MAM
Zepto-Simpl’s billBoard banter flirts with #SabseTezKaun
Mumbai: Zepto, a quick commerce service, and Simpl, checkout network, have engaged in a friendly billboard banter with their #SabseTezCampaign to highlight their unique combination of instant checkout and fastest deliveries offered to millions of customers. The billboards, put up at Karol Bagh and Gurgaon- sector 66 in Delhi-NCR, tap into popular meme culture with references to popular Bollywood dialogues and one liners from stand-up comedy such as “Aao kabhi haveli pe” and “Mai kya job chhod doon”.
The billboards are strategically located in high-traffic zones of the city, thereby showcasing humorous banter between the two brands. The campaign aims to highlight the benefits of an online kirana store and a unique khata-like experience online for commuters through Zepto which offers 10-min deliveries via Simpl’s one-tap or instant checkout. The campaign, which was amplified across social media platforms has already garnered over 500,000 impressions online (Instagram, Facebook, LinkedIn) in less than 24 hours.
Commenting on the unique marketing campaign, Zepto chief brand officer Chandan Mendiratta said, “Fast checkouts with Simpl and Fast Delivery with Zepto is truly a match made in heaven. It’s a great example of two brands that uphold convenience and speed as their values coming together. It was great to see our tone of voice also matching over and above our values. However, we still can’t agree on #SabseTezKaun!”.
Simpl VP marketing Abhishek Rane said, “As new-age brands, we bring a judicious mix of traditional kirana and khata-like experience online and are highlighting its relevance for today’s customers through our #SabseTezKaun campaign. The speed and convenience that customers get with Zepto and Simpl’s partnership is unparalleled and we are excited to celebrate this with quick-witted billboard ads. By engaging in this playful banter in the physical world and amplifying it in the online world, we are tapping all relevant channels to keep our customers engaged”.
Zepto partnered with Simpl in January 2022 and has witnessed over 13 million checkouts via Simpl’s instant checkout so far. It recently integrated Zepto Pass with Instant Checkout to enhance user convenience and has been offering great rewards and cashbacks to millions of customers across the country.
With Zepto Pass availed via Simpl, pass users will get up to five per cent cashback on every transaction, unlimited free deliveries, 10 per cent off on fruits and vegetables, 10 per cent off on Zepto Cafe and up to 20 per cent on all other orders. The Khata-like feature allows users to clear all their bills for grocery purchases at once every fortnight.
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
