The 15-minute festive delivery

Not just q-commerce, others too are now delivering festive needs within minutes

- VAISHALI DAR

PREPARING FOR A pre-Diwali dinner party, Jagruti Kaul, a resident of Gurugram, wanted a stylish hairstyle without spending hours in front of the mirror.A simple donut bun from Blinkit solved her dilemma within minutes.

ForKauland millions of other urban Indians, whether it’s self-grooming or decorating homes, preparing elaborate feasts, and sourcing gifts—tasks that once required weeks of planning are nowa stress-free, on-demand experience, thanks to various platforms.

One doesn’t need tojuggle multiple errands, battle traffic or compromise on time, as everything can be accessed in under 15 minutes.

Outsourcing, an experience

Quick commerce platforms like Amazon, Blinkit, Zepto, Swiggy Instamart have curated several festival-specific categories—ready-to-gift hampers, traditional sweets,décorliketoransand fairy lights, and complete pooja kits to meet the frenzied demand.

“Twomonths ahead of festivals, sellers stock items guided by store-level heatmaps, userintent signals and market insights. Our warehouses pack orders in 75 seconds on average, while Al-driven route planning ensures fast and seamless deliveries,’says Devendra Meel, chief business officer, Zepto.

E-commerce players are doubling down on speed.Amazon Now, the company’s 10-minute delivery service, has expanded to select areas in Mumbai, complementing Bengaluru and Delhi. “The response has exceeded expectations. We are enabling ultra-fast delivery across a vast selection this festive season,’ says Samir Kumar, VP & countrymanager,Amazon India.

Similarly, Swiggy Giftables can send curated gifts like cakes, flowers, electronics, perfumes, and toys. It has an Al-powered gifting chatbot to recommend options based on occasion, recipient personality, and preferences. The service, available through the Swiggy app, is live in Bengaluru, Mumbai, Delhi, and other metros.