 7 days of the week. Mon-Fri, Sat and Sunday have three different earning rates and also based on the number of orders delivered on that particular day. 1. Scenario 1: For 50 orders above Rs. 199 : Zepto fixed income is Rs. 10 per order. i.e Rs. 500 per day. For 50 orders below Rs. 199 : Zepto fixed income is Rs. 10 + 27 (delivery cost) per order. i.e Rs. 1850 per day. Total Fixed Income : Rs. 2350 Variable Income - Zepto charges upto 35% commission from some D2C brands which are onboarded recently and on top of that there is an advertising cost. For some established brands, the commission is also lesser like 15-20% range Assuming Blended margin to be 25%, earning from commission on AoV of Rs. 350 is Rs. 87.5 per order. This equates to Rs. 8750 for the assumption of 100 orders. Total Zepto earning : Rs. (8750 + 2350) = Rs. 11100. Zepto's cost of Delivery : Rs. 50*100 = Rs. 5000 (higher side) Profit at Unit Level = Rs. (11100 - 5000) = Rs. 6100/100 i.e Rs. 61 per order. Additional Income : Partner Advertising Income, Listing Fee, Third Party Advertising like Credit Cards etc. Additional Cost : Dark Store Operation, Employee Salary, Server Cost and many things. If the volume doesn't show de-growth and they keep introducing private labels like "Relish Chicken" which has a higher margin. Zepto can be the next Zomato. Antithesis : There is a de-growth already in the D2C space. Due to funding crunch and path to profitability, offers are drying up leading to de-growth of the entire space. If this is actually happening and keeps on declining, Zepto has a problem in hand as these D2C brands are the major spender on Quick Commerce. Quick Commerce is not as bad as it was portrayed 3 years back. It grew on the back of these D2C brands and eventually accepted by Legacy and established brands as well. #entrepreneurship #technology

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👉Dunzo 👉Swiggy 👉grofers 👉bigbasket.com 👉Amazon Pantry What’s #1 thing common in all these companies? ➡️Disloyal customers Storytime - In March 2020, during the COVID-19 lockdown, two 19-year-old entrepreneurs, Aadit Palicha and Kaivalya V., found themselves struggling with slow grocery deliveries in Mumbai. This experience led them to launch KiranaKart, which later evolved into Zepto. Here are the 4 key strategies that Zepto used to disrupt the Indian grocery delivery market: 1. Understanding consumer behavior: Customers who received deliveries within - ↪️20-30 minutes were 40-50% more likely to place repeat orders, compared to 20% for 45-60 minute deliveries. This insight formed the basis of Zepto's 10-minute delivery promise. 2. The dark store model: Zepto operates using a network of "dark stores" - small, strategically located warehouses. This model allows for:   a) Rapid order fulfillment within a 3km radius b) Efficient inventory management based on local buying patterns c) Optimized picking, packing, and bagging (PPB) process, reducing lead time to just 60 seconds 3. Hyper-focus on speed: Unlike competitors who compete primarily on price, Zepto differentiated itself by focusing on delivery speed. This unique value proposition helped them stand out in a crowded market. 4. Strategic customer acquisition: Zepto's approach involves: a) Providing free delivery b) Promising 7-10 minute deliveries c) Offering significant discounts (25-50%) for first-time users This strategy aims to create a memorable first experience, emphasizing speed over discounts for customer retention. In 2023, the company raised $665 million, valuing it at $3.6 billion.  And here are the 4 major business lessons to learn from Zepto: 1. Value-driven loyalty: Customers are loyal to value, not brands. Continuous improvement of the value proposition is crucial for market survival. 2. Identifying untapped opportunities: Zepto succeeded by addressing an unmet need in the market - ultra-fast grocery delivery. 3. Data-driven decision making: Zepto's success is rooted in careful analysis of consumer behavior and market trends. 4. Differentiation in a crowded market: By focusing on speed rather than just price, Zepto created a unique position in a competitive landscape. Have you ever ordered from Zepto? If yes, did you get your delivery in 10 mins? #zepto #casestudy #businesslessons

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Jeetu Bhaiya from Kota Factory spits life facts like no one else 😎 👇 Be it cracking IIT or building a business or tackling difficult things in life, these lessons are relevant across all situations: 1. Do the Tough Thing: Easy things are not fun to do. Tough goals and challenges define your character. Some goals are so grand that it’s glorious even if you fail! 2. Process = Fun: We all do things we might not love doing. But falling in love with the process makes those tough goals seem smaller. Being disciplined and enjoying the journey creates a vast positive difference in our end result. 3. One Step at a Time: Sometimes, doing hard things feels like walking on a tightrope. A tightrope walk demands focus. If we start paying attention to the noise around, we might fall. Taking one step at a time helps us stay relaxed and focused. 4. Success After Failure: Usually, we don’t get things on the first attempt. We should remind ourselves that we can fail 100 times, but we need to be successful only once! I could never crack IIT despite multiple attempts, but I have experienced situations where these lessons have been applicable, and they resonate with me deeply. What are your favorite scenes or dialogues by Jeetu Bhaiya? Comment and let me know!

