The 10-Minutes Trap
Responsibility
Design Strategy
System Thinking
Client
qCommerce Industry
Role
Researcher
Duration
5 Months
qCommerce is booming in India, but is 10-min grocery delivery a need or a market-driven creation? This project unravels how consumer behavior is shaped by quick commerce, exploring the use of dark strategies and the impact on choices.
Overview
Quick Commerce, popularly known as qCommerce, has disrupted the Indian market in unprecedented ways. Unlike traditional retail, this service thrives on delivering essentials in under 10 minutes—a concept not born out of consumer demand but strategically infused by market giants. The rise of companies like Blinkit and Zepto, following pioneers like Dunzo (which has since faded), reflects a shift from convenience to urgency, reshaping consumer behavior in ways that warrant closer examination.
This project explores the entire ecosystem of qCommerce, analyzing its operational models, the psychology behind its marketing tactics, and its influence on consumer patience and expectations. A 10-minute delivery window has become a psychological benchmark. Consumers, who previously planned purchases or waited days for deliveries, now feel frustrated—even angry—when orders are delayed by as little as one minute. This shift reveals a concerning dependency akin to addiction, fueled by clever marketing strategies that capitalize on instant gratification.
Despite qCommerce being a high-investment, low-profit business model (with many players still operating at losses), significant capital is funneled into advertising and user acquisition. This raises critical questions: Why do these companies continue to invest heavily despite the financial strain? Is the trade-off between consumer satisfaction and financial viability sustainable in the long run?
Using design strategy and system thinking, our team has analyzed these trends to uncover deeper truths about qCommerce. By breaking down its mechanics, we’ve sought to address the gaps and challenges, proposing solutions that strike a balance between consumer benefits and stakeholder interests. Our approach aims to convert this revolutionary yet volatile market segment into a sustainable model, fostering long-term value for all involved.
Through this project, we hope to inspire conversations and interventions that not only critique the current state of qCommerce but also guide its evolution into a more consumer-friendly and economically viable future.
Team Members
Aman Raj
Anshika Singh
Razia Sitara
Shashwat Talukdar
Shreya Chatterjee
Shreya Choudhary
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Findings and Learnings
The five months of intensive, end-to-end research into the quick commerce (qCommerce) industry provided profound insights into how the sector operates and its implications for consumers and stakeholders.
Our findings revealed that major players are strategically investing heavily in marketing—not to fulfill an existing consumer demand but to create one. By instilling a need for 10-minute deliveries, they aim to shape consumer behavior to favor convenience above all else. This behavioral shift sets the stage for future profitability through tactics such as introducing subscriptions and increasing the Minimum Order Value (MOV). Already, these platforms are gradually raising MOV thresholds, a trend likely to continue as dependency grows.
The proliferation of dark stores in high-demand areas further highlights the strategy of building an extensive, hyper-local network to anchor consumer dependency. Once this network solidifies, companies can leverage it to strengthen their market position and achieve profitability.
Moreover, the study shed light on highly targeted marketing tactics. Ads on social media platforms differ significantly from those in traditional outlets like newspapers, reflecting how brands tailor their communication to specific demographics. This precision has allowed qCommerce apps to acquire a massive consumer base quickly.
Looking ahead, the qCommerce boom will likely accelerate, with increased consumer reliance transforming these services into essential utilities. However, this growth raises questions about the broader impact—on local shops, youth behavior, and delivery personnel. While qCommerce offers convenience, it also risks exploitation and dependency, making it one of the most significant examples of behavior-altering services in recent times.
