To also prove its capabilities in the quick meal delivery market competing against Swiggy's Bolt and other fast-delivery services, Zomato has introduced a new 15-minute service.

The service has been existing on the Zomato app, prior to the company's official announcement.

Inside the app's Explore section the service can be found on the "15-minute delivery" page that displays ready-to-eat, quick-to-prepare meals from a few chosen eateries.

The service is believed to have a comparatively longer delivery time than Swiggy Bolt's 10-minute service, and it is said to perform deliveries from locations within a 2-kilometer radius.

Zomato's foray into the ultra-fast food delivery market happens to occur at the same time as the growth of the quick commerce sector.

The debut of this service was observed to be after Zomato-owned Blinkit's Bistro, a quick commerce business which provides nutritious drinks, snacks, and meals in a matter of minutes.

Although Bistro has not yet opened for business, its website suggests a major expansion into quick service with a health focus.

During its Q2 earnings, Swiggy disclosed that five percent of its food orders were already coming from the quick-delivery option, which was introduced in October.

Other companies in the market include Zepto, which released a stand-alone app called Zepto Café to satisfy the increasing demand for lightning-fast deliveries, and Ola, which debuted Ola Dash, a 10-minute food delivery service, in Bangalore.

The next big battleground is the struggle between grocery and food delivery services to become the best at making lightning-fast deliveries.

Zomato's entry into this sector demonstrates both the promise of the industry and the significant risks associated with attracting customers seeking speed and convenience.

Zomato's most recent offering demonstrates its intention to secure a large portion of this quickly expanding market, as its speedy delivery services redefine customer expectations.