16 January 2026, Mumbai
The era of instant gratification is facing its first major reckoning. For years, the promise of 10-minute delivery was the crown jewel of India’s hyperlocal startups like Blinkit, Zepto, and Swiggy Instamart.
It felt like magic: you realize you’re out of milk, and before the kettle whistles, a rider is at your door. But in 2026, that magic is being replaced by metrics and mandates.
With government scrutiny on unsafe delivery timelines intensifying and platforms expanding into non-essential categories such as fashion and apparel, the industry is shifting from a ‘speed-at-all-costs’ model to one centered on ‘profitable precision’.
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The 10-minute phenomenon
While the concept of ultra-fast delivery didn’t originate in India, it was pioneered by Turkey’s Getir in 2015, the pandemic turned India into its most ambitious testing ground. Startups discovered that strategically mapping dark stores (mini-warehouses hidden from public view) within a 2-3 km radius of high-demand neighborhoods could cut transit times to as little as 5-7 minutes.
But the 10-minute clock was more than operational efficiency; it was behavioral science in action. By removing the need for planned shopping, apps created habit-forming consumption, making even minor purchases like a pen or a snack an impulse emergency.
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Fashion takes the fast lane
Traditionally, fashion has lagged behind FMCG in speed. After all, a missing grocery item can derail a meal, whereas a missing shirt isn’t life-threatening. Yet fashion is emerging as the new frontier for quick commerce because of its superior unit economics. While groceries build frequency, fashion builds profits.
Table: Fashion the smart add on in the list
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Feature
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FMCG (grocery/snacks)
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Fashion & apparel
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|
Purchase Intent
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High Urgency (Need-based)
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Impulse (Occasion-based)
|
|
Return Rates
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Near 0%
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15% - 30% (Size/Fit issues)
|
|
Average Order Value
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Rs 450 -600
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Rs 1,500-2,500
|
|
Gross Margin
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15% - 20%
|
35% - 50%
|
This table highlights why fashion is a lucrative addition to quick commerce portfolios. High margins and elevated order values make a slower but careful delivery economically attractive.
The Friday Night Emergency realizing your outfit is missing just before a date or meeting is emblematic of a new kind of urgency. While not essential for survival, social emergencies are monetizable, and platforms are now designing delivery networks to cater to this demand.
Dark stores, the backbone and the bottleneck
The unsung heroes of the 10-minute economy are dark stores windowless, consumer-free fulfillment centers optimized for speed. By 2030, India’s dark store network is projected to triple to 7,500 units, powered by AI-driven picking algorithms and layouts designed to complete orders in under 60 seconds. Yet the very system that enables speed has a dark side.
Riders risk their safety navigating hazardous urban terrain to meet impossible deadlines, while local communities face congestion, noise, and pollution.
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The end of the 10-minute myth
By late 2025, the 10-minute promise collided with regulation. Pressure from the Confederation of All India Traders (CAIT) and gig worker safety concerns prompted a government directive to curb hyper-fast delivery claims. The new mandate discourages platforms from advertising fixed 10-minute delivery windows.
Instead, companies must provide distance-based estimates, such as Delivery in 12-18 minutes depending on your location. This regulatory nudge toward slower, safer, and more reliable fulfillment is a blessing for fashion, where careful quality checks and secure packaging are more critical than for groceries.
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The economics of instant fashion
The financial logic for integrating fashion into quick commerce is compelling. Unlike groceries, fashion orders absorb higher handling costs but also generate far more net contribution per order.
Table: Why fashion is the golden goose
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Financial metric (Per Order)
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FMCG (Grocery)
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Fashion & apparel
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|
Gross Margin Value
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Rs 100
|
Rs 750
|
|
Dark Store Handling
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Rs 15-20
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Rs 25-35 (Includes QC)
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|
Last-Mile Delivery
|
Rs 50-65
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Rs 60-80
|
|
Return/RTO Logistics
|
Rs 2
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Rs 120-180
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|
Net Contribution
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-Rs 5 to +Rs 15
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+Rs450 to +Rs550
|
The data illustrates why platforms are increasingly willing to take the operational risk of fashion quick commerce. Even with high return rates, the net contribution remains exponentially higher than groceries, making the segment a financial golden goose.
Sustainability
Reliability over recklessness
Quick commerce is maturing. The focus is shifting from mere speed to service reliability and product range.
• SKU explosion: Dark stores are evolving to house up to 30,000 items, including designer wear, activewear, and innerwear.
• Hybrid models: Consumers might receive milk in 15 minutes but sneakers or a dress in 45 minutes from specialized fashion dark stores.
• Automation: Large fulfillment centers are adopting Automated Storage and Retrieval Systems (ASRS) to reduce picking time while minimizing human fatigue.
Fashion Guru
The clock may no longer be ticking at 10 minutes, but it is ticking toward a sustainable, diverse instant fashion economy one where consumers still get what they want quickly, but the cost is measured in human safety, operational efficiency, and profitability.
The bottom line is that quick commerce is not dying; it is growing up. In moving from grocery runs to runway sprints, the industry is discovering that slightly slower delivery with higher quality, broader choice, and better margins is the future of instant gratification.
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