Grocery delivery firm BigBasket has stepped into the 10-minute food delivery segment, beginning operations in select neighborhoods of Bengaluru with a curated menu of beverages, snacks, and ready-to-eat meals sourced from Tata Group’s portfolio of brands, according to reports.

The launch signifies a long-awaited debut for the grocery company owned by Tata Digital, whose co-founder and CEO Hari Menon first revealed in December 2024 that BigBasket would venture into food delivery, broaden its product range to over 30,000 stock-keeping units in tier-1 cities, and enter the pharmaceutical delivery market through Tata 1mg.

The new initiative is currently operational in Bengaluru, with plans for gradual expansion. BigBasket's express food offerings leverage Tata Consumer’s collaboration with Starbucks and the food delivery platform Qmin, developed by the Indian Hotels Company Limited (IHCL).

Starbucks operates through a 50:50 joint venture between Tata Consumer Products and Starbucks Corporation. Qmin, which was introduced in 2020 by IHCL, provides cuisine from Taj and other Tata-owned hospitality brands and manages a network of Qmin Cafes spread across various Indian cities, including 11 locations in Bengaluru.

These brands are now key suppliers of essential items—coffee, tea, juice, meal bowls, and desserts—for BigBasket’s new fast delivery service. This strategy places BigBasket in competition with quick commerce and food delivery services that are striving to establish a strong foothold in India's rapidly growing prepared food market.

Swiggy and Zomato have both undergone strategic changes, moving towards in-house kitchens and convenience menus designed for 10-minute delivery. Swiggy is expanding its Bolt format, which depends on select restaurant partners providing streamlined menus, and is also developing Snacc, a distinct ready-to-eat segment.

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Zomato, on the other hand, has scaled up its in-house brand Bistro to over 100 kitchens throughout Delhi-NCR, Mumbai, and Bengaluru, shifting away from traditional restaurant partnerships for this format.

Zepto has temporarily halted operations of Zepto Cafe in several smaller cities, mainly in northern India, reportedly due to supply chain challenges. Approximately 44 stores were impacted by this suspension.