A Bengaluru-based startup, Swish, is making headlines with its ambitious promise to deliver food in just 10 minutes. Currently operational in HSR Layout, the company aims to tackle Bengaluru’s notorious traffic issues and provide customers with fresh, hot meals in record time.
Ujjwal Sukheja, co-founder of Swish, shared the inspiration behind the rapid food delivery service. In a post on X, Sukheja explained, “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. We realised that this problem is common to many young people like us. So, for them (and us), we are building Swish.”
Much awaited life update 📢
After months of building in Stealth, Excited to announce that we are building Swish: 10-min food delivery app (@justswishin)
Many of you might be asking how did a bunch of crypto enthusiasts end up launching a food delivery app?
thread 🧵 pic.twitter.com/iQhdT0pW2v
— Ujjwal Sukheja (@ujjwal_sukheja) August 4, 2024
The concept of a 10-minute food delivery service has attracted significant attention, leading to a range of reactions from the public. While the rapid delivery model has seen success in grocery and essential items, its application to food delivery has drawn mixed responses.
Critics have expressed skepticism about the practicality and implications of such a service. Some questioned the necessity and feasibility of delivering food within 10 minutes, raising concerns about food quality and safety. “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,” wrote one user.
Others were more critical, with one comment highlighting the potential for reckless driving to meet the stringent delivery times: “This is one of the most unprofitable industries in the world but I sincerely wish you the best in your endeavour.”
The debate has also touched on concerns about labor practices. Some users worry that the pressure to meet such tight deadlines may lead to exploitation of delivery drivers. “You are inventing problems for your business ideas ATP! We need ambulances in ten mins not this,” remarked one user.
Another added, “If you need food delivered in 10 minutes just cook it yourself. This is literally just labour exploitation.”
#StressTested @justswishin while it was pouring heavily in #HSR 🙂
Arrived in 15 minutes.
Was warm and tasty.
Ordering experience was good. Included seamless signup. Clean Interface.Overall delightful. You won a happy customer. Kudos @ujjwal_sukheja @saranonearth @AniketShah30 https://t.co/Urafs22L7V
— Srikanth Prabhu (@PrabhuKeDarshan) August 5, 2024
Despite these criticisms, Swish has received positive feedback from some early users. However, the startup has faced challenges in consistently meeting its 10-minute delivery promise. The company’s official X handle has been addressing customer complaints regarding orders that arrived in 15 minutes instead of the promised 10.
As Swish continues to navigate these challenges and refine its service, the debate around its rapid delivery model underscores broader discussions about the future of food delivery and labor practices in the gig economy.