Mumbai’s 10-minute delivery promise hits a reality check amid delays and staff shortages

Delivery bags at a store after packers quit. Pic/Madhulika Ram Kavattur

Quick commerce in Mumbai has turned tardy in the recent weeks. A Sunday mid-day test run has shown that in the areas of Santacruz West, Vile Parle East, Borivali West, Goregaon West and Lower Parel are some of the few areas affected by a general delay in delivery from anywhere between 20 minutes to an hour in the last few weeks. We spoke to a few store managers about why the slow down in businesses is happening.

Stores Speak

Safin Shaik, along with his colleagues, manages one of the quick commerce delivery points, of an instant delivery app which claims to deliver anything from food to skincare in 10 minutes to residents.

(L to R) Safin Shaik, store manger; Anna Tony; Avantika Biswas, app users

But the delay in delivery in the recent weeks has led to him also hearing an earful from customers as well as the riders. Shaik said, "While we were managing very well till a few weeks ago, we have suddenly encountered an issue with the packers. We have enough riders to deliver the orders, but we don't have enough packers. Nowadays, the issue is that there are about seven people to pack 50 orders, while the drivers who are picking up the 50 orders wait outside the store."

In the daytime, Shaik has observed that even if there are enough riders available, they are delayed due to traffic, leading many to believe that there are not enough riders as well. "In the daytime, the delivery gets delayed due to lack of riders or heavy traffic, or some not working because of the heat, or they may be on holidays," he says.

But it's fulfilling orders after sunset that has become a bane in particular, "Big trouble comes in the night, because we are taking orders in bulk for goods that are to be stocked on our shelves. This, while also packing orders to be delivered at the same time since the stores run 24/7 has been a challenge. There are situations where the inventory that comes in, is so high in volume, that we have to pull people from the packing line (and handing it to riders). Usually, this is the time when ‘try again in 15 minutes' flashes on customers' apps," Shaik says.

Meanwhile, an assistant store manager who spoke to us on the condition of anonymity, tells that the companies have promised more packers, he said, "The parent company has told us that they are hiring packers in the coming weeks, but till they come in, orders will be delivered in 20 minutes instead of the usual 10. While this may cause inconvenience for our loyal customers, we request them to understand that we pay extreme caution to the orders we pack, so that we don't pack the wrong orders for our customers."

He is attached to a quick commerce app, which also delivers food, and confesses that to make up for the lack of manpower, managers have begun to fold their sleeves and join in. " Our store managers are now packing and unloading, which we don't have an issue with, but it takes time to bring the orders to the pigeon holes for the delivery drivers to pick the orders up."

A store manager in Vile Parle also echoed this struggle, he said, "We don't know if this is because of the heat or some other reason, but we are trying our best. As of now, our main issue has been on spot resignations that are being given by the packers. This leads to us having more stock than usual. I have had 12 people quit on me this way in the last month. Our hope now is that the parent company hires people soon."

App Users Speak

Anna Tony, who is a resident of Santa Cruz West, and a daily user of these apps, said, "Until a few weeks ago, deliveries even at mid-night would come on time, or maybe even earlier, but recently, it has become so that I get the deliveries about held an hour after placing the order. Since the inception of these apps, we have become very dependent on them, hence the delay does affect our day-to-day work, especially if we are in a hurry for something. I have now resorted to ordering things earlier than needed or even a day prior, based on my plans for the next day, to avoid facing the heavy delays."

While Mumbai faces the issues, a resident of Kharghar Navi Mumbai, Avantika Biswas said, "In the area I live, I have not faced any difficulties, in fact the orders come right on time or a minute or two early. But I have heard from my friends in Mumbai that they are facing these issues over the last few weeks. I only hope that things will not affect my area in the same way in the coming days."

Where we tested the deliveries

>> Santa Cruz
>> Vile Parle East
>> BorivaIli West
>> Goregaon West
>> Lower Parel