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Zepto, a rising star in India's quick-commerce scene, faces a critical crossroads. Their initial success with 10-minute grocery deliveries has attracted a loyal customer base but threatens financial sustainability. Established giants like Swiggy and Grofers loom large, offering the allure of partnerships and potential exits for investors.This case delves into Zepto's dilemma. Maintaining their breakneck speed while ensuring profitability proves challenging. Doubling down on their core proposition requires heavy investment in automation, logistics, and partnerships.The alternative - consolidation through partnerships - offers a quicker path to profitability but risks sacrificing their unique identity and potentially hindering long-term growth. Further complicating the situation are sustainability concerns. Balancing rapid deliveries with environmental responsibility and ethical labor practices necessitates innovative solutions. Zepto's audacious decision to prioritize speed and innovation throws the gauntlet down. Can they disrupt the market and establish themselves as the undisputed king of quick commerce, or will the pressures of competition and financial constraints force them to compromise their core vision? This case study invites students to analyze strategic challenges, explore design thinking solutions, and weigh the trade-offs inherent in Zepto's audacious gamble. By examining the complexities of this situation, students gain valuable insights into the strategic decision-making process faced by fast-growing startups in a competitive and evolving market.