How Naseef, Rahul, and Rishabh cracked the code on Blinkit, Zepto, and Swiggy - and why one founder calls quick commerce "the most expensive real estate in India"

Quick commerce in India isn't just about 10-minute deliveries anymore. It's become a ₹50,000+ crore market where brands either win big or burn cash fast.

We sat down with three founders who've been in the trenches: Naseef from FemiSafe, Rahul from Haeal, and Rishabh of Qudrat. Between them, they've spent over ₹60 lakhs navigating quick commerce platforms - and their insights will save you from expensive mistakes.

The Two Models That Make or Break Quick Commerce Brands

Before you even think about quick commerce, understand this: there are only two ways to play the game.

Model 1: The Purchase Model (Easier Entry, Less Control)

How it works: Platforms like Zepto and Swiggy buy your products outright. They own the inventory, handle storage, and manage customer delivery.

Why founders love it: "It's clean sales," says Rahul. "No storage headaches, no fulfilment nightmares. You sell to them, they sell to customers."

Best for: New brands, products with high margins, founders who want to focus on production over logistics.

Model 2: The Marketplace Model (More Profit, More Problems)

How it works: You list products on platforms like Blinkit but keep ownership. Your inventory sits in their dark stores, and you pay rent for the space.

The reality check: You need GST registrations for every state you sell in. Each dark store becomes your "place of business" legally.

Best for: Established brands with strong supply chains and deep pockets for inventory management.

Getting In: The Real Stories Behind Platform Entry

Swiggy: The Relationship Game

Entry barrier: ₹50 lakh minimum revenue requirement

Success factor: Personal connections and warm introductions

Rahul's experience: "Very difficult to get on. Even when I was literally in their head office, I couldn't get a direct contact for onboarding."

Pro tip: Focus on building relationships with Swiggy category managers through industry events and mutual connections.

Zepto: Show Me the Money

Entry requirement: ₹5-6 lakh monthly commitment for 2-3 SKUs

Premium visibility: ₹10 lakh commitment for 3 months

The founder's verdict: "Beautiful frontend, broken backend," warns Rahul. "Settlement issues and return management are nightmares."

Best approach: Start small with their basic listing, prove your sales velocity, then negotiate better terms.

Blinkit: Persistence Pays Off

Timeline: Rishabh applied in August 2023, got approved in February 2024

Success strategy: Multiple applications + social media presence + supply chain details

Why founders prefer it: Complete cost transparency—unlike Amazon's hidden fee structure.

Game-changer: Getting personal contacts at Zomato (Blinkit's parent) accelerated the approval process.

The Hidden Costs That Kill Profits

Here's where most brands fail: they don't understand the true cost structure.

Blinkit's "Most Expensive Real Estate" Problem

• ₹1 per SKU per day for first 30 days

• ₹1.5 per SKU per day after 30 days if unsold

• Reality check: 2,000 units = ₹60,000 monthly rent (more than a Mumbai apartment!)

Rishabh's expensive lesson: "I got excited and stocked 7,000 units. The daily rent was killing me - thousands of rupees every day."

The ₹300 Rule

Products under ₹300 rarely make money on quick commerce due to rent costs. Plan accordingly.

Marketing Costs That Shock

• Quick commerce CPM is 10x higher than Meta ads

• Beauty/personal care brands need significant ad spend for discovery

• Niche categories (like Rishabh's) can succeed without ads

The Surprising Success Stories

Case Study: 55% Margins Are Possible

Rishabh's May 2024 numbers:

• 15% margin on GMV

• 55% margin on cost of goods sold

• 0.28% return rate (industry average is 8-12%)

• Zero ad spend due to niche category

Key insight: Quick commerce can be highly profitable if your product characteristics align with the model.

Geographic Expansion Strategy

NCR dominates: 45% of Blinkit's total sales come from National Capital Region Growth hack: Use quick commerce success in Tier 1 cities to expand into Tier 2/3 markets

Smart Strategies That Actually Work

1. The BOGO Pricing Strategy

Rahul's approach: "Buy one get one" deals with competitive pricing—similar quality at half the price of competitors.

2. Treat Logistics as Marketing

Don't obsess over quick commerce profitability in isolation. View logistics costs as customer acquisition spend.

3. The Channel Opening Effect

Quick commerce presence opens doors to:

• D-Mart partnerships

• Amazon Fresh listings

• Modern trade relationships

What's Coming Next: The 2025 Quick Commerce Landscape

Slower Growth, Better Unit Economics

The "insane growth" of 2022-2023 is ending as platforms focus on profitability over expansion.

Consolidation Wave

Expect platform mergers and brand casualties. "Only the good ones will survive," predicts one founder.

Delivery Time Reality Check

Current 10-15 minute deliveries may extend to 45 minutes or 2-3 hours due to:

• Delivery personnel shortage

• Cost optimization needs

• City density challenges

Your Quick Commerce Action Plan

If you're just starting:

1. Focus on purchase model platforms first

2. Ensure products are priced above ₹300

3. Build relationships before you need them

If you're scaling:

1. Master inventory management to avoid rent traps

2. Expand geographically before adding SKUs

3. Use quick commerce as a gateway to other channels

If you're struggling:

1. Audit your true cost per acquisition

2. Consider niche categories with lower competition

3. Don't compete on price alone—focus on value

The Bottom Line

Quick commerce in India is no longer optional—it's becoming the new normal for consumer behavior. But success requires understanding the models, managing costs ruthlessly, and playing the long game.

As Rishabh discovered, the difference between profit and loss often comes down to understanding the fine print. Master the rent structure, pick your battles wisely, and remember: in quick commerce, speed isn't everything—smart strategy is.

Ready to dive into quick commerce? Start with one platform, master the model, then scale strategically. The ₹50,000 crore market is waiting—but only for brands that do their homework first.

Keywords: quick commerce India, Blinkit seller, Zepto marketplace, Swiggy quick commerce, e-commerce platform strategy, quick delivery business model, dark store inventory management