On motorbikes or electric scooters, couriers from India's new ultrarapid e-commerce platforms weave swiftly through the traffic-clogged roads of the subcontinent's megacities. From a kilo of carrots to mascara or even an iPhone 16, nearly any product can be delivered in a record-breaking 10 to 20 minutes.

Blinkit, Zepto, Instamart and Dunzo: Over the past two years, these apps have transformed the way Indians shop in urban areas, as their usage has soared. They currently account for over half of e-commerce sales in the food sector, and this ultra-fast e-commerce market is set to exceed $6 billion (€5.75 billion) by 2024. Zomato, the owner of Blinkit, has seen its share value double this year, while competitor Swiggy, which owns Instamart, successfully went public in November.

Before venturing into rapid e-commerce, Zomato and Swiggy first found success in home meal delivery. The two Indian giants leveraged the customer data they had collected: Who orders what, in which neighborhood, and at what time – one of the keys to their success.

"To succeed in this sector, it's essential to have an adequate number of warehouses, in the right locations, and stocked with the right selection of products tailored to local preferences. Consumer demand can vary significantly from one neighborhood to another, requiring highly precise customer data," said Mrigank Gutgutia and Kushal Bhatnagar of Bangalore-based consultancy firm Redseer.

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