Ola Consumer on Tuesday launched 10-minute food delivery food offering Dash, which has entered the quick food delivery category. The feature, currently available in Bengaluru, is live at restaurants like EatFit.
Ola did not immediately respond to queries sent by the consumer your story
The Bhavish Aggarwal-led company had earlier launched a rapid commerce offering under the same name under Ola Dash. However, the company discontinued it in June 2022, stating that it was “refocusing its Ola Car business to focus more on strengthening Ola Electric’s go-to-market strategy”.
In fact, in 2016, it shut down its food delivery business Ola Cafe, which promised 20-minute delivery, due to stiff competition from other food delivery businesses.
Earlier on Tuesday, another food delivery underdog Magicpin announced the launch of its 10-minute meal offering MagicNOW — which is already available in Delhi, Mumbai, Pune, Bengaluru and Hyderabad.
The quick food delivery segment sees representation from big players like Zepto Cafe through Zepto, Bolt through Swiggy and Blinkit through Zomato.
The growing popularity of 10-minute food delivery stems from consumers’ growing preference for faster commerce timelines. As people become accustomed to fast delivery, this expectation has expanded to new categories such as clothing and electronics while traditional services such as food delivery seem to be relatively sluggish.
Disclaimer: Shraddha Sharma, Founder & CEO of YourStory is an Independent Director at Ola Electric.