Wit will always be our connective tissue with users: Zepto's Mendiratta

We take selfish pride in being among the very few large players doing 100% creative in-house Chandan Mendiratta Chief brand officer, Zepto

- Gaurav Laghate

Over the past year, Zepto has not only dominated the quick-commerce category it helped define, but also evolved into a brand with cultural relevance. From unboxing videos to "emotional search" pages and musical campaigns, the company is focusing on consistency, frequency, and emotional resonance, turning a utility into a habit. In this interview, Chandan Mendiratta, chief brand officer and chief culture officer, Zepto, speaks to Mint about the power of in-house content, the platform's monetization engine Atom, and why being cheeky isn't a phase but a long-term brand archetype. Edited excerpts:

You've already won the 10-minute delivery narrative. Are you building a utility or an emotional brand?