In 2021, India ordered $5.5 billion worth of groceries online. About 13% could be attributed to these hyper-quick delivery programs. Ola and Zepto quietly added an asterisk on its website next to the promise of 10 minutes deliveries. Danzo was trying to incentivize group deliveries where a bunch of orders could be clubbed together in 60 minutes. Even Reliance, a company that swims in pools of cash, decided to shutter Geo Mart Express last week.