India, March 23 -- Three years ago, we wrote about the 15-minute economy. At the time, quick commerce had just begun to find its feet. But in 2025, pretty much everyone - like Urban Company, this week, for instance - wants a piece of it.

Born out of the quick commerce boom in post-pandemic India, it's similar to the renaissance in hyperlocal delivery startups almost a decade ago now. Today, when it comes to consumer services, 15 minutes is the name of the game.

Somehow the 15-minute economy has barged its way into the mainstream, but is this a bubble or a real transition? Let's look at it, through the lens of Urban Company's controversial launch of 'Insta Help' - renamed from Insta Maids after an online backlash.

After a detour through...