Bengaluru-based start-up Swish has secured $2 million from Accel and other angel investors to expand its 10-minute food delivery operations. Founded by Aniket Shah, Ujjwal Sukheja, and Saran S. in August 2024, Swish aims to tap into India’s growing quick-commerce market by delivering food within 10 minutes.
India’s quick-delivery trend, which began with groceries, is rapidly expanding to the food sector. Swiggy’s Bolt service, launched in October, is at the forefront, offering ultra-fast delivery of popular dishes in cities like Hyderabad, Mumbai, Delhi, Pune, Chennai, and Bangalore. With a 2-km radius limit and a focus on quick-prep meals, Bolt has set the stage for a new era in food delivery.
Experts are cautiously optimistic. Vinay Singh, co-founder of Fireside Ventures, believes quick commerce suits certain categories like groceries but may face limitations in food due to the logistical challenges involved in preparing meals on demand. “10-minute delivery works best in specific categories,” Singh said, “but other sectors requiring more personalized shopping may struggle with this model.”
Industry leaders like Cure Foods founder Ankit Nagori see immense potential. At a recent summit, Nagori estimated that “10-minute food delivery could make up 10-20% of the food-tech industry within 18 months,” with consumers willing to pay extra for convenience. Curefoods has already partnered with Swiggy Bolt to deliver brands like Eatfit and Nomad Pizza within this quick timeframe.
Rebel Foods, a leader in cloud kitchens, also supports the shift. CEO Ankush Grover announced Rebel’s partnership with Swiggy Bolt, starting with Wendy’s Burgers, and plans to add more items such as Faasos wraps and Sweet Truth desserts. “Consumers expect the same speed as they get with in-person orders at quick-service restaurants,” Grover said.
Despite the growing adoption, logistical hurdles remain a concern. Rahul Chowdhri of Stellar Venture Partners noted the importance of backend efficiency. “In 10-minute delivery, companies need to streamline kitchen setups, limit menus, and maintain dedicated fleets to succeed,” he stated.
Swiggy Bolt’s expansion comes as Zomato and Zepto have also tested the waters in rapid food delivery. While Zomato’s pilot, Zomato Instant, ended within a year, Zepto continues scaling its quick-delivery model through Zepto Cafe, marking a fierce race in India’s quick-commerce landscape.
As quick commerce reshapes food delivery expectations, industry players are optimistic about its long-term impact on India’s food tech market, particularly in major urban centers where speed and convenience drive consumer demand.