A Bengaluru-based startup, Swish, has sparked a debate on social media with its promise to deliver food in just 10 minutes. Currently operational in HSR Layout, Swish aims to overcome Bengaluru's notorious traffic and provide fresh, hot meals to customers in record time.
Ujjwal Sukheja, co-founder of Swish, explained the inspiration behind the 10-minute food delivery service. He noted that many young people face long waiting times for food deliveries despite the rapid service at local eateries.
“In HSR, you can get anything quickly—a dosa from a Darshini in minutes. But when it comes to online food delivery, the wait can be painfully long,” Sukheja wrote in a post on X announcing Swish’s launch on August 4. “We realised that this problem is common to many young people like us. So, for them (and us), we are building Swish,” he added.
The concept of the rapid food delivery platform drew mixed reactions. While quick commerce platforms delivering groceries and household essentials in 10 minutes have gained popularity, the application of this model to food delivery raised concerns.
Critics questioned the necessity and feasibility of a 10-minute food delivery service. Some expressed doubts about the freshness and quality of food prepared so quickly, while others worried about the potential for delivery drivers to engage in reckless driving to meet the stringent time frame.
“Very cool to see how quickly this has gone from idea to execution - sadly have already had my dinner tonight / not in HSR - otherwise would have given it a shot," a user wrote.
Another user commented, "This is one of the most unprofitable industries in the world but I sincerely wish you the best in your endeavour."
“I would never order from such a facility knowing nothing healthy can be cooked in 2-3 minutes," a third user remarked.
Concerns about labour exploitation also surfaced, with users questioning the implications for delivery personnel. One user noted, "You are inventing problems for your business ideas ATP ! We need ambulances in ten mins not this."
A user questioned, "Guys we still need a cure for cancer, just saying.
Whoever is asking for 10 min food deliveries?"
Another added, “If you need food delivered in 10 minutes just cook it yourself. This is literally just labour exploitation.”
Others speculated about the practicality of the service. A user commented, “From what I understand, this means a lot of pre-made/stored food/frozen food and exploitation of delivery drivers. No, thank you. If I am SO hungry that I need food in 10 minutes, I'll either cook or just go to a nearby convenience store/street-food stall/takeout.”
Despite the criticism, some users have tried Swish and were impressed by the speed of delivery. However, Swish's official X handle has been responding to complaints from customers who received their orders in 15 minutes instead of the promised 10, indicating the challenges of meeting such an target.
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