An Indian app promises ‘human delivery’ in 10 minutes. What’s it about?

It’s 2025, and we are too lazy to go out and get our groceries. Thanks to apps like BlinkIt and Zepto our life has become somewhat easy. But now, what if you are stuck on a big life decision let’s say switching jobs or probably starting a side hustle? Well, quick commerce has got your back, again.

Yes, in a move that sounds stranger than fiction, a Bengaluru-based firm known as Topmate.io has introduced the concept of ‘human delivery’ that gets you real advice from an expert in just 10 minutes.

“It’s OVER for Blinkit, Zepto, and Instamart. Because we’re not just delivering groceries in 10 minutes—we’re delivering humans,” Nimisha Chanda, marketing lead at the company wrote in a post on X.

Curious to know how it all works? Let’s take a closer look at this quirky idea.

The company said it allows customers to directly call industry experts between 6 pm and 10 pm daily to get mentorship, career advice, and problem-solving sessions to land their dream jobs in just 10 minutes.

“Humans at Topmate can: answer every question you throw at them, help you land your dream job, and be your ultimate growth partners,” Chanda wrote.

In her post, she stated that people no longer need to rely on guesswork or scrolling on Google, as they now have instant access to experts who know the field that they have asked for.

“No more guesswork. No more endless Google searches. Just instant access to experts who’ve been there, done that. With ‘Guidance in 10 Minutes’ by Topmate,” she added.

Under the homepage, one has to go to the 5-minute expert feedback section, to enter their details like name, email and phone number and schedule a call with the expert, the video posted by Chanda showed.

The company claims that the app currently has a 4.9-star rating and over 1 million users, who come in contact with a network of 300,000 professionals and creators.

Following the announcement of Topmate’s ‘human delivery’ service, social media was buzzing with mixed reactions. While some users were excited by the idea of having an expert just a call away to answer their questions, others raised doubts about the reliability of these experts.

“It feels like having someone right across the table to talk to! Interesting thought,” one user shared. Another added, “Interesting idea. But when it comes to opinions, people usually prefer free ones, not like products.”

However, not everyone was on board. Some were quick to question its practicality. “How is this different from hiring a consultant?” one user asked. “No amount of guidance will land you a job. You’ll just end up wasting money and hope. Go, sit, learn skills, and make yourself worthy,” another commenter remarked.

One user was particularly sceptical about the speed of referrals: “Referral in 10 minutes? That’s a bit sus. This is not how referrals are supposed to work.”

As users can ask multiple professionals, concerns were raised about receiving conflicting advice, making decision-making more difficult. “When you have 10 people to ask instead of one chatbot or Google, things don’t end well. More people will be disappointed than happy– that’s just human nature,” one user pointed out.

So, could this new service put an end to Blinkit, Zepto, and Swiggy Instamart’s reign? Only time will tell. For now, Topmate has certainly made its mark with this quirky concept.