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Time of India
6 hours ago
- Business
- Time of India
How India's morning meal became big business
Not long ago, breakfast in India was entirely a home affair. A paratha with chai or lassi in Punjab, poha in Maharashtra and the filter coffee– upma–idli-vada-dosa spread in the South. Recipes passed down generations, cooked from scratch in the morning rush. The first serious challenger to this tradition arrived in the mid-1990s, when Kellogg's — now Kellanova — made a high-profile entry. Cornflakes were marketed as the modern, urban breakfast. But the bowl-and-milk routine didn't quite dethrone the skillet. The cultural pull of hot, freshly made Indian breakfasts was too strong. Two decades later, the battlefield has shifted. Now, the same aloo paratha and masala dosa can reach your door faster than you can brush your teeth — courtesy of Swiggy Instamart, Zepto Café, Blinkit and a rising army of D2C food brands. Breakfast is no longer just a habit; it's a category with billion-dollar ambitions. The numbers behind the appetite Part of it is the choice on offer. Breakfast categories have exploded: millet-based porridges, fortified batters, oat cups, vegan cheese slices, just to sample a few. The more there is to click on, the more there is to buy. Part of it is psychology. Breakfast is a habit, and habits are profitable. Swiggy's High Protein campaign, which reached 1.8 million consumers across 30 cities, is a case in point — anchor a health-driven story to the morning routine, and you can make 'premium' feel essential. And part of it is speed. Ten-minute delivery removes the barrier between want and have. Zepto Café learned this when its hot-food arm crossed 100,000 daily orders early on. It also learned how fragile that can be — scaling down parts of the service when logistics and staffing bit back. Redseer Strategy Consultants' analysis of quick-commerce GMV indicates that breakfast SKUs (Stock Keeping Units) now account for over 12 per cent of food and beverage sales on such platforms and the proportion is growing. With dark stores carrying larger and more diverse breakfast ranges, the barriers to entry for new brands have never been lower. According to IMARC Group and TechSci Research, India's packaged breakfast market — spanning cereals, ready-to-eat (RTE) meals, and quick commerce–driven fresh options — is worth an estimated USD 3.8 billion in 2024 (INR 31,400 crore). Projections suggest this could hit USD 8.4 billion (INR 69,300 crore) by 2030, with per-capita breakfast spending rising from INR 224 in 2024 to INR 485 by the end of the decade. This surge isn't just in rupees. SKU counts in the breakfast segment have exploded. Industry tracking of Swiggy Instamart, Zepto Café and Blinkit assortments shows a 50 per cent jump in listed breakfast products in the past two years. In 2022, a typical dark store might carry 35 to 50 breakfast SKUs; in 2024, the count is closer to 60 to 75 — and that's before counting restaurant breakfast menus. Urban professionals and young families are the drivers. They're willing to pay for convenience, they're brand-aware and they're swayed by protein counts and health claims. Students and gig workers lean on quick-commerce for fast, cheap breakfasts. Older households shift more slowly, but once dark-store freshness reaches their postcode, they start adding batters, milk and eggs to the morning cart. Then companies are setting themselves up for daily frequency, high-margin upsells and near-zero marketing cost once the habit locks in. The super bowl Deepak Maloo, vice president – food strategy, customer experience and new initiatives at Swiggy, says the shift is cultural as much as commercial: 'What was once a niche interest has now evolved into a mainstream movement. The nutritious meal segment on Swiggy has gained strong momentum, driven by increased health consciousness, busier urban lifestyles and better access to transparent food choices.' Popular orders range from quinoa khichdi and grilled chicken sandwiches to paneer dosas and berry-yogurt bowls. Swiggy is also co-creating high-protein offerings with over 35,000 restaurant partners, ensuring a minimum 15g of protein per dish and experimenting with brand tie-ups like McDonald's Protein Plus Burgers and multi-millet buns, available exclusively on the platform. The sunrise scramble The time-pressure on breakfast is fertile ground for quick commerce. Someone realising they're out of bread at 8:30 am can have it on the doorstep by 8:45 am — and they'll probably add a pack of trail mix or protein batter while they're at it. D2C brand Farmley claims to have been a big beneficiary of this shift. Known for its dry fruits, seeds and makhanas (commonly referred to as lotus seeds or fox nuts), the brand has pushed deeper into ready-to-eat breakfast-friendly formats. Its 7-in-1 Trail Mix — almonds, cashews, cranberries, blueberries, black currants, pumpkin seeds and sunflower seeds — is designed for both nutrition and grab-and-go convenience. 'Our breakfast-oriented products like the trail mix and berry-based mixes are seeing strong traction across quick commerce and e-commerce platforms,' says Akash Sharma, co-founder of Farmley. 'Quick commerce stands out particularly for breakfast-related purchases because of the consumer's immediate need in the morning hours.' For Farmley, the numbers align with a wider behaviour shift: their research shows that over 55 per cent of consumers now seek preservative-free, clean-label products even in quick-consumption formats. In the context of breakfast, that means more seed mixes on yogurt, more roasted nuts in smoothie bowls and fewer processed cereals. For Id Fresh Food, the 'breakfast rush' doesn't mean abandoning its roots. The brand that built its name on preservative-free dosa-idli batter now uses quick commerce to get it to you before your kettle boils. Enakshi Dasgupta, head of new product development at Id, says, 'Every new product category is an organic extension of the Indian kitchen — not a departure from it. Whether it's our Malabar parotas, paneer, or filter coffee decoction, we stay anchored to food you would make at home. No preservatives, no artificial additives, no shortcuts.' Farmley, known for its breakfast-friendly dry fruits, nut mixes and granola, sees the same acceleration. Their products have moved from pantry staples to everyday 'on-the-table' items because of faster delivery. Morning shoppers on Instamart and Zepto aren't just ordering ready meals — they're topping them with almonds, dates, or a spoon of peanut butter. Veeba, which started out as a B2B sauces supplier, now has a breakfast footprint thanks to products like mayonnaise, sandwich spreads and pancake syrups — all geared for quick breakfast prep at home. Quick commerce lets them sell in the exact moment of impulse: when someone decides their toast needs a flavour boost, right now. MTR, one of the earliest ready-to-cook breakfast players, has evolved from supermarket shelves to being a top performer on Zepto Café and Instamart with its upma, poha and masala oats packs. The difference is that these packs can now arrive in 15 minutes instead of being part of the weekly grocery run. The cheat sheet Quick commerce may be chasing speed, but for some brands, the promise is about trust. Id Fresh Food's Dasgupta, says their 'homemade-style' positioning is non-negotiable: 'Every new product category is an organic extension of the Indian kitchen — not a departure from it. We stay anchored to the principle: food that reflects what you would make at home. No preservatives, no artificial additives, no shortcuts.' Their batters ( idli, dosa , multigrain, protein), parotas and filter coffee decoction are designed to meet modern nutritional demands while keeping traditional taste intact. Integration with platforms like Blinkit and Zepto means the brand can now deliver batter to your door in under 20 minutes — but Dasgupta is clear that they're not competing directly with hot-meal delivery. She says, 'Our consumers aren't just buying batter — they're investing in control, customisation and care. It's about shaping the dosa just the way your child loves it, or serving hot idlis straight from the steamer. That's an experience delivery can't replicate.' Taste, trust, timing Breakfast plays to the strengths of quick commerce and cloud kitchens in ways lunch and dinner don't. Orders are smaller, prep is faster and demand is predictable — commuters, parents with school runs and health-conscious gym-goers all want the same thing: speed without sacrificing health or taste. Farmley's almond butter can go on toast. Veeba's chocolate spread can turn a leftover chapati into a treat. MTR's upma can be paired with fresh chutney from a cloud kitchen. Id's dosa batter can be topped with Farmley's roasted pumpkin seeds for crunch. The 2030 breakfast table If current growth holds, India's breakfast market will double in six years. IMARC's modelling suggests cereals will maintain their dominance in value terms, but RTE (Ready To Eat) meals — from packaged upma to ready-to-eat parathas — will outpace them in growth rate. Quick commerce's contribution to breakfast sales could exceed INR 20,000 crore by 2030, especially as penetration deepens beyond Tier 1 and 2 cities. The payoff for getting it right is huge. Breakfast is a habitual purchase. Once a consumer chooses their go-to platform or brand for the first meal of the day, they tend to stick with it — and that slot in their routine is incredibly valuable. This is why Swiggy invests in curated categories and brand collaborations, why Farmley experiments with impulse-friendly INR 40 to INR 200 price range for quick commerce and why Id commits to the 'homemade-style' promise even as it scales. Breakfast may only account for a fraction of India's daily food spend, but it's a fraction that repeats almost every single day. In the competitive world of food and grocery delivery, that kind of loyalty is gold. And so, the idli , the paratha , the protein bowl and the trail mix now share the same battlefield — the modern Indian morning.
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Business Standard
2 days ago
- Business
- Business Standard
Raksha Bandhan rush: Quick commerce platforms face demand overload
As online shoppers flocked to quick commerce platforms for Raksha Bandhan essentials, sales spiked but delivery delays, out-of-stock items, and store unavailability increased for Swiggy Instamart, Bli Udisha Srivastav New Delhi Listen to This Article Quick commerce platforms set new Raksha Bandhan sales records this year as Indian online shoppers increasingly turned to doorstep delivery for festive essentials — from rakhis to sweets. However, the surge in demand also led to longer delivery times, out-of-stock items, and store unavailability across Swiggy Instamart, Blinkit, Zepto, and others. Swiggy Instamart, which partnered with Kalyan Jewellers to offer ₹2,100 voucher cards on orders above ₹499, saw vouchers run out in some locations. In some cases, the benefit was not automatically applied to eligible carts, prompting Instamart to later add a condition that a rakhi be included in the
Time of India
4 days ago
- Entertainment
- Time of India
Forgot Rakhi is tomorrow? Last-minute gifts for your sister you can order in 10 minutes from Zepto, Blinkit and more
Let us guess. You were out here scrolling memes, binge-watching re-runs, and suddenly your mum screeches, 'Get her something!' Cue instant sibling guilt. But relax, you do not need to sprint to the mall in sweaty panic. Oh no, you forgot the Rakhi gift again?! Enter: Zepto, Blinkit, Swiggy Instamart and their superhero 10-minute deliveries. You might be last-minute, but you can still be iconic. And the gift options that they have there, might just become your go to for all the gifting sessions. Budget gifting like a pro Let us be real, Rakhi is more about the emotion than the expense (and the potential blackmail later). If you are on a budget but still want to impress your sister, here are some solid picks under ₹500 that you can get at your doorstep faster than she can send a passive-aggressive "did you forget?" text: Face sheet mask combos - Because 'I have enough sheet masks' says no girl ever. And it will give a quick glow and who doesn't want that? Mini dessert boxes – Brownies, cheesecakes, or fancy cookies? Instant peace offering. Scented candles – Because her vibe is 'main character energy'. And after she had a hectic week prep going on for Rakhi, just to unwind she finally needs her me time. Cute stationery sets – If your sister is the artsy, journal-hoarder type. Then you know how much it will make her happy. Hair accessories kits – Claw clips, scrunchies, and those Instagram trending pastel ones. You know every girl these days is just obsessed with these claw clips, so what are you waiting for just go and make her Pinterest-y dream come true. Feeling a bit extra? You want to go a little over-the-top without going broke. Fair enough. Here's what you can sneak in while pretending you totally planned this: Korean skincare hampers - Blinkit now stocks brands like Laneige and Cosrx, yes bestie. Gift her these once and she will boast about you in front of her friends the whole year. Luxury chocolate boxes – Lindt, Ferrero, even Moët-infused ones if you want to flex. This doesn't only make her happy, but she will instantly feel emotional thinking how fast you guys are growing up by remembering how you went from KitKat to Lidnt real quick. Mini perfume sets – Smell good, feel good, look rich. No girl ever says no to smelling good, and if you know her vibe, get her the miniatures, oh and also when she finally realizes which one she likes the best, after some time just get her the big one. Coffee or Matcha kits – For the caffeine-fueled drama queen in her, coffee kits, or oh, even for the Matcha girlies, order the kits, and they won't only have a new hobby, but also cute and aesthetic Instagram stories every morning. Add that emotional garnish Whatever you send, do not skip the drama. Add a note. Record a cheesy voice message. Spam her with childhood photos. Trust us, emotional blackmail via nostalgia hits harder than any Cadbury box. Even if she fake-rolls her eyes, she will screenshot it for Instagram stories. So yes, you forgot. Again. But this time, you saved it like a boss. With Zepto, Blinkit and co, you turned panic into Pinterest. Whether she is a skincare snob, snack queen, or aesthetic freak, these last-minute gifts will seal your sibling status as 'best bhai' or 'least useless brother'. For now.
Mint
5 days ago
- Business
- Mint
Need a laptop now? Asus now delivers via Swiggy Instamart in THESE 6 cities
Asus partners with Swiggy Instamart to deliver laptops in just 10 minutes Taiwanese electronics maker Asus has announced a partnership with Swiggy Instamart to tap into the quick commerce market by delivering its consumer and gaming laptops in just 10 minutes. These laptops can now be purchased on Swiggy Instamart in Delhi NCR, Mumbai, Hyderabad, Chennai, Pune and Kolkata, with prices starting at ₹ 33,990. Asus says that quick commerce now accounts for over 30% of urban tech shoppers in India, and the company aims to capitalize on this trend by offering instant laptop delivery in metro cities, where delivery speed is becoming a key buying factor. Towards the end of last year, Asus had introduced its accessories lineup on quick commerce platforms, and now the company is aiming to offer its complete product range on Instamart. This means if you're purchasing a laptop through Instamart, you'll also have the option to buy a compatible mouse, keyboard or other accessories from Asus alongside. Asus is bringing two of its consumer notebook laptops and one gaming laptop to Swiggy Instamart. The specifications and prices of these laptops are listed below Model Specifications Price Consumer Notebook ASUS Vivobook Go 15 ASUS Vivobook Go 15 AMD Ryzen 3 Quad Core 7320U - (8 GB/512 GB SSD/Windows 11 Home) E1504FA-NJ130WS Thin and Light Laptop (15.6 Inch, Mixed Black, 1.63 Kg, With MS Office) ₹ 33,990 ASUS Vivobook 15 ASUS Vivobook 15 Intel Core i5 13th Gen 1334U - (8 GB/512 GB SSD/Windows 11 Home) X1504VA-NJ1765WS Thin and Light Laptop (15.6 Inch, Cool Silver, 1.7 Kg, With MS Office) ₹ 50,990 TUF Gaming F16 Intel Core5/ RTX3050A- 4GB/ DDR4 16GB/ 512GB PCIe® 4.0 NVMe™ M.2 SSD/ FHD+ 16:10 (1920 x 1200, WUXGA)/16-inch/144Hz/ Backlit Chiclet Keyboard 1-Zone RGB With Copilot key 56WHrs, 4S1P, 4-cell Li-ion/ Windows 11 Home/ OFFICE HOME 2024 & M365 BASIC 1 Year/ / McAfee® 1 year/ Mecha Gray ₹ 74,990
Indian Express
7 days ago
- Business
- Indian Express
ASUS now delivers laptops via Swiggy Instamart: Is your city on the list?
Asus, the Taiwanese tech giant, has partnered with Swiggy Instamart to make their laptops available to consumers in minutes on the quick e-commerce platform. This new venture by ASUS is to increase visibility among their customers and reach a wider audience. The company will be selling ASUS notebooks and gaming laptops via the quick commerce platform. Consumers in cities like Bengaluru, Chennai, Delhi NCR, Hyderabad, Mumbai, and Pune will be able to order laptops starting from Rs 33,990. Talking about the partnership, Arnold Su, vice president of consumer and gaming PC at ASUS India, said, 'Our association with Swiggy Instamart reflects that vision. We recognise that in today's fast-paced world, consumers are keen on fast-paced deliveries as well. By teaming up with Swiggy Instamart and tapping into its extensive network across India's towns and cities, we're ensuring that ASUS laptops reach users instantly.' Su added that be it for work, gaming or everyday productivity, their cutting-edge laptops are now just a few taps away and are delivered at exceptional speed and reliability. By the end of 2024, ASUS introduced accessories to fast commerce channels, and now the company has expanded to laptops. Users can now find anything from a mouse to a laptop and that can be delivered to their home or office with the help of Swiggy Instamart. ASUS is introducing ASUS Vivobook Go 15, Vivobook 15, and TUF Gaming F16 through Swiggy Instamart. The ASUS Vivobook Go 15 is a notebook designed for on-the-go productivity. It features an AMD Ryzen 3 Quad Core 7320U processor, 8 GB of RAM, and a 512 GB SSD, all running on Windows 11 Home. This is a thin and light laptop, sports a 15.6-inch display, and comes in a Mixed Black' colour, and weighs 1.63 kg. The device also includes MS Office and is priced at Rs 33,990. The ASUS Vivobook 15 is also a notebook featuring an Intel Core i5 13th Gen 1334U processor. This thin and light laptop comes with 8 GB of RAM and a 512 GB SSD, running on Windows 11 Home with pre-installed MS Office. It has a 15.6-inch display and is presented in a Cool Silver colour. Weighing just 1.7 kg, it is priced at Rs 50,990. For a premium gaming experience, the TUF Gaming F16. This laptop is powered by an Intel Core5 processor and an RTX3050A GPU with 4GB of dedicated memory. It comes with 16 GB of DDR4 RAM and 512 GB of storage. The 16-inch FHD+ display boasts a smooth 144 Hz refresh rate. The laptop also features a backlit chiclet keyboard with 1-zone RGB lighting and a dedicated Copilot key. It's equipped with a 56WHrs, 4-cell Li-ion battery and comes pre-installed with Windows 11 Home and Office Home 2024. The laptop is available in Mecha Grey for a price of Rs 74,990.
