Customers discover pitfalls of quick commerce

Instant delivery apps slammed for poor quality, wrong products

Delivering across 100 cities to over 20 million customers in India, quick commerce apps like Blinkit, Instamart, Zepto have become the name to turn to for many consumers looking for last-minute purchases. However, of late these apps have come under sharp criticism by customers who accuse them of delivering faulty or wrong products and a rapidly declining service quality.

At a time when they feel pressed for time, quick commerce or rapid delivery of goods and services ordered online has become the lifeline of many an Indian. 

Spotting a lucrative business opportunity, over the past few years, several e-commerce companies, notably Zomato and Swiggy, have transformed themselves into quick commerce or QCom companies, promising delivery of practically anything, from fish to flowers, within 10 minutes.

To fill the vacuum, Swiggy launched Swiggy Instamart, rival Zomato acquired Blinkit and Zepto, a venture capital backed business, entered the business and all three now have millions of orders delivered in key urban areas across India. Today, the quick commerce companies claim to deliver in over 100 cities across the country, stocking up over 20,000 products ranging from electronics to wearables. According to a report by Bessemer Venture Partners, a venture capital fund based in the United States, the rapidly growing market is expected to hit USD 30 billion by 2030, growing almost 100 fold from the level of USD 300 million recorded in 2022. The user base, which currently stands at about 20 million customers is expected to rise to 65 million by 2030, representing a user penetration of almost 4.3 pc.

But the rapid growth has come at a steep price as the QCom firms struggle to keep a grip over quality while trying to keep their promise of delivery within 10 minutes. Social media platforms as well as media reports cites many instances where customers complain of being delivered wrong products or poor quality products and a complete absence of redressal of their complaints.

In 2025, the Food Safety Department raided the warehouse of Blinkit when a customer allegedly complained of receiving rotten paneer twice.

In another instance, last year, Blinkit faced heavy backlash when the Commissioner of Food Safety in Telangana raided its warehouse for allegedly violating food safety norms, and seized expired edible products worth INR 82,000. 

In another incident, a customer complained that Zepto had delivered oranges infested with worms, yet another customer alleged that she found a dead mouse in a bottle of Hershey’s syrup delivered by Zepto. 

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Other reports allege that the warehouses used by QCom companies regularly violate nearly all rules of the Food Safety and Standard Regulations, 2011 which include proper storage, handling, hygiene, rechecking expiry dates and maintaining correct temperatures at the warehouses.

Swaroop Diddi, a freelancer photographer residing in Bengaluru, says that he had to struggle to receive a refund on a faulty delivery. 

“I had ordered chocolates from Swiggy Instamart and had received an expired order. Despite sending in over 10 mails, it took several weeks for them to get back to me and send a full refund,” Diddi tells Media India Group. 

He highlights another incident where he ordered multiple box of cookies, but got delivered defected ones and only received refund for one box. 

“Partial refunds are understandable for poor food quality cases that occur through food delivery apps like Swiggy or Zomato but a full refund should be provided when expired food products are sent,” he adds. 

Mrunal Deshmukh, an account executive residing in Bangaluru, says that with surcharges, often the final price is far higher from the price mentioned on the product. 

“There have been a number of incidents where I have ordered fruits or vegetables from these instant delivery apps. They deliver within 10 minutes, but the quality is compromised, not to forget the surcharges that are added, which can be more than price of the product itself. Taking a walk to the store and getting groceries always seems like a better decision,” Deshmukh tells Media India Group. 

Customers also allege that they have been left to fend for themselves in case of wrong or faulty deliveries, as the customer care centres only provide automated responses. 

Sanjana Pulugurtha, a photographer based in Hyderabad, says she has often faced such situations.

“We pay the full price for the products, but receive only half the goods and then have to engage with the whole refund drama. Zepto, for instance, has terrible customer support. There is literally no way you can engage with a human. You are stuck with chatbots, explaining your concerns to a machine that keeps giving you the same responses over and over again. The only thing I have heard when concerns have been raised is that they would get back to us in 24 hours and that never happens,” Pulgurtha tells Media India Group.

With a growing market of consumers who look set to feel an ever-increasing paucity of time, the QCom groovy train is unlikely to get derailed anytime soon. But a rising number of dissatisfied customers, across various firms, is certainly likely to slow it down.