Fast food-delivery unicorn Zomato is facing fierce criticism on social media over its announcement to roll out a 10-minute food service that could potentially lead to road accidents as delivery riders make a desperate rush to meet close deadlines. 

Zomato CEO Deepinder Goyal said in a post late on Monday the service "Zomato Instant" would rely on a densely located network of “food finishing stations,” which will stock popular food items from restaurants and use a sophisticated demand prediction algorithm.

Nobody in the world has so far delivered hot and fresh food in under 10 minutes at scale," Goyal wrote on LinkedIn and Twitter. "We were eager to be the first."

However, the marketing move has triggered an  avalanche of criticism.  A lawmaker questioned the business model while executives raised concerns about rider safety on crowded city roads.

Several social media users also raised concerns over how the food can be cooked in such a short span of time.