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On similar lines, Swiggy be like, "Introducing Incognito mode for all your secret cravings. Because we know you really needed that midnight ice cream in private. IPO blessings, here we come!" 😂 Meanwhile, Mygate: "Swiggy, hold my beer... and maybe the snacks too." #swiggy #zomato #mygate #marketing #pr #ipo #product #productmanagement #tech

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Delivery apps like Blinkit, Zepto, and BigBasket have made grocery shopping incredibly convenient, but they’ve also brought about some notable negative changes for consumers and society 👇 1. Reduced Physical Activity: 𝗕𝗮𝗰𝗸 𝗶𝗻 𝘁𝗵𝗲 𝗱𝗮𝘆, 𝗽𝗲𝗼𝗽𝗹𝗲 𝘄𝗼𝘂𝗹𝗱 𝘄𝗮𝗹𝗸 𝘁𝗼 𝘁𝗵𝗲 𝗹𝗼𝗰𝗮𝗹 𝗺𝗮𝗿𝗸𝗲𝘁 𝗼𝗿 𝗴𝗿𝗼𝗰𝗲𝗿𝘆 𝘀𝘁𝗼𝗿𝗲, 𝘄𝗵𝗶𝗰𝗵 𝗸𝗲𝗽𝘁 𝘁𝗵𝗲𝗺 𝗮𝗰𝘁𝗶𝘃𝗲 𝗮𝘀 𝗽𝗮𝗿𝘁 𝗼𝗳 𝘁𝗵𝗲𝗶𝗿 𝗱𝗮𝗶𝗹𝘆 𝗿𝗼𝘂𝘁𝗶𝗻𝗲. Now, with apps that bring things to our doorstep instantly, people are much less likely to get out and move around. This drop in physical activity can lead to a more inactive lifestyle, increasing risks for health issues like weight gain, heart problems, and muscle weakness. 2. Impulse Purchases and Overconsumption: The convenience of quick delivery encourages impulsive shopping. With everything just a tap away, people might order more than they need, leading to overconsumption and unnecessary spending. 3. Environmental Impact: The increase in demand for quick deliveries means more trips by delivery vehicles, which contributes to pollution and higher carbon emissions. Additionally, excessive packaging materials are often used to ensure food safety during transport, creating more waste. 4. Mental Dependency on Instant Gratification: Instant delivery reinforces a culture of instant gratification, potentially diminishing patience levels and the appreciation for delayed rewards. This mindset can influence other aspects of life, making people less tolerant of delays or inconveniences in other areas. 5. Strain on Labor: The pressure to deliver quickly puts a lot of stress on delivery personnel, who often work long hours under strict time constraints. This can lead to unsafe driving practices, stress-related health issues, and unfair working conditions if companies don’t provide adequate support. 6. Weakening of Local Retailers: 𝗧𝗵𝗲 𝗽𝗼𝗽𝘂𝗹𝗮𝗿𝗶𝘁𝘆 𝗼𝗳 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝘆 𝗮𝗽𝗽𝘀 𝗰𝗮𝗻 𝗵𝘂𝗿𝘁 𝗹𝗼𝗰𝗮𝗹 𝘀𝘁𝗼𝗿𝗲𝘀 𝗮𝗻𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝘀, 𝗹𝗲𝗮𝗱𝗶𝗻𝗴 𝘁𝗼 𝗮 𝗱𝗲𝗰𝗹𝗶𝗻𝗲 𝗶𝗻 𝘀𝗺𝗮𝗹𝗹, 𝗳𝗮𝗺𝗶𝗹𝘆-𝗼𝘄𝗻𝗲𝗱 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀𝗲𝘀. This change disrupts community ecosystems, affecting local employment and social interactions that traditional shopping once fostered. These changes highlight the need for a balanced approach to using such services, considering their impact on both personal well-being and the community.

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I see, most of the product folks at Meesho are posting about PM opportunities at Meesho & inviting CVs. Realise that they are so trying to rightly impact the top of the funnel and get as many applications in as possible. But alas, they are then constrained by the human evaluation of CV scanning, evaluating humans in their own personal biased ways. I wish they'd have announced that they'll somehow somewhere use AI to evaluate the humans to filter the top 20 out of 1000s of applicants. & Why Not? Any human process which is not utilising AI today should seem inefficient, ineffective. How else do you ensure that the bottom of the funnel has the best outcome? IAXOV can do it for you folks. It'll do the heavy lifting for you. The virtual interviewer at IAXOV can talk to the humans like humans and do the unbiased filtering at scale. Any sufficiently advanced technology is indistinguishable from magic. 🪄

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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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Rise of category specific quick commerce companies: While I see very low loyalty & huge switching behaviour amongst folks while using the 3-4 quick commerce apps they use, majorly driven by availability of a particular product/brand/SKU i.e. overall assortment & pricing, but slowly this should start changing and sticky loyal behaviour will emerge which would be a result of 2 things: a. degree of association this might be towards the imagery/associations that the particular brand enjoys in consumers' minds, or the category for which they are buying. this shall be very important considering the private labels that all of these quick commerce apps wish to launch. while I read some figures around this meat brand of Zepto <relish> doing some good numbers, but going forward, this scaling will depend on associations of 'hygiene', 'tender', 'fresh', ' value for money', in competition with other quick commerce apps having their own brands in the same category. b. experience: the above perception/associations/imagery will be continuously tested against the actual experience delivered. So, sooner or later, any first mover advantage will be gone, and it shall be more about depth of execution in each of these areas. P.S: Whilst everyone wants to have grocery as their holy grail, disruption & consumer behaviour shift will be the fastest w.r.t this category considering the fresh food and grocery preferences. So, while lines might get blurred between e-commerce and quick commerce, deeper, niche and category specific quick commerce companies might become the reality. Blinkit Zepto Swiggy bigbasket.com

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