Startups reconsider their approach to ten-minute deliveries in the face of operational challenges

It only took Blinkit a few months to change its delivery credo from "ten-minute delivery" to "grocery delivery in minutes." In fact, the last time you saw Blinkit (formerly Grofers) promote its ten-minute delivery on social media was in February. 

In December of last year, the Zomato-backed quick commerce company underwent a brand transformation and aggressively advertised its pivot to the hot ultrafast delivery segment. The deliveries took longer than ten minutes, and sometimes half an hour. Blinkit delivered the next day on at least two occasions in Mumbai and Pune. After seven months of capital-fueled rapid growth in India's buzzy quick delivery sector, the instant delivery promise is proving to be exactly what many experts predicted: an advertising gimmick.

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