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Vishu Bheda
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Medial • 2d
𝗭𝗲𝗽𝘁𝗼’𝘀 𝗥𝗲𝗮𝗹 𝗚𝗮𝗺𝗲 𝗜𝘀𝗻’𝘁 𝗚𝗿𝗼𝗰𝗲𝗿𝗶𝗲𝘀 — 𝗜𝘁’𝘀 𝗥𝗲𝗮𝗹 𝗘𝘀𝘁𝗮𝘁𝗲 (𝗮𝗻𝗱 𝗡𝗼 𝗢𝗻𝗲 𝗡𝗼𝘁𝗶𝗰𝗲𝗱) Most people think Zepto is in the grocery business. But in reality? They’re building one of India’s most 𝐩𝐨𝐰𝐞𝐫𝐟𝐮𝐥 𝐫𝐞𝐚𝐥 𝐞𝐬𝐭𝐚𝐭𝐞 & 𝐥𝐨𝐠𝐢𝐬𝐭𝐢𝐜𝐬 𝐦𝐚𝐜𝐡𝐢𝐧𝐞𝐬. Here’s what every Indian founder should learn from them: 𝟭. 𝗭𝗲𝗽𝘁𝗼 𝗶𝘀𝗻’𝘁 𝘀𝗲𝗹𝗹𝗶𝗻𝗴 𝗴𝗿𝗼𝗰𝗲𝗿𝗶𝗲𝘀. 𝗜𝘁’𝘀 𝘀𝗲𝗹𝗹𝗶𝗻𝗴 𝘁𝗶𝗺𝗲. Groceries are just the bait. The real product? 𝟏𝟎-𝐦𝐢𝐧𝐮𝐭𝐞 𝐜𝐨𝐧𝐯𝐞𝐧𝐢𝐞𝐧𝐜𝐞. To make that happen, Zepto builds 𝐝𝐚𝐫𝐤 𝐬𝐭𝐨𝐫𝐞𝐬 — micro-warehouses hidden inside cities. Not visible to customers. But essential for lightning-fast delivery. They don’t just deliver faster. They 𝐝𝐞𝐬𝐢𝐠𝐧 𝐟𝐨𝐫 𝐬𝐩𝐞𝐞𝐝. 𝟮. 𝗘𝘃𝗲𝗿𝘆 𝗱𝗮𝗿𝗸 𝘀𝘁𝗼𝗿𝗲 𝗶𝘀 𝗮 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗿𝗲𝗮𝗹 𝗲𝘀𝘁𝗮𝘁𝗲 𝗺𝗼𝘃𝗲. Zepto doesn’t open random stores. They pick zones with: High order density Low rental cost Fast road connectivity Low existing competition Each store becomes a 𝐡𝐲𝐩𝐞𝐫-𝐥𝐨𝐜𝐚𝐥 𝐜𝐨𝐦𝐦𝐚𝐧𝐝 𝐜𝐞𝐧𝐭𝐞𝐫, fulfilling orders faster than any supermarket ever could. They’re not building retail. They’re building 𝐮𝐫𝐛𝐚𝐧 𝐢𝐧𝐟𝐫𝐚𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞. 𝟯. 𝗧𝗵𝗲𝗶𝗿 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗮𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲? 𝗗𝗮𝘁𝗮 + 𝗚𝗲𝗼𝗴𝗿𝗮𝗽𝗵𝘆. Every order tells Zepto something: Where people are ordering most What products move fastest When demand peaks Where supply lags This data powers their 𝐧𝐞𝐱𝐭 𝐬𝐭𝐨𝐫𝐞 𝐥𝐨𝐜𝐚𝐭𝐢𝐨𝐧 before rivals even notice a pattern. This isn’t expansion. This is 𝐚𝐥𝐠𝐨𝐫𝐢𝐭𝐡𝐦𝐢𝐜 𝐜𝐢𝐭𝐲 𝐜𝐨𝐧𝐪𝐮𝐞𝐬𝐭. 𝟰. 𝗭𝗲𝗽𝘁𝗼 𝘁𝘂𝗿𝗻𝘀 𝗰𝗼𝘀𝘁 𝗰𝗲𝗻𝘁𝗲𝗿𝘀 𝗶𝗻𝘁𝗼 𝗹𝗲𝘃𝗲𝗿𝗮𝗴𝗲. Most startups treat rent and delivery as expenses. Zepto turns them into assets. Once they control enough dark stores, they can: Launch private grocery brands (high margin) Fulfill for other startups (new revenue) Rent space to D2C brands (like WeWork, but for delivery) Their real game? 𝐌𝐨𝐧𝐞𝐭𝐢𝐳𝐞 𝐭𝐡𝐞 𝐥𝐚𝐬𝐭-𝐦𝐢𝐥𝐞 𝐥𝐚𝐲𝐞𝐫 𝐨𝐟 𝐈𝐧𝐝𝐢𝐚. 𝗙𝗼𝘂𝗻𝗱𝗲𝗿𝘀, 𝘀𝘁𝘂𝗱𝘆 𝘁𝗵𝗶𝘀 𝗰𝗮𝗿𝗲𝗳𝘂𝗹𝗹𝘆. Zepto’s playbook is a masterclass in: Turning operations into strategy Using logistics as a moat Building invisible infrastructure that scales like software They’re not winning because of what they deliver. They’re winning because of 𝐡𝐨𝐰 they deliver. 𝗟𝗲𝘀𝘀𝗼𝗻: Don’t just build a product. Control how it reaches people. 𝐁𝐞𝐜𝐚𝐮𝐬𝐞 𝐰𝐡𝐨𝐞𝐯𝐞𝐫 𝐨𝐰𝐧𝐬 𝐝𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 — 𝐨𝐰𝐧𝐬 𝐭𝐡𝐞 𝐦𝐚𝐫𝐤𝐞𝐭. This is the Zepto play. 𝐀𝐧𝐝 𝐢𝐭’𝐬 𝟏𝟎 𝐬𝐭𝐞𝐩𝐬 𝐚𝐡𝐞𝐚𝐝 𝐨𝐟 𝐭𝐡𝐞 𝐞𝐜𝐨𝐬𝐲𝐬𝐭𝐞𝐦.
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