India Tells Quick Commerce Apps to Drop 10 Minute Delivery Pitch
The directive follows union protests and reflects growing scrutiny of rider safety in India’s fast-growing quick commerce sector.
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India’s labor ministry has asked quick commerce platforms to stop marketing “10 minute delivery,” nudging firms such as Blinkit, Swiggy and Zepto to soften the ultra-fast promise that has become a signature of the sector’s growth.
Swiggy has removed the “10 minute” line from its branding, while Zepto has also reworked its messaging after the government directive, Reuters reported.
Blinkit has moved away from the tagline as well, even as its parent Eternal Ