Finshots Daily The 10-minute delivery promise is gone. What now?
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Jan 14, 2026 The discussion dives into the impact of removing the 10-minute delivery promise in quick commerce. It explores gig workers' strikes and the industry's response, alongside insights into Zepto's origins and their approach to speed. The narrative contrasts the marketed 10-minute delivery with actual times, revealing averages closer to 15-30 minutes. Blinkit’s growth strategies, driven by order density shifts, are highlighted, alongside the effects of speed on consumer behavior. Ultimately, the focus shifts to the importance of consistent delivery rather than just gimmicky promises.
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Kirana Cart Began With Fast Local Delivery
- Kaivalya Vohra and Adit Pallicha started Kirana Cart to serve neighbourhoods during lockdowns when big platforms were slow.
- They noticed retention improved when deliveries arrived under 15 minutes, which inspired a 10-minute delivery focus.
Label Removal Might Not Change Delivery Speed
- Removing the 10-minute label may change little because the underlying fast-delivery promise often remains in practice.
- Actual average lead times were closer to 15–30 minutes, so customers still get near-instant gratification.
Inventory-Led Model Drove Order-Value Growth
- Blinkit's net order value grew substantially by raising order density and shifting to an inventory-led model.
- Management credited higher NOV to inventory control and density, not the 10-minute marketing claim.