India’s food delivery landscape is undergoing a rapid transformation as major platforms like Zomato, Swiggy, Zepto, and others launch services promising meal deliveries in under 10 minutes. Driven by consumer demand for instant gratification, these companies are reshaping the market but also raising concerns about food quality and health standards.
Zomato’s Bistro, Swiggy’s Bolt, and Zepto’s Zepto Cafe are leading the charge, offering lightning-fast deliveries through different approaches. While Zomato and Zepto rely on in-house kitchens for quick meal prep, Swiggy partners with well-known chains like Starbucks and McDonald’s to deliver meals faster.
This surge in quick commerce, which initially focused on groceries and essentials, has now expanded to the food sector. Elara Securities’ senior VP Karan Taurani noted, “Quick commerce has turned consumers into more impulsive buyers, and rapid food delivery enhances user experience.” Platforms like Zepto were early adopters, delivering items like groceries and electronics at unprecedented speeds, and are now extending that model to food.
The competition is fierce. Zepto Cafe, which launched 10-minute food deliveries in 2022, handles 30,000 orders daily and is adding 100 new outlets every month. Meanwhile, Zomato’s Bistro and Swiggy’s Bolt are expanding rapidly, with Swiggy’s service now covering over 400 cities. Additionally, Ola’s Dash and Magicpin’s. MagicNOW has joined the race, while Tata-owned BigBasket plans to enter soon.
India’s online food delivery market is forecasted to double to $15 billion by March 2029, according to a report by JM Financial. Despite this growth, the sector still has room to expand, with online delivery services currently penetrating only 11% of the market, compared to 40% in China and 58% in the U.S.
The rush for speed has triggered debates about food quality and health impacts. Critics argue that quick deliveries might encourage the consumption of processed, unhealthy food. Shantanu Deshpande, founder of Bombay Shaving Company, remarked, “We are facing an epidemic of poor nutrition, and now we have 10-minute deliveries promoting food high in palm oil and sugar.”
In response, companies have assured that quality won’t be sacrificed. Zomato clarified, “At Bistro, we are not microwaving processed frozen food. We prepare fresh dishes using ingredients sourced from central kitchens.” Zepto’s Shashank Shekhar Sharma emphasized their commitment to quality through controlled environments, rigorous staff training, and routine inspections.
Delivering meals quickly in India’s crowded and often chaotic traffic poses significant challenges. Karan Taurani noted that maintaining consistency with a limited menu will be a hurdle. Despite this, companies are optimistic. Swiggy’s CEO Rohit Kapoor described Bolt as “a big bet” during a recent earnings call, adding, “Consumers just love things faster.”
As India’s appetite for speed grows, the race for 10-minute food deliveries is poised to redefine the future of the country’s food industry.