Zepto rolls out paid membership Club as it gears up for IPO
AI Summary
Zepto has launched an invite-only membership program, Zepto Club, priced at ₹99 per month, offering cashback, free delivery, and exclusive discounts to enhance customer retention ahead of its IPO. This move comes as competition in the quick-commerce sector intensifies, with Zepto also planning to introduce a premium grocery section to attract high-frequency users and tap into the growing premium market. The company is preparing for a public issue worth ₹7,000 crore, focusing on long-term growth through diversified offerings.
Quick-commerce platform Zepto has launched Zepto Club, an invite-only paid membership programme offering cashback, priority delivery and exclusive discounts, as the company sharpens its customer retention strategy ahead of its proposed initial public offering (IPO).
Available by invitation at an introductory price of ₹99 a month, Club offers members 5 per cent cashback on every order in the form of Z-Coins, unlimited free delivery on orders above ₹99, priority packing and delivery, priority customer support, and early access to select offers and products.
The launch comes as competition in the quick-commerce space intensifies, with platforms increasingly looking beyond speed and assortment to differentiate their offerings and drive customer loyalty. It also pits Zepto directly against Swiggy One BLCK, the invite-only membership programme that offers benefits across food delivery and Instamart.
The membership programme is part of Zepto’s broader strategy to deepen engagement with its high-frequency users while expanding beyond its traditional value-led positioning. The company is also preparing to launch Select, a dedicated premium grocery section featuring imported food, gourmet groceries and other premium products, as it looks to tap into the fast-growing premium consumption segment.
Premium grocery has emerged as the latest battleground in quick commerce after Bengaluru-based FirstClub pioneered the category through a membership-led model, followed by Blinkit’s launch of Blinkit Gourmet.
The initiatives come as Zepto gears up for its IPO. The company recently filed its draft red herring prospectus (DRHP) with the Securities and Exchange Board of India for a public issue comprising a fresh issue of equity shares worth ₹7,000 crore and an offer for sale by existing shareholders. As it prepares to list, Zepto has been expanding its offerings beyond rapid delivery, with a sharper focus on customer retention, higher-value purchases and premium categories to strengthen its long-term growth story.
Original Article
Published on Hindu BusinessLine