How the ’10 min delivery’ found million of takers

The transition happened almost overnight — how people took to ‘10-minute delivery’, despite reservation. Today the digital equivalent of getting someone to run to the nearest convenient store for a carton of milk or a bag of groceries, thanks to quick commerce or roughly 10-45 minute delivery apps like Dunzo, Zepto, Blinkit and others, is not only attracting lakhs of consumers across major cities, but has also caught the fancy of investors alike. The trend was, of course, fuelled by the pandemic when the fear of being out of stock during shelter at home restrictions led Indians to rely on delivery apps. More than two years after the first lockdown, the dependency on q-commerce has only grown as consumers become more reliant on digital services.