As fast grocery delivery apps grow in popularity in India, fueled by cheap labour, small shops struggle to compete

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Mukesh’s performances are monitored and scored by the app, and each trip he makes within the allotted time increases his chances of getting another performance.

Each delivery earns Mukesh between 20 rupees ($0.25) and 70 rupees. In a typical 10-hour day, he can make more than 20 deliveries, earning an average of $10, enough to survive.

The easy availability of cheap labour is one factor that makes these so-called last-minute grocery shopping apps profitable in India.

Apart from the Swiggy app, which is produced by Japanese Softbank, Zomato’s Blinkit and Zepto apps also offer similar services.

It’s big business. Swiggy, for example, is planning an initial public offering (IPO).

According to global investment banking firm Goldman Sachs, fast-paced commerce accounts for about $5 billion—almost half—of India’s online grocery market. By 2030, the fast-delivery segment is expected to account for 70 percent of the online grocery market, which will be worth $60 billion.

Speed ​​and convenience mean that many city dwellers now use apps for most of their shopping, with some even opting to order just one item, such as a carton of milk or a bar of soap, for a small delivery fee.

“If we order things on Blinkit or other online shopping apps, we get some discounts. It’s simple. We don’t go to stores anymore,” said one shopper.