Zepto Launches Paid Analytics Platform ‘Zepto Atom’ For Brands; CEO Palicha Says, ‘Our Serious Attempt.
Homegrown 10-minute delivery giant Zepto has announced the launch of “Zepto Atom”, an advanced data insights subscription for consumer brands in India.
Zepto Atom intends to use an in-house tech-powered analytics tool to disrupt the Rs 1,000+ crore consumer analytics industry in India, which is currently dominated by legacy multi-national companies.
“Zepto Atom is a serious attempt by our Category and Tech teams to build a disruptive new product in the Consumer Analytics industry in India,” CEO Aadit Palicha said.
“We believe we can harness the millions of data points Zepto generates every day to give brands customised and real-time insights on their products at a much more competitive price point than they are currently incurring.”
Palicha noted that Zepto intend to invest significant engineering bandwidth behind improving this product over the next 12 months, with new features in the pipeline like AI-generated customer personas or automated survey features targeted for certain customer cohorts.
The Zepto Atom subscription is a top-off to the already existing Zepto Brand Portal (which gives brands listed on the Zepto platform basic day-to-day data on their performance on Zepto and is available for free).
Key features of Zepto Atom
Among the features of Zepto Atom is its ability to deliver PIN-code-level market share and brand performance data, allowing consumer brands to track their presence across India’s fragmented neighborhood economies with extraordinary precision.
The platform enables marketers to identify hyperlocal demand gaps and growth pockets—for instance, highlighting how a brand may be underperforming in Hyderabad’s western suburbs, with actionable cues to improve pricing, marketing, or distribution in those zones.
Another functionality is real-time visibility into live sales metrics. Zepto Atom updates brand partners every minute with data on product sales, customer impressions, and conversion rates, offering them a continuously evolving view of campaign effectiveness and pricing strategies.
This granularity, the company claims, allows brands to recalibrate on the fly—adjusting promotions or stock keeping units (SKUs) in response to shifting consumption behavior over hours and days.
But perhaps the most ambitious component is Zepto GPT, an in-house natural language processing (NLP) assistant that acts as a conversational interface over the Zepto dataset. Brands can ask business-critical questions in plain English—like “How can I grow my market share in Bengaluru for the protein bar category?”—and receive data-backed insights, predictive recommendations, and even pre-formatted reports.
Zepto GPT parses vast troves of transaction and behavior data to help brands make informed decisions without waiting for custom analysis cycles.
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