Anusha Mallanna, Head – Talent Acquisition, ZEPTO, speaks to India Employer Forum about talent acquisition in the quick commerce industry, infant attrition and more.
Q.How should FMCG and FMCD brands adapt to ensure product availability and optimise supply chains in a quick commerce landscape?
Q-commerce is rewriting the rules of traditional retail, particularly for FMCG and FMCD brands. The shift from monthly or even weekly planning to real-time inventory management is no longer a future aspiration—it’s the current need. Today, brands must focus on hyper-localised demand forecasting, where data insights from cities, even neighbourhoods, dictate supply strategies.
To succeed in Q-commerce, brands must shift from monthly to real-time inventory planning. This means tighter collaboration with quick-commerce platforms, smaller pack sizes, faster replenishment cycles, and leveraging localised fulfilment to stay close to the point of consumption.
Q.How can businesses optimise talent acquisition in this fast-growing industry?
Talent acquisition in the Q-commerce space demands speed, precision, and adaptability. We’re in an industry that’s scaling at breakneck speed, so traditional hiring models often fall short. At Zepto, our approach to talent acquisition is rooted in agility, but not at the cost of quality. We focus on building internal talent pipelines, reducing time-to-hire with data-driven assessments, and creating a strong employer brand that resonates with high performers who thrive in fast-paced environments.
This includes AI-powered screening, psychometric testing for frontline roles, and structured interviews for leadership positions. Lastly, a strong employer brand is critical. Candidates, especially Gen Z, want to know what a company stands for.
Q.How are companies adapting to the growing demand for gig and temporary workers?
The gig economy is now a foundational pillar of the Q-commerce delivery model. But it’s not just about headcount—it’s about creating an inclusive, resilient workforce ecosystem. At Zepto, we’ve focused on building structures where gig workers are not treated as transactional resources but as valued contributors.
From flexible scheduling and digital onboarding to access to insurance, skilling, and rest facilities, along with benefits like accident insurance, access to skilling platforms, and rest facilities at hubs will help enhance the gig worker experience. We’ve also invested in initiatives like community-building programs and wellness check-ins to create a sense of belonging. The aim is to not only attract but also retain this mobile workforce by offering more than just a pay cheque.
Q. Is infant attrition a concern at Zepto, and how is it addressed?
Yes, infant attrition is a concern across the industry, especially in high-growth sectors like ours. But at Zepto, we believe the solution lies in proactive engagement well before the joining date.
Retention starts before Day 1. We’ve invested in structured pre-joining engagement, immersive onboarding, and strong manager enablement programs, ensuring new hires feel connected, confident, and challenged early on. Whether you’re a warehouse associate or a senior engineer, your induction sets you up for success. Further, we run 30-60-90 day check-ins that help us gather feedback, flag issues early, and create personalised interventions.
Q.How is consumer behaviour evolving in Tier 2/3 cities, and what strategies are effective there?
Consumers in Tier 2/3 cities are adopting Q-commerce rapidly, but value and trust are non-negotiable. Tailored pricing, regional product mixes, and consistent delivery experiences are crucial to winning these markets.
Our strategy focuses on optimal product curation, where regional preferences dictate SKU selection. For instance, the most popular brands and pack sizes in a Delhi suburb might be very different from those in Bhopal or Indore. We constantly localise our offerings to stay relevant.
We run hyper-localised promotions, combo packs, and loyalty rewards that appeal to price-sensitive consumers. Additionally, building trust through consistent delivery timelines, clean packaging, and clear communication is non-negotiable. These markets respond strongly to human-centric engagement, so we often invest in local brand ambassadors, vernacular marketing, and even customer support in local languages.
Q. How will future tech innovations transform delivery and consumption?
Technology is the backbone of Q-commerce, and its evolution will redefine the boundaries of what’s possible. We are on the cusp of a new era where delivery becomes not just fast, but intelligent.
Expect hyper-personalised recommendations, AI-driven route optimisation, dark stores powered by robotics, and even drone deliveries—making instant gratification faster, greener, and smarter.
On the logistics side, AI-powered route optimisation will reduce delivery times and carbon footprint. Robotic automation in dark stores will improve picking accuracy and reduce turnaround times, while drones and autonomous vehicles could become viable in select zones, enhancing last-mile delivery.
About Anusha Mallana
Anusha Mallanna is the Head of Talent Acquisition at Zepto, India’s leading quick-commerce platform. With over 15 years of experience in HR and recruitment across e-commerce, FMCG, and tech-driven sectors, she brings deep insights into scaling talent for hyper-growth businesses. At Zepto, Anusha leads talent strategies focused on speed, quality, and innovation, helping the company expand rapidly while building a future-ready workforce. She is passionate about building inclusive hiring models, grooming leadership talent, and shaping the employer brand in a competitive digital marketplace.
Disclaimer: The opinions and views expressed in this article, including any accompanying data, are the sole responsibility of the author and should not be construed as reflecting the official policy or position of India Employer Forum.
