Racing Against the Clock: The Real Story Behind 10-Minute Deliveries

India’s race to deliver groceries and snacks in just 10 minutes is getting more intense by the day. Companies are battling for the top spot, but the rush is starting to show its cracks—especially for the people who make those lightning-fast deliveries possible.

 

Here’s what’s really going on:

 

Who’s on Top: Blinkit is leading the pack with nearly half the market share and a strong presence in big cities. Zepto and Swiggy Instamart are close behind, each holding about a quarter of the market. BigBasket and Flipkart Minutes are also trying to catch up, with BigBasket planning to offer 10-minute delivery nationwide by 2026.

 

The Market Boom: Quick commerce has exploded, jumping from $300 million in 2022 to over $7 billion this year. Most of this growth is coming from smaller cities, not just the metros.

 

How They Do It: These companies use small local warehouses called “dark stores” and smart logistics software to get orders out the door fast. Some are adding new categories, from ready-to-eat meals to electronics.

 

The Pressure on Workers: The real story is the strain on delivery riders. More than a third say the job is physically tough, and over half report feeling more stressed than before. Many feel rushed and worry about safety, since missing a delivery window can mean penalties or lost earnings.

 

Profit vs. People: While customers love the speed, the business model is under pressure. Companies are trying to balance rapid growth with making a profit, but it’s clear that worker well-being is becoming a bigger concern.

 

What’s Next: As the delivery war heats up, expect more cities and new products, but also more debate about how sustainable—and fair—this model really is.

 

Source: MetricsCart, Economic Times, Fortune India, Business Standard, Reuters