It starts with a notification.
"Your order is arriving in 9 minutes."
You feel a little thrill. Nine minutes? That’s faster than making Maggi.
You weren’t even hungry.
But now… you’re swiping through chips, sodas, ice creams. Why not add one more thing? It’s free delivery after all.
What just happened?
In the world of tech, speed is power. This isn’t just about convenience. It’s about control — of your impulses, your attention, and your shopping habits. Apps like Zepto, Swiggy, Flipkart, Blinkit aren’t just fast—they’re engineered to steer your wallet.
These applications layers on “deals” that seem too good to ignore—but quietly steer you toward spending more. Tiny product tiles and micro-prompts like “Add ₹10 masala peanuts for free delivery” prey on your momentary hesitation. Then, just as you think you’ve saved money, delivery fees and minimum-order charges creep in, canceling out any perceived discount.
Here’s exactly how it played out when all I wanted was a ₹30 lassi bottle:
“3 for ₹45” deal – Seemed like 50% off, so I clicked it.
Free-cash top-up – The app dangled a small credit if I spent another ₹20.
Low-cart surcharge – Oops: a ₹29 “small-order fee” hit because my total was under ₹99.
Another “add-more” prompt – “Spend ₹200 more for free delivery!”
Impulse add-on – I tossed in a bag of atta to hit the ₹200 threshold.
I drank that ₹30 lassi in a minute, but when the final bill popped up it was a staggering ₹529. Every “offer” was a breadcrumb leading me deeper into spending—removing cheaper options, inflating my cart fees, and peppering in extra charges until my wallet was empty. What felt like convenience turned into a carefully choreographed trap, designed to make you pay far more than you intended.
In recent months, experts have begun to sound the alarm: instant-delivery apps are quietly reshaping not just our shopping patterns, but our financial well-being. According to a feature in Forbes India, the “10-minute economy” has fostered “a culture of impulsive and unsustainable consumption,” driving users to purchase far more than they originally intended (1). Meanwhile, a Financial Express analysis of Indian consumer behavior warns that “impulsive spending”—fueled by constant promotional nudges—has become one of the top financial pitfalls for modern buyers, leaving many wondering where their money went at month’s end (2).
The mechanics are deceptively simple: a “50% off” deal here, a “free-cash” top-up there, followed by a “₹29 small-order fee” and an “add-more” prompt—and suddenly a ₹30 lassi costs you over ₹500. A recent ResearchGate study on 10-minute grocery apps confirms that this hyper-convenience model exacerbates impulse buying habits, causing consumers to lose track of cumulative spending and often resort to credit or digital-wallet loans to cover unexpected bills (3). Likewise, a personal account featured on The Swaddle illustrates how those with poor impulse control can see their budgets evaporate—T.G., relying on instant-delivery for stress relief, found her savings “dented” and her mental health compromised by unplanned purchases (4).
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Beyond momentary impulse buys, this behavior undermines core financial habits. Rather than planning ahead and setting weekly or monthly budgets, users slip into reactive spending—adding items to their “digital pantry” whenever a craving or notification strikes. Over time, this “just-in-time” shopping model erodes the discipline needed for systematic saving and investment. A Forbes India columnist notes that “habitual micro-transactions” can accumulate silently, transforming what feels like a trivial spend into a significant financial drain by month’s end (5). As banks report rising volumes of small-ticket digital credit, there’s growing concern that many borrowers are overlooking interest costs while chasing instant-gratification deals.
Financial stress isn’t limited to empty wallets; it also inflicts psychological strain. Studies in consumer psychology show that unpredictable, impulsive spending patterns correlate strongly with anxiety and sleep disturbances—users who wake to “deal” notifications often experience a surge of regret after realizing how much they’ve spent (6). Moreover, the constant push of “limited-time offers” fosters a persistent fear of missing out (FOMO), which can trigger compulsive checking of apps and further disrupt daily routines. Experts warn this cycle not only harms long-term financial health but also can lead to unhealthy lifestyle choices, as users default to convenient, often processed foods to justify their repeated orders.
Here’s how you can take back control and still enjoy the magic of 10-minute delivery—think of these as friendly tips from one snack-lover to another:
Pick your spend floor
Before you open the app, decide: “I won’t spend more than ₹250.” Once you hit that line, close the app—no exceptions. Those tempting “free delivery” offers can wait until your next planned order.
Mute the buzz
Every ping is engineered to reel you back in. Go into your settings and turn off deal notifications. Out of sight, out of mind—and suddenly you won’t feel that reflex to tap every time your phone lights up.
Stick to your list
Keep a running grocery list—digital or on paper—and honor it. Treat quick-commerce as your emergency backup, not your main menu. When it’s time to shop, match your cart to your list, not to whatever the app throws at you.
Own every rupee
Download a simple budgeting app (or grab a notebook) and jot down every single order, even the ₹25 samosa you “couldn’t resist.” Seeing the totals add up brings back awareness—and it’s surprisingly satisfying to watch yourself stay on track.
You deserve the convenience—and the thrill—of instant delivery without the headache of surprise bills. Next time you’re craving that ₹30 lassi, you’ll still get it in 10 minutes—but for exactly the price you intended.
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Sources
1. https://www.forbesindia.com/article/international-management-institute/rise-of-10minute-delivery-apps-in-india-convenience-at-what-cost/95585/1 (https://www.forbesindia.com/article/international-management-institute/rise-of-10minute-delivery-apps-in-india-convenience-at-what-cost/95585/1)
2. https://www.financialexpress.com/money/5-financial-pitfalls-of-the-indian-log-kya-kahenge-mindset-3847034/ (https://www.financialexpress.com/money/5-financial-pitfalls-of-the-indian-log-kya-kahenge-mindset-3847034/)
3. https://www.researchgate.net/publication/391142568_Influence_of_10-Minute_Grocery_Apps_on_Urban_Indian_Consumer_Shopping_Behavior (https://www.researchgate.net/publication/391142568_Influence_of_10-Minute_Grocery_Apps_on_Urban_Indian_Consumer_Shopping_Behavior)
4. https://www.theswaddle.com/for-people-with-poor-impulse-control-instant-food-delivery-apps-can-kickstart-disordered-eating (https://www.theswaddle.com/for-people-with-poor-impulse-control-instant-food-delivery-apps-can-kickstart-disordered-eating)
5. https://www.forbesindia.com/article/international-management-institute/rise-of-10minute-delivery-apps-in-india-convenience-at-what-cost/95585/1 (https://www.forbesindia.com/article/international-management-institute/rise-of-10minute-delivery-apps-in-india-convenience-at-what-cost/95585/1)
6. https://www.researchgate.net/publication/391142568_Influence_of_10-Minute_Grocery_Apps_on_Urban_Indian_Consumer_Shopping_Behavior (https://www.researchgate.net/publication/391142568_Influence_of_10-Minute_Grocery_Apps_on_Urban_Indian_Consumer_Shopping_Behavior)
