How do Zepto or Blinkit work? Founder of Zomato and the famous Shark from Shark Tank Deepinder Goyal recently declared that their quick-commerce brand Blinkit will be bigger than Zomato in one year. And Zepto also recently suggested that they could become as big as Dmart within the next 2 to 3 years.

While #quickcommerce started out as a fad during COVID, it has certainly outlived the pandemic - Quick Commerce is now a multi-billion dollar market in India and companies like #zepto and #blinkit are leading the race.

But what still concerns experts are the massive losses that these #startups are seeing every year, which run into thousands of crores of rupees. However, Zepto and Blinkit both recently declared that they will be EBITDA profitable quite soon.

So how are these companies managing to turn Quick Commerce into a profitable business model? In this video, I explain the business model that Q-commerce works on, how it directly competes with brands like Flipkart and Amazon, and how their Dark Store model is going to be profitable.


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In this fireside chat, we sit down with Chandan Mendiratta, Chief Culture and Brand Officer at Zepto, to explore the bold new frontier of marketing in India’s fast-evolving quick commerce and food delivery sectors.

With a career that spans Zomato, Classplus, and now Zepto, Chandan shares real-world insights on navigating unconventional career paths, building disruptive brands, and thriving in high-growth startups.


From Zepto’s iconic purple to Zomato’s aggressive red, we decode how colour psychology, in-house creativity, and earned media are redefining modern brand strategy!
Whether you're an aspiring marketer, founder, or startup enthusiast, this episode offers practical advice on storytelling, personal branding on LinkedIn, startup ownership, UI/UX, and the unique cultural dynamics driving India’s quick commerce boom.

Chapters:

00:00 – Intro
01:30 – Chandan’s Unconventional Career Journey
06:10 – Rise of Right-Brain Marketers
10:45 – The Power of Color in Branding
14:20 – Behind Zepto’s Viral Campaigns
18:30 – Navigating Startup Chaos & Ownership
22:50 – Marketing Failures & What They Teach
26:10 – India’s Quick Commerce Landscape
30:40 – Networking & Personal Branding Tips
34:00 – The Founders’ Mindset & Scaling Teams
38:15 – UI/UX as a Brand Tool
41:00 – Zepto’s ‘Halo’ Product Strategy
45:00 – Final Takeaways for Aspiring Marketers

How Zepto Does Marketing Differently ft. Chandan Mendiratta | Ep 94
#zepto #zomato #ai #deliveryboy #hritikroshan #akshaykumar #marketing #campustour

Raghav Chadha lives a full day as a Blinkit delivery boy to uncover the hidden reality behind India’s fast-growing 10-minute delivery model and the immense pressure faced by gig workers.

Raghav Chadha steps away from Parliament and into the life of a delivery partner to experience, firsthand, the physical exhaustion, mental stress, safety risks, and economic insecurity that define gig work in India today. Wearing the delivery jacket, following algorithm-driven instructions, racing against unrealistic timelines, and navigating traffic chaos, Raghav Chadha documents what convenience truly costs the people who power India’s quick-commerce economy.

This ground-level experience exposes how the “10-minute delivery” promise translates into constant anxiety, fear of penalties, unpredictable income, and dangerous road behaviour. Delivery partners are often forced to overspeed, skip breaks, and work long hours with no social security, no accident cover, and no job stability. While platforms scale rapidly and achieve billion-dollar valuations, the workers behind the apps remain invisible and vulnerable.

Raghav Chadha connects this lived experience with his long-standing advocacy in Parliament for gig worker rights, road safety, and humane digital economy reforms. He explains why branding speed as a selling point puts lives at risk—not only of delivery partners but also of pedestrians and commuters sharing the roads. The video highlights the urgent need for enforceable labour protections, fair wages, predictable working conditions, and platform accountability.

This is not a studio discussion or a policy debate. This is reality—captured from the saddle of a delivery bike. A reality that demands attention, reform, and action.


राघव चड्ढा ने Blinkit डिलीवरी बॉय बनकर एक पूरा दिन बिताया और 10-मिनट डिलीवरी की असली हकीकत को करीब से देखा। इस अनुभव में उन्होंने लंबे काम के घंटे, मानसिक दबाव, ट्रैफिक जोखिम, कम आमदनी और सामाजिक सुरक्षा की कमी को महसूस किया। यह वीडियो दिखाता है कि कैसे तेज़ डिलीवरी का वादा गिग वर्कर्स को असुरक्षित परिस्थितियों में काम करने के लिए मजबूर करता है। राघव चड्ढा का कहना है कि डिजिटल अर्थव्यवस्था तभी टिकाऊ हो सकती है जब उसमें काम करने वालों की सुरक्षा, सम्मान और अधिकार सुनिश्चित हों।

00:00 Becoming a Blinkit Delivery Rider – Raghav Chadha Goes On Ground
01:13 Meet Shivam: Expectations vs Reality of Gig Work
02:25 First Delivery: Distance, Time Pressure & App Algorithms
03:23 Real Earnings Per Order: Petrol Cost & Unpaid Return Trips
04:14 Extreme Workload: 54 Orders in a Day, No Food or Rest
06:00 The Danger of the “10-Minute Delivery” Promise
09:43 Dreams on Hold: From Army Aspirations to Gig Work
11:15 Accidents, Injuries & Zero Insurance Support
13:53 Theft, Penalties & No Human Support System
19:22 Incentives, Threats & Algorithm-Driven Control
24:06 Monthly Earnings Reality Check After All Expenses
31:00 Rider Strikes, Threats & Suppression of Voices
36:40 Final Message: Dignity, Safety & Gig Worker Reforms


Follow Raghav Chadha
📸 Instagram: @raghavchadha88
X (Twitter): @raghavchadha

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