Zepto's 10-minute land offer; where does the quick commerce race stop?

Quick commerce platforms are pushing their boundaries way harder. Imagine what can be delivered in minutes?

After establishing a foothold in the grocery market, platforms are adding new categories, from medicines to electronics. Now, in a move that has captured attention, quick commerce firm Zepto has partnered with real estate developer The House of Abhinandan Lodha to offer what their advertisement call “land in 10 minutes”.

Marketing stunt with a purpose

The collaboration, announced through a marketing campaign, promotes land plots in Delhi-NCR and other parts of India. The advertisements show a Zepto delivery partner carrying a symbolic representation of land plots, playing on the company’s famous 10-minute delivery promise. The campaign allows users to type “land” in the Zepto app, which redirects them to a page where they can explore property options and connect with a real estate agent.

Here, it needs to be noted that Zepto is not physically delivering land papers in 10 minutes, but rather facilitating the initial inquiry and connection with the developer. This partnership is a prime example of quick commerce companies testing new avenues to increase customer engagement and expand their market share.

Buying land in India involves a complex legal process that can take weeks or even months. The 10-minute promise is a symbolic representation of a quick, streamlined entry point, not the entire transaction.

Who handles customer service?

The customer service for the land purchase will be handled by The House of Abhinandan Lodha. Zepto’s responsibility ends after it directs the user to the developer’s platform. The real estate company will then take over the entire process, including showing the property, handling legal documentation, and managing the sale. This clear division of roles means that all questions and concerns regarding the land and its purchase will be directed to the real estate partner, not Zepto.

Borderless quick commerce trend

The quick commerce sector in India has seen significant growth, driven by a post-pandemic shift in consumer behaviour. Companies like Blinkit, Swiggy Instamart, and Zepto have built their business on the promise of speed. Blinkit, for instance, has even offered a 10-minute ambulance booking service in Gurugram, and its product range now includes everything from beauty products to home décor. Nykaa, a beauty and fashion brand, has also entered the quick commerce space with “Nykaa Now”, offering delivery within 30 minutes to two hours in seem cities.

The expansion into new categories is a strategy to increase average order values and reduce losses. The quick commerce model, which relies on a network of dark stores and delivery personnel, has high operating costs. By adding higher-value items and services, companies aim to improve their financial health and move toward profitability.

While the "land in 10 minutes" campaign is a marketing stunt, it shows how quickly the industry is evolving. The quick commerce race is no longer just about delivering groceries fast. It is about capturing a larger part of the consumer's wallet by making almost any product or service available with a few taps on an app.