Ola has officially entered the competitive 10-minute food delivery market with the launch of its new service, Ola Dash. This move aligns with the growing trend of ultra-fast food delivery services in India, where numerous companies are vying for a slice of the rapidly expanding market. Ola Dash aims to capitalize on the increasing demand for quick food delivery while offering a unique proposition to consumers.
Currently operational in Bengaluru, Ola Dash is offering various promotional deals, including discounts on food orders and a waiver of delivery charges. The service collaborates with popular restaurant chains such as Eatfit, Freshmenu, BowlSoul, and GreenCraving. This partnership with well-known food brands allows Ola Dash to provide consumers with a wide variety of food options while focusing on speed and convenience.
Ola had previously ventured into the quick-commerce space with the launch of Ola Dash, a service that was later shut down in favor of refocusing on the company's core mobility business. However, the company has revived the Ola Dash brand, this time to address the growing demand for rapid food delivery in urban centers, indicating that quick commerce is once again a priority for Ola.
The rapid food delivery service segment in India is becoming increasingly competitive, with multiple companies entering the fray. Swiggy, Zomato, Magicpin, and Zepto are already active players, offering a variety of services designed to deliver food in 10 minutes or less. Each of these companies has introduced unique strategies to attract customers, leading to a fierce battle for market share.
Swiggy’s Bolt, launched earlier in the year, delivers food within a 2 km radius, offering a curated selection of 10 lakh items on its menu. It has already garnered significant attention, contributing to 5% of Swiggy’s revenue, indicating its potential in the market. On the other hand, Zepto Cafe, a rapidly growing player, operates across 15% of Zepto’s 600 dark stores, processing over 30,000 orders daily. Zepto Cafe aims to expand aggressively, with plans to scale up to 600 stores and reach a revenue run rate of ₹1,000 crore by next year.
In addition to Ola Dash, other players like Magicpin’s MagicNow and Zomato’s Bistro have also launched their quick food delivery services. MagicNow aims to provide services within a 1.5-2 km radius in key cities like Bengaluru, Hyderabad, Mumbai, Chennai, Pune, and the Delhi-National Capital Region. Zomato’s Bistro offers a similar service with delivery promises of 10 minutes or less, targeting the growing need for speed in food delivery.
Unlike Zomato and Zepto, which operate separate apps for their 10-minute food delivery services, Swiggy and Ola have integrated their rapid delivery offerings into their main apps. This integration provides a seamless experience for users, allowing them to access both regular food delivery and quick commerce services from the same platform.
Conclusion
Ola’s entry into the 10-minute food delivery race with Ola Dash marks a significant development in the rapidly growing market for fast food services. With strong competition from established players like Swiggy, Zomato, and Zepto, as well as new startups like Magicpin, the race for dominance in ultra-fast food delivery is heating up. As Ola Dash expands and its competitors continue to innovate, it will be exciting to see how the segment evolves in the coming months.