The promise of 10-minute deliveries comes at a steep cost-compromised health due to unhealthy consumption habits, a culture of impulsive and unsustainable consumption, and urban congestion, with the safety of delivery riders on the line. But there's a better way forward
The popularity of online food delivery in India can be attributed to a combination of convenience, affordability, and evolving consumer preferences.
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Indians love their food—and thanks to the digital revolution, their favourite meals now arrive at their doorstep faster than ever, turning online food delivery into a booming industry and a modern necessity. As per a market survey by Bain & Company and Swiggy, India's food services market, encompassing dining out and ordering in, was valued at Rs550 thousand crore in 2024. It is expected to grow by 10-12 percent annually over the next few years, while the online food delivery services market is expected to grow faster at 18 percent CAGR[i]. The industry is also fuelling large-scale job creation in India by employing millions across various roles, from delivery partners to customer service teams.
The popularity of online food delivery in India can be attributed to a combination of convenience, affordability, and evolving consumer preferences. Notably, the COVID-19 pandemic served as an inflexion point for online food delivery because it drastically shifted consumer behaviour, making contactless delivery services a lifeline during lockdowns and social distancing restrictions. Even post-pandemic, these consumer habits persisted due to the convenience, reliability, and vast choices offered by online food delivery services, solidifying their role in everyday life.
With hectic work schedules and long commutes today, many rely on food delivery to save time and effort. The widespread adoption of technology, including AI-powered recommendations and seamless payment systems, has made the process user-friendly and accessible. Additionally, 24/7 availability, discounts, cashback offers, and targeted marketing campaigns nudging the customers on their phones have made online food delivery a go-to option for late-night cravings, missed meals, and everyday convenience. The rise of ultrafast delivery services, such as Blinkit by Zomato, Swiggy Instamart, and Zepto, promises groceries and meals in as little as 10 minutes.
While the rapid growth of 10-minute delivery services promises unparalleled convenience, it also raises critical questions about the true cost of this speed. Beneath the allure of instant gratification lies a growing web of challenges that are often overlooked.
[This article was published with permission from <a href="https://www.imi.edu/" target="_blank">International Management Institute.</a>]