Quick commerce is growing in India at lightning speed with Zomato’s Blinkit, Swiggy Instamart, and Zepto among the leading players. What started as a model to provide groceries in 10 minutes has now evolved to deliver food, medicines, electronics, fashion, toys, stationary, beauty & personal care products, and more at your doorstep in no time. And now, we are talking humans, showing up in minutes.
Recently, professional services provider Urban Company stirred up the market with its 10-minute Insta Help service to get house help before you can finish scrolling your Instagram. This quirky twist in the world of instant online deliveries recently sparked a lot of chatter online, with quick commerce logistics startup Zippee’s founder Madhav Kasturia’s light-hearted LinkedIn post last week on the trend.
Kasturia wondered what could possibly be next after groceries, food, and humans in the fast-evolving trend of quick commerce. “If this trend continues, we might just get married via 10-minute matchmaking. Swipe, match, mandap–done!” he joked, tagging online matrimonial platform Shaadi.com for its take on this turbocharged trajectory.
The post gave people a good giggle, including dating app andwemet founder Shalini Singh, who chimed in with her response: “10 minutes marriages do take place in cities such as Vegas. Having said this, marriage rituals in some states in India do get done in 10-15 minutes. And on a serious note, saying yes in 10 minutes to enter into a committed relationship sure is a recipe for disaster 😊”
Valid point. Sure you can swipe right in 10 seconds but yes to matchmaking in 10 minutes? That may not be a great idea. With the ultra-fast lifestyle of comfort and convenience offered by quick commerce, what might become the new normal in future is people being less patient with things and humans in a world of instant gratification with speed.
For now, we can enjoy the 10-minute ride. But if you hear wedding bells ringing within 10 minutes of meeting people online, you’ll know that the quick commerce sector in India has officially pushed the limits of speed and convenience.