Amazon has begun offering deliveries in as little as 10 minutes in New Delhi, expanding its "Now" service to compete with local quick commerce rivals. The move intensifies competition with established players like Blinkit, Swiggy's Instamart, and Zepto, which pioneered near-instant deliveries in India.

Delhi becomes the second city for Amazon's quick delivery service after Bangalore, where it launched in December. The service addresses growing consumer demand for rapid gratification among India's expanding middle class.

Amazon has invested over $11 billion in India since 2013, with an additional $233 million commitment last month. Meanwhile, Walmart's Flipkart operates its "Minutes" service across 14 Indian cities, highlighting the fierce competition in this rapidly growing segment.