The Great Reset of 10-Minute Delivery Apps in India

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The Great Reset of 10-Minute Delivery Apps in India

In 2024, India’s quick commerce sector hit a fascinating inflection point. Companies that had built their fortunes on delivering groceries, medicines, and essentials in record time are now pivoting, disrupting their own models in a bid to stay ahead of the curve. What began as a logistical marvel—a promise to deliver goods in 10 minutes—has evolved into a battle for customer mindshare, forcing players like Zomato, Blinkit, Zepto, and Swiggy to rethink their strategies.

Decades from now, 2024 might be remembered as the year when quick commerce found a new lease on life. Amidst tightening venture capital funding and increasing scrutiny on profitability, these companies not only survived but thrived, reporting extraordinary growth rates and attracting billions of dollars in investments. Yet, the very success of this model has created a conundrum: when speed is no longer a differentiator, what is?

A few weeks ago, Blinkit, Zomato's quick commerce arm, launched Bistro, a platform promising 10-minute delivery of food and beverages. This came just a day after Zepto introduced Zepto Cafe, a similar 10-minute food delivery service spun off into a separate app. Swiggy, too, has Snacc, its 10-minute delivery option outside its primary app. And as if the market wasn’t already crowded, a new player, Swish, has entered the fray, securing significant funding.

This flurry of activity reflects a shift in consumer expectations. As Zomato’s CEO, Dipinder Goyal, aptly put it: “Blinkit is fast, but that has made Zomato seem slow... 40-minute deliveries are very, very slow.” Goyal envisions a future where 10-minute food delivery services cater to hyper-local needs, delivering quick snacks like samosas, patties, and chai—canteen-style offerings for those who currently don’t frequent canteens.

The implications are profound. Not only is quick commerce challenging traditional delivery times, but it’s also creating new markets, potentially becoming the next growth engine for restaurants and food service providers.

The Battle for Brand Association

At its core, this shift in quick commerce is about brand positioning. For over a decade, Indian consumers were trained to associate certain brands with specific needs. Flipkart and Amazon became synonymous with electronics and books, Myntra with fashion, and Zomato or Swiggy with food delivery. This deep brand association—built through years of consistent storytelling and marketing—made these companies practically immune to disruption.

Quick commerce changed all that. By reducing delivery times to mere minutes, companies like Blinkit and Zepto disrupted these associations. Suddenly, instead of waiting a day or two for Flipkart or Amazon, customers turned to Blinkit for urgent purchases like mobile chargers or Uno cards.

This redefinition of consumer behavior has created what can be called India’s great positioning reset of 2024. Consumers now make choices based not just on brand but on speed and specificity.

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The Rise of Niche Apps

Quick commerce’s next frontier lies in the unbundling of customer needs. Traditional kirana stores serve as an analogy: a customer might visit the same store for weekly groceries, a quick cup of chai, and an emergency pack of toothpaste. But in the world of 10-minute deliveries, these behaviors are being separated into distinct apps.

Zepto and Blinkit’s decision to launch separate apps for food delivery—Zepto Cafe and Bistro—is a bold move rooted in consumer behavior insights. While these services were initially designed to complement grocery orders, companies have likely realized that customers treat food delivery and grocery shopping as separate activities.

By creating niche apps for specific needs, these companies are betting on the power of specialization. Rather than trying to force diverse behaviors into a single app, they aim to dominate individual categories.

Challenges and Opportunities

Quick commerce faces challenges beyond just market positioning. The very idea of 10-minute delivery has been controversial. When Blinkit, then Grofers, first announced its 10-minute delivery model in 2021, public outrage focused on concerns for delivery partner safety and the pressure such services might impose. Despite this, the model proved successful, with competitors quickly following suit.

Today, the sector’s biggest challenge is no longer speed but inventory control and profitability. Companies are fighting to secure exclusive inventory and optimize their supply chains to ensure they can meet demand efficiently.

Additionally, while the convenience of 10-minute delivery is undeniable, companies must address sustainability concerns. Balancing rapid delivery with ethical practices, such as fair treatment of delivery partners and minimizing environmental impact, will be critical for long-term success.

The Future of Quick Commerce

As the industry matures, the race for differentiation will intensify. Companies may experiment with hyper-local fulfillment centers, robotic deliveries, or even faster service models. However, the ultimate success of quick commerce will hinge on its ability to adapt to evolving consumer needs and economic realities.

For now, one thing is clear: quick commerce has redefined consumer expectations in India. Whether it’s through all-in-one apps like Swiggy or specialized platforms like Zepto Cafe, the next phase of this evolution will determine not just who dominates the market but how Indian consumers interact with brands in the digital age.

Quick commerce has proven that speed sells, but the next big question is whether these companies can create lasting value beyond the novelty of rapid delivery. As the industry evolves, the real winners will be those who can balance innovation, sustainability, and customer loyalty in equal measure.

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Disclaimer: The views, thoughts, and opinions expressed in the text belong solely to the author, and not necessarily to the author's employer, organization, committee or other group or individual.