India, Sept. 3 -- There's nothing new in platform fees so far as the Indian food delivery story goes. Some 18 months and an over seven-fold surge later, what's new is it's time to look inside the blueprint more critically to comprehend if the monetisation gameplan would play out even in the long run or not.

Food delivery giants have tried out various diversification strategies over the years. Some bets paid off, while some failed. The quick commerce ventures - Swiggy's Instamart and Zomato's Blinkit - turned out to be the biggest game-changers for the two listed Goliaths - Swiggy, commanding a market valuation of around INR 1 Lakh Cr, and Zomato parent Eternal, which is hovering on INR 3 Lakh Cr.

The 10-minute delivery format helped the...