Swish, a startup based in Bengaluru, has ignited a discussion on social media by pledging to deliver food within a mere 10 minutes. Presently functioning in HSR Layout, Swish seeks to tackle Bengaluru's infamous traffic challenges and ensure that customers receive fresh, hot meals in an unprecedented timeframe.

Ujjwal Sukheja, the co-founder of Swish, articulated the motivation for establishing the 10-minute food delivery service. He observed that numerous young individuals experience extended waiting periods for food deliveries, even though local restaurants provide swift service.

Ujjwal has posted in his social handle profile of X and stated that, although quick commerce platforms that provide groceries and household necessities within a mere ten minutes have experienced an extraordinary surge in popularity in recent months, the concept of a fast food delivery service remains unappealing to a significant number of individuals. There are many young people needs quick food delivery so for them Swish was built.

Few of the critics questioned on the necessity and feasibility of a 10-minute food delivery service and few of them have expressed their doubt on the freshness and quality of food prepared so quickly, while others worried about the potential for delivery drivers to engage in reckless driving to meet the stringent time frame.

One of the user commented down the post, “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."

While another user wrote, If you need food delivered in 10 minutes just cooking it yourself this is literally just labour exploitation.”

Another user wrote, “From what I understand, this means a lot of pre-made/stored food/frozen food and exploitation of delivery drivers. No, thank you. If I am SO hungry that I need food in 10 minutes, I'll either cook or just go to a nearby convenience store/street-food stall/takeout.”

The food delivery sector of India is primarily grappled by two major players - Swiggy and Zomato. Both companies have also entered in the quick commerce business to try their luck - Swiggy with Swiggy Instamart, and Zomato with Blinkit.