Zepto launches paid analytics service Atom for consumer brands

Zepto launches paid analytics service 'Atom' for consumer brands

Quick commerce platform Zepto has announced the launch of Zepto Atom, a paid subscription-based analytics service for consumer brands, marking its entry into India’s Rs 1,000-crore consumer insights market.

The service will go live on May 16 and will be available to the thousands of brands listed on Zepto’s platform, the company said a day ahead of the launch.

“Zepto generates millions of data points daily. Atom is designed to turn that into real-time, hyperlocal, and actionable intelligence for brands,” said Zepto cofounder and CEO Aadit Palicha.

The product is aimed at disrupting an industry traditionally dominated by multinational firms like Nielsen and Kantar, he said.

Zepto Atom is designed to provide brands with real-time, granular insights into product performance, customer behaviour, and market dynamics. Unlike Zepto’s Brand Portal, which offers free access to basic performance metrics, Zepto Atom offers advanced capabilities such as hyperlocal market share tracking, live sales and conversion data, and customer retention analytics.

According to the company, brands will be able to monitor their performance at a PIN-code level, helping them identify underperforming micro-markets and adjust pricing, distribution or marketing strategies accordingly.

The platform also includes a proprietary natural language assistant called Zepto GPT, built using Zepto’s internal datasets. It allows brands to ask complex queries such as strategies to grow market share in a specific category or region and receive data-backed recommendations and reports.

Zepto Atom enables minute-by-minute visibility into customer impressions, conversions, and sales trends, allowing brands to tweak campaigns and product placements throughout the day based on consumption patterns, it said.

The company plans to invest significant engineering bandwidth into expanding the tool’s capabilities over the next year, with features such as AI-generated customer personas and automated survey tools in the pipeline, Palicha said.

The launch comes at a time when quick commerce platforms are increasingly looking to monetise their data and brand relationships, with insights and advertising emerging as key revenue streams.

Earlier this year, Zomato introduced Nugget, an AI-powered customer support platform and the first product from its in-house Zomato Labs. Nugget, a no-code SaaS tool, is handling more than 15 million support interactions a month across Zomato, Blinkit, and Hyperpure, and can autonomously resolve up to 80 percent of queries. Zomato is expected to roll out more such SaaS offerings in the future.