Ever started cooking only to realise you’re out of onions? Or craved a midnight snack but didn’t want to step out? That’s when Blinkit and Zepto come to the rescue. These platforms have completely changed how we shop for groceries, making instant delivery the new norm.
What started as a bold 10-minute delivery promise is now a marketing masterclass in consumer psychology, urgency, and brand positioning. So, what can Indian marketers learn from their success? Let’s break it down.
The rise of quick commerce in India
Remember when online grocery shopping meant planning your list and waiting a day or two for delivery? Blinkit changed that in 2021 when it rebranded from Grofers and made a bold promise—groceries at your doorstep in just 10 minutes. Zepto quickly followed suit, and just like that, traditional grocery shopping started feeling outdated.
So, what exactly is quick commerce (Q-commerce)? Think of it as e-commerce on fast-forward. Unlike regular online shopping, where you stock up in bulk, Q-commerce thrives on small, frequent orders that arrive within minutes. It’s built for convenience, and clearly, the demand is huge—India’s quick commerce market is set to reach $5.38 billion by 2025.
With this shift, consumer behaviour has also evolved, particularly among young shoppers, who value speed and convenience over bulk shopping.
Consumer behaviour trends
The biggest chunk of Blinkit’s users falls in the 25-34 age group, closely followed by 18-24-year-olds—and Zepto sees a similar trend. In fact, 36.35% of Zepto’s users are between 25-34, while 28.73% are aged 18-24.
What does this tell us? Young, urban consumers are driving the demand for instant deliveries, valuing convenience over everything else. For brands, this is a goldmine—there’s a clear opportunity to create hyper-targeted marketing, exclusive product offerings, and loyalty programs that cater to this digital-first generation.
Why is quick commerce booming?
- We want everything NOW – Busy lives and urban lifestyles mean we don’t want to wait for essentials.
- Warehouses closer to you – Dark stores (micro-fulfilment centres) make super-fast deliveries possible.
- Tech makes it smoother – AI predicts what you’ll order and stocks up accordingly, ensuring less wait time.
- Smart logistics – AI tracks demand and optimise delivery routes, shaving off minutes.
With these advancements making quick commerce feasible, consumer shopping habits have naturally transformed.
How has quick commerce changed shopping habits?
- No more weekly grocery lists – People order as and when they need, knowing it’ll arrive in minutes.
- Impulse shopping went through the roof – A craving for ice cream at midnight? No problem.
- Kirana stores under pressure – Traditional shops, once the kings of convenience, now have serious competition.
Strategies of Blinkit and Zepto to keep you hooked
Speed alone isn’t what makes Blinkit and Zepto stand out. It’s how they’ve woven themselves into daily life with smart marketing. Whether it’s through relatable ads, big sponsorships, or subtle nudges, they’ve mastered the art of staying top-of-mind for consumers.
1. They get into your head with clever ads
Zepto’s ‘Grocery Emergency’ ads hit home—they tap into real-life moments where quick delivery feels like a lifesaver.
Blinkit, on the other hand, plays it differently. Their push notifications and memes are witty, fun, and ridiculously on point. “Ordered Maggi? We’ll reach before your water boils.”—it’s clever, it’s relatable, and most importantly, it makes you remember them the next time you need something instantly.
2. Moving beyond the 10-minute promise
Remember when 10-minute delivery was the big selling point? Not anymore. Both Blinkit and Zepto have quietly dropped the 10-minute guarantee from their branding. Why?
- It’s expensive to sustain – Ultra-fast delivery requires high operational costs.
- Rider safety concerns – The pressure to meet extreme deadlines wasn’t great for delivery partners.
- Customers prefer reliability over speed – Turns out, people just want their orders fast—but not at the cost of inconsistency.
Now, the messaging is more subtle, like:
- Fastest groceries to your doorstep.
- Delivery in minutes.
- Faster than you can imagine.
This way, they keep the focus on speed without over-promising.
3. They go big on marketing—literally
Zepto didn’t just stop at digital ads—they went all in by sponsoring IPL 2022. That’s millions of eyeballs on their brand, reinforcing their name every time fans tuned in.
Blinkit, though, thrives on internet culture. Instead of big sponsorships, they stay relevant through trending memes and social media buzz, making sure they’re always part of the conversation.
4. They make sure you never forget them
Ever noticed how you suddenly crave snacks right when a Blinkit notification pops up? That’s no coincidence. Their push notifications are strategically timed—hitting you at meal times when you’re most likely to order.
And let’s not forget the power of FOMO. “Only a few left!” or “Limited-time offer!” creates a sense of urgency, making sure you don’t delay that order.
The result? You don’t just use these apps—you depend on them.
Their journey offers key lessons for Indian marketers looking to build strong, adaptable brands. Here’s what stands out.
Lessons for Indian marketers
The success of Blinkit and Zepto included speed with strategic differentiation, consumer psychology, and brand adaptability. Here’s how marketers can apply these strategies:
1. Find your unique edge—or risk being forgettable
Blinkit and Zepto initially grabbed attention with their 10-minute USP. But when that became unsustainable, they smoothly transitioned to “delivery in minutes” without losing momentum.
Pro tip: Define what makes your brand different. Is it speed, convenience, exclusivity, or innovation? Whatever it is, make it clear—and be ready to evolve when the market shifts.
2. Create urgency that drives action
Blinkit and Zepto use urgency-driven marketing at the right moments—not randomly.
Pro tip: Use real urgency instead of gimmicks. Push notifications at meal times, countdown deals before weekends, or flash discounts tied to specific behaviours (e.g., first-time user offers) can drive actual conversions.
3. Be bold, but don’t overpromise
A great marketing campaign means nothing if you can’t deliver. The 10-minute delivery promise helped Blinkit and Zepto gain traction, but they dropped it before it led to backlash.
Pro tip: Make bold claims only if you can back them up. Overpromising can hurt credibility, while realistic but compelling messaging builds trust.
4. Stay visible—everywhere your audience is
Zepto chose IPL sponsorships for mass visibility. Blinkit doubled down on meme marketing and social media. Both strategies work because they align with their audience’s habits.
Pro tip: Pick marketing channels that make sense for your audience. If your product is for Gen Z, meme marketing might be more effective than TV ads. If you’re targeting families, TV or influencer marketing could be better.
5. Adapt before you’re forced to
Dropping the 10-minute guarantee wasn’t a failure—it was a proactive move to balance customer trust, operational efficiency, and rider safety.
Pro tip: Be data-driven and listen to your audience. If a strategy isn’t sustainable, tweak it before it becomes a liability.
By combining differentiation, urgency, bold but honest marketing, and adaptability, you can build sustainable consumer trust—not just quick wins.
Conclusion
Blinkit and Zepto didn’t just change how we shop—they redefined marketing strategies in India. Their success shows that speed, sharp branding, and adaptability can drive entirely new consumer behaviours.
So, what’s next? Hyper-personalisation, AI-driven recommendations, and even smoother shopping experiences could shape the future. The brands that anticipate and act on these trends will lead India’s next e-commerce revolution.
If you’re looking to build a strong brand presence in this fast-moving space, TalkNLock helps businesses stay ahead with:
- Branding & creative design – Unique identities that leave a lasting impression.
- Digital marketing – SEO, Google Ads, and social media strategies that drive real results.
- Social media management – Engaging content and audience interaction.
- Content creation & art direction – High-quality visuals that captivate.
- Website development – SEO-optimised sites designed to convert.
- 2D & 3D animation – Bringing ideas to life with immersive storytelling.
The brands that adapt and innovate will define India’s next e-commerce revolution. Will yours be one of them?
