The concept of ultra-fast delivery, now a talking point in India, traces its origins back to 2013, not in India, with the founding of Blinkit, formerly known as Grofers. This quick-commerce company, headquartered in Gurgaon, set the stage for the rapid delivery services that have become increasingly common.
Founded by Albinder Dhindsa and Saurabh Kumar, Grofers initially piloted its services in Delhi NCR before expanding to other Indian cities. After seven years as an online grocery delivery service, the company introduced express grocery delivery in India in 2021, building a dark store network to facilitate faster order fulfillment. In August 2021, Grofers launched 10-minute delivery in 12 major cities. By November of the same year, the company was reportedly fulfilling 125,000 orders daily. This commitment to speed prompted a rebranding, and on December 13, 2021, Grofers officially became Blinkit, aligning with its quick-commerce vision.
Blinkit's model relies on a network of "dark stores"—small warehouses located in strategic urban areas. These stores, inaccessible to the public, are optimized for efficient order packing and dispatch. Inside, packers swiftly assemble orders from shelves stocked with groceries, household essentials, and other items. Delivery partners then pick up the prepared orders and transport them to customers, often within a small radius of the dark store.
The rise of quick commerce in India has attracted significant investment and competition. Companies like Zepto, Swiggy Instamart, Bigbasket's BBNow, Reliance-backed Dunzo, and Ola Dash have all entered the fast-delivery arena. Zepto, founded in April 2021 by two 19-year-old Stanford dropouts, quickly gained traction, securing substantial funding and reaching a high valuation.
However, the rapid delivery model has faced scrutiny. Concerns have been raised about the safety and working conditions of delivery partners, who may feel pressured to meet tight deadlines. In response to these concerns, some companies are reevaluating their delivery promises. As of January 2026, quick commerce firms like Blinkit and Zepto have voluntarily decided to halt 10-minute delivery claims after the labour minister raised the issue of increasing pressure on gig workers and stressful working conditions. Blinkit has already updated its brand messaging, changing its tagline from "10,000 plus products delivered in 10 minutes" to "30,000 plus products delivered at your doorstep".
Despite the challenges, the quick commerce market in India is projected to continue growing. A 2022 report estimated the total addressable market for quick commerce in India at $45 billion, driven by urban areas and mid-to-high-income households. The report anticipates the Indian quick commerce market will reach $5.5 billion by 2025.
The story of 10-minute delivery highlights the rapid evolution of e-commerce and the increasing demand for convenience. While the model's long-term sustainability and impact on workers remain subjects of debate, its roots can be traced back to Blinkit's pioneering efforts in India starting in 2013.
