Palicha: 10-minute delivery in India is a necessity, not just convenience
Aadit Palicha · How Zepto Became India’s Fastest Growing Startup · Y Combinator · Apr 18, 2025 · at 7:42
Aadit Palicha, CEO of quick-commerce startup Zepto, explains the consumer dynamics and structural economics driving 10-minute grocery delivery in India.
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“Now, obviously at scale, the insight is that it's not just important because people are used to it, but it's just, it's a necessity because you've got a lot smaller household sizes in India. You've got a low penetration of four wheelers. You've got much more perishables that people buy. People have got lower disposable cash. So they don't actually have the luxury of buying in bulk. And so when you fit all of those consumer insights in and mainly just, again, talking to people on the ground, You start realizing that, hey, this 10 minute thing is actually critical to do the way, the style of purchase that people like versus like a nice little convenience value prop.”
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