10-min delivery: Quick rise in revenue, but losses mount

In less than two years, the 10-minute delivery promise of quick commerce players seems to have gone from a marketing ploy to a critical driver of customer growth.

Zomato-owned Blinkit, Zepto, Swiggy’s Instamart and Big Basket’s BBNow have all seen a rapid pace of customer adoption — with users hooked to the speed and convenience of the model — and growth.

Concerns, however, remain around its long-term economics. According to some analysts, with none of the quick-commerce players being profitable yet, questions over long-term sustainability cannot be brushed aside. Take Blinkit and Zepto for example. Blinkit, formerly known as Grofers, rolled out the 10-minute delivery model in December 2021.