Over the past month, I’ve been fairly active on LinkedIn to learn more about innovations in sustainability. It’s been really enlightening and motivating for me to read about the journeys of other people in this space—their observations, attempts, challenges and wins. While indulging in my daily LinkedIn reading a couple of weeks ago, I came across a post about quick commerce that claimed “India now has its own Zara—but faster and louder". The piece applauded new-age Indian brands like Snitch for delivering apparel in as little as 10 minutes.

Impressive? Definitely.

Alarming. Even more so.

A few years ago, “10-minute delivery" was a phrase reserved for groceries or emergency medicines—things that genuinely required immediacy. Today, it has become a tagline for almost everything. What began as a convenience-driven logistics optimisation to make essentials more accessible has now seeped into realms such as fashion, gifting, décor and personal expression that were once defined by emotion and........

© News18