Zepto’s meat brand Relish is already larger than Licious on quick commerce — Relish was launched in Oct’23 whereas Licious was launched in Oct ‘15.

Zepto last reported ~ ₹30 crore in monthly Sales from Relish (excluding eggs — which would add ~₹10 crore extra per month). As usual, distribution trumps product (to some extent).

Data: Licious does ~20% of its ~₹750 crore of Sales via QC & other 3P online channels.

As a regular Licious customer, I personally found this data quite contradictory so I decided to dig into the Zepto private label strategy:

1️⃣ Zepto has 2 private label brands:

🍗 Relish (meats & eggs) launched in Oct 2023

🍇 Daily Good (dried fruits, oil, dals, millets etc) launched in March 2024

2️⃣ As QC goes mainstream, we should expect ALL QC players to do more private label based on what we have seen across commerce in History:

DMart’s private label contribution = ~ 5.16% of GMV | last known stat FY 23

Amazon Basics = ~4% of GMV | last known stat from 2018

BB owns Fresho (meat brand); Swiggy had its own meat marketplace.

3️⃣Why do private label?

Margin capture: Licious GM = ~30% whereas marketing fees on QC are ~10% to ~30% depending on category.

Therefore, you could capture an extra ~5% GM from a private label.