10 minute food delivery was impossible, until Swish came | Aniket Shah | Unstarted
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Aniket Shah quit his job with no startup idea, gave himself 18 months, and ended up building Swish one of India’s fastest-growing 10-minute food delivery companies, now serving 1 million lifetime users with 220+ freshly made items.
In this episode of Unstarted by Z47, Aniket sits down with Anish to unpack the journey from Ahmedabad to IIT Kharagpur, early stints at Citibank, Jupiter, Pillow Fund (crypto) and Meesho, and the 4 PM hungry-in-a-café moment that sparked Swish.
We go deep on product-market fit, why Pillow Fund shut down despite 1M+ users, choosing co-founders, the “digital-first QSR” thesis, kitchen automation, and why the best product not the first mover wins in food.
Whether you’re a founder, operator, or just someone who orders a samosa at midnight, this one’s for you.
🎧 Unstarted is the podcast for founders, by founders,
⏱️ Chapters below 👇
00:00 The thesis: why 10-minute food should exist
01:15 Crypto to samosas, meet Aniket Shah
02:30 Ahmedabad childhood & unusual parenting
04:00 Memory talent: reverse alphabet, cricket stats, WWE cards
06:15 IIT Kharagpur & the entrepreneurial pull
07:45 Citibank internship & turning down the offer
09:30 Joining Jupiter: UPI product from day one
11:30 Pillow Fund: the crypto 18% interest bet
13:45 Why Pillow shut down — user love & product-market fit
17:00 How to know if you have PMF
18:30 A brief stint at Meesho
19:30 Do you need a co-founder? Chemistry over physics
23:00 Do you need an original idea?
25:00 The 4 PM café moment that sparked Swish
28:00 Owning the full supply chain & "neighborhood kitchens"
30:30 The digital-first QSR thesis
32:30 Kitchen automation, AI & consistency at scale
36:00 Counterintuitive learnings & customer food habits
39:30 Hits & misses: snacks, beverages, meals
42:00 Competition: "run against yourself"
44:00 Mumbai launch & why not expand to 5 cities at once
46:30 Advice to the unstarted: don't wait for perfect
48:30 Memory challenge & sign-off