THE GREAT QUICKENING OF INDIAN RETAIL

The emergence of 10-minute delivery services not only offered speed, but a new way to live, allowing customers to forgo lists and stockpiles in favor of immediate gratification.

- VAISHNAVI GUPTA

In less than a decade, what began as a niche experiment in 10-minute grocery delivery has transformed into a multi-category, urban consumption revolution—one that promises to redefine convenience, accessibility, and even the nature of consumer planning itself.

At the heart of this transformation lies BigBasket, one of India’s earliest and most influential online grocery players. Seshu Kumar, Chief Buying and Merchandising Officer at BigBasket, recently revealed that the company has fully committed to quick commerce, marking a significant strategic pivot.

“We have now integrated both of our offerings—BB Now and Super Saver—into a single BigBasket app. In most metro cities, the majority of products are now delivered in just 10 minutes,” said Kumar. “We're evolving our long tail categories like large appliances and fashion products, which currently take 30 minutes to an hour. But the future is clear—complete quick commerce in 40-50 cities.”

“Planning creates mental stress. Customers don't want to plan. They want to shop when they like, when they need something,” he explained. “This new behavior is more natural and more scalable.”

The Shift from Planning to Spontaneity

Historically, the Indian consumer was defined by thrift, planning, and the monthly ration mindset. That paradigm shifted during and after the COVID-19 pandemic. The emergence of 10-minute delivery services not only offered speed, but also a new way to live, allowing customers to forgo lists and stockpiles in favor of immediate gratification.