Blink and it’s here! The Rise of Blinkit and the 10-minute Delivery Culture in India

Gone are the days when we prepared a long list of grocery items to purchase for the week. We live in an age of instant gratification, where goods are brought right to our doorstep via delivery apps such as Zepti, Instamart, Blinkit, Swiggy, and other 10-minute delivery apps. With the rise of these apps, urban India is changing the way it eats, shops, and lives. What once began as ‘Grofers’ in 2013, a simple grocery delivery service, transformed into a major delivery app in 2021 through its rebranding. This was not just about rebranding and changing the name; it was about changing the entire game of service. What was the promise behind this? It was about quick delivery with speed, a promise of delivery to your doorstep within 10-15 minutes. This became a very convenient option for people. By 2022, Blinkit had also become part of the famous food delivery family – Zomato, which was backed by funding, smart tech and serious measures for speed. Life at one point in time was very slow, ...