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Dear reader,

There’s every chance that you are now a customer of online grocery delivery — even if you weren’t 18 months ago. But the market has changed so much since last March that online grocery players have to look beyond availability of new products or discounts to gain market share. The competition has now boiled down to how quickly deliveries are made.

This week, the online grocery race turned into a sprint from a marathon, with startups looking to one-up each other by promising shorter delivery times.

It all started with Swiggy, which promised deliveries in 15-30 minutes through its InstaMart service. Days after Swiggy, Grofers said that it plans to launch 10-minute grocery deliveries in 10 cities. And then Dunzo followed it up by promising deliveries in 19 minutes in Bengaluru through its Xpress Mart dark store network.