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Why q-commerce boosted food delivery in India
3 in 5 choose food delivery at least once a week.
Quick commerce or q-commerce has entrenched itself in India’s consumers, boosting food delivery market with 64% saying they choose food delivery at least once a week, GlobalData revealed.
Quick commerce, often referred to as "q-commerce," is a form of online retail where products are delivered to customers in an extremely short time frame, typically within 10 to 30 minutes of placing an order. In India, third-party delivery aggregators have launched their model of q-commerce for food deliveries.
Most of these consumers are the urban, young, and educated Indian demographic who are tech-savvy and are more inclined to get food delivered to the doorstep and avoid the hassle of going to a restaurant.
“Factors such as busy lifestyles, longer travel times due to traffic, convenience of food delivery, and the desire to avoid heat, pollution, and large crowds have contributed to the growth of the q-commerce trend. However, given the increasing traffic and the wide selection of foodservice outlets, food delivery times are increasing,” Neralla Rama Ravi Teja, Consumer Analyst at GlobalData said.
GlobalData said this model is highly attractive to Indian consumers seeking more value for their money and is on the constant lookout for options that offer the best value. Food delivery aggregators are banking on this by offering value in terms of time as more modern-day young consumers are willing to pay extra to save time.
However, Francis Gabriel Godad Consumer Business Development Manager of GlobalData India Q-commerce delivery may struggle to address consumers’ concerns over the quality of food that is made and delivered within 10 minutes.
“Some consumers are skeptical about restaurants using stale, pre-cooked food items, and not following proper procedures. In addition, there are concerns over the safety of delivery personnel, who may resort to rash driving to deliver food quickly, resulting in accidents and threatening their lives,” Godad said.
