Midnight's new children fuel booming late-night delivery economy

In recent months, 37-year-old Sahiba Singh has been ordering either desserts or snacks such as momos and burgers after 10 pm. The New Delhi resident attributed this to both availability of more brands on quick commerce and food delivery apps, as well as for satiating her own late-night cravings.

- Suneera Tandon

Singh's example is emblematic of a new trend emerging among consumers across India. Driven by hectic work schedules and a growing desire for convenience, late-night food and essential deliveries are effectively creating a new 'prime time' for restaurants and quick commerce platforms.

For instance, food delivery major Swiggy Ltd's quick commerce service Instamart is witnessing a surge in late-night orders. "Whether it's satisfying late-night cravings, grabbing last-minute essentials, or preparing for the next day, customers are increasingly turning to quick commerce for convenience," a company spokesperson said. "While metropolitan areas have traditionally led this trend, Instamart is seeing strong adoption spreading across smaller cities, too."

The company operates dark stores throughout the day or for 24 hours in more than 25 cities. Snacks, beverages, ice creams, sexual wellness and feminine hygiene products, among others consistently drive its late-night demand, with spikes during festive seasons.