The Concept of “Quick”

Urgency is a self-created need. As humans, we have continuously evolved to save time—whether in transportation, communication, or daily tasks. From walking to bullock carts, to cars, airplanes, and now hyperloop, the driving force behind these advancements is efficiency. The same applies to communication, which has evolved from letters that took weeks to instant messaging at the click of a button.

Time is finite. Everyone has the same 24 hours a day and a limited number of years to live. The demand for speed and convenience has always pushed industries to innovate. If a business can reduce turnaround time (TAT) and enhance convenience, it can capture market share in any field. The faster and more convenient a service, the higher the consumer engagement.

The Evolution of Quick Commerce

Big Basket (BB) disrupted grocery shopping by eliminating the need for weekly trips to the market. Consumers could now build their carts and get groceries delivered at their doorstep, offering convenience and saving time. Initially, BB operated with a 2-3 day delivery model, but as demand grew, it reduced TAT to same-day delivery.

Then came Zepto, which challenged the status quo, promising grocery and household deliveries in just 10 minutes. This hyperlocal, full stack quick-commerce model was tested in the U.S. but failed due to low population density and high labor costs. However, India’s high population density and low-wage gig economy already established by Zomato and Swiggy—made the model viable and profitable.

The true revenue stream for quick-commerce players lies in:

1. High commissions from new brands – Charging brands a premium for visibility.
2. Private labelling – Selling in-house brands for better margins.
3. Advertising revenue – Earning from brands looking to reach high-intent consumers.

Zepto, as a hyperlocal full-stack quick-commerce company, avoided Dunzo’s mistakes. While

Dunzo struggled with third-party grocery deliveries due to reluctance from local shop owners, Zepto built its own dark stores in every locality. This enabled it to fulfill the seemingly impossible promise of 10-minute deliveries.

Indian households, especially kitchens, require a variety of ingredients for three meals a day. Even a missing item can disrupt meal preparation, forcing someone to rush to a nearby store. Zepto essentially became the “Chotu” (errand boy) for every home, solving last-minute needs—be it for cooking, hosting a party, or late-night cravings. This shift has led to a clear divide in consumer behavior: Pre-Zepto vs. Post-Zepto Era.

The Next Frontier: 10-Minute Food Delivery

With hyperlocal quick commerce proving successful, the next big question is: Can we reduce 30minute food delivery to 10 minutes? While 30 minutes is already acceptable for many, reducing it further could revolutionize consumption patterns.

Zomato and Swiggy have already fueled India’s food consumption story, encouraging people to order more frequently. Many now order food beyond their needs—sometimes to explore new brands, satisfy cravings, or simply out of habit. India currently averages 8 food delivery orders per person per month, but this number is expected to rise significantly, possibly reaching one meal a day from outside by 2030.

A 10-minute food delivery model could be the catalyst. The existing 30-minute window has already reduced reliance on home-cooked meals, and a faster alternative might make kitchens nearly obsolete—except, perhaps, for boiling water (which could soon be available on Zepto Café as well!).

Factors Driving Quick Food Delivery Growth

• Increasing disposable incomes – Consumers are willing to pay for convenience.
• Consumption-led economy – A shift toward eating out and ordering in.
• Double-income households – Less time for home-cooked meals.
• High real estate costs – Leading to smaller kitchen spaces in urban areas.

Overcoming Freshness Concerns

While Ready-to-Eat (RTE) meals via retort packaging were initially developed for the U.S. military during WWII, they haven’t gained widespread traction in India due to freshness concerns. However, Zepto Café and similar quick-food services position themselves as both fresh and fast, potentially breaking this barrier for mass adoption.

The Youth Factor

India is a young nation, with 60% of its population under 40 and 10 million people entering the working-age group annually. The average Indian remains single for 5-6 years before marriage, a phase when ordering food is more common due to the lack of home-cooked options.

Moreover, Indians are saving less and spending more on convenience. Quick-service foods like idli, vada, samosa, frozen parathas, and momos are increasingly becoming staples. By capturing the young consumer early and keeping them engaged, quick-food platforms can ensure long-term loyalty even after they transition into family life.

Final Verdict: The Future of 10-Minute Food Delivery

10-minute food delivery is here to stay. However, while everyday quick meals will become a norm, specialty and premium dining/delivery experiences will continue to thrive. Both segments will coexist, shaping India’s evolving food ecosystem for the years to come.

The question isn’t whether quick food will succeed—it’s how fast it will become the new normal.