India, Feb. 2 -- A few years ago, the idea of a 20-minute grocery delivery seemed audacious-a logistical stretch that felt almost impossible. Today, it's an expectation so ingrained that anything slower feels like a let down. Quick commerce in India has grown significantly, with Blinkit reporting 130% year-on-year growth and Swiggy's Instamart rapidly outpacing its food delivery business.

Even the food delivery business is transforming rapidly, with Ola Consumer piloting 10-minute deliveries in Bengaluru via ONDC and magicpin launching "magicNOW" to provide 15-minute food deliveries across 6 cities. Lastly, the launch of Myntra's "M-Now," promising 30-minute fashion deliveries, exemplifies how quick commerce is expanding beyond essential...