Zepto vs. Blinkit: The Viability of 10-Minute Grocery Delivery in India

Abstract

This case looks at the rapid rise of quick commerce in India, focusing on two leading players - Zepto and Blinkit - that promise grocery delivery in just 10 minutes. The idea of ultra-fast delivery has gained huge popularity among urban consumers and attracted strong investor interest. However, behind the excitement lies a serious challenge: can such a model actually survive in the long run?
The case highlights the growth journey of both Zepto and Blinkit, their operating models, and the competition they face from other players like Swiggy Instamart and Dunzo. It also raises important questions about the economics of speed - high costs of maintaining dark stores, logistics expenses, thin margins, and the constant pressure to scale up while keeping investors happy.
The core dilemma explored is whether these companies should continue to push for ultra-fast delivery at all costs, or consider adjusting their strategies to focus more on profitability and sustainability.
This case is designed for undergraduate and postgraduate management students and can be used in courses on Strategy, Marketing, Entrepreneurship, or Business Models. It allows students to discuss growth versus sustainability, analyze consumer behavior, and evaluate competitive strategies in a fast-changing digital industry.

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