The Race to Deliver in 10 Minutes

Food delivery apps in India are racing to bring a variety of dishes to customers' doorsteps in under 10 minutes, as competition among digital platforms intensifies. At least five companies, including Zomato Ltd. and Swiggy Ltd., have announced plans to offer quick food delivery in recent weeks.

The approach varies: Zomato's Blinkit's food delivery app Bistro and Zepto Cafe rely on in-house kitchens for swift cooking and assembly, while Swiggy partners with restaurants like Starbucks and McDonald's. This rapid delivery model has transformed the traditional doorstep delivery system in India, driven by technology and the demand for instant gratification among urban, smartphone-savvy consumers.

Impulsive Buyers and Market Growth

Quick commerce has changed consumers, making them more impulsive buyers, according to Karan Taurani, senior vice president at Elara Securities India Pvt. These platforms aim to satisfy these impulses and enhance user experience with rapid food deliveries.

Swiggy and Zomato's success has not only disrupted the Indian retail sector but also made them stock market favorites. As India's 10-minute delivery trend enters the food segment, brokerages see new growth opportunities, while some consumers express concerns about food quality.

Health Concerns and Future Challenges

The race for speedy meals comes amid health concerns and rising obesity in India. Despite reassurances from companies like Zomato and Zepto Cafe about food quality and hygiene, maintaining delivery times on India's busy roads remains a challenge. However, service providers like Swiggy remain optimistic about the potential of rapid deliveries.