The Speed Of Want

Q-com's 10-minute anticipation-satisfaction loop sure hits all the right spots. But beyond that, there is a deeper psychological fulfillment at play.

- Akash Agarwalla

In India, convenience has been redefined, speed has become the new comfort, giving rise to a culture of micro-efficiency where everything from groceries to daily essentials arrives almost as quickly as it's desired. What began as a pandemic-driven workaround has evolved into a powerful consumer mindset, one that prizes time, ease, and immediacy over everything else.

Groceries, meals, medicines, and personal care items are no longer weekend chores but spontaneous, on-demand orders.

Bulk buying has been replaced by quick refills and spontaneous orders. We no longer plan our grocery lists; we simply expect what we need to arrive when we need it.

According to industry data, India's Q-commerce platforms processed over 4.3 million daily orders in March 2025, more than double the previous year. Blinkit led with around 1.65-1.75 million daily orders, followed by Zepto at 1.45-1.55 million, and Swiggy

Instamart at 1.05-1.15 million. This explosive growth underscores how "instant living" has reshaped consumer habits - today, convenience has become a form of luxury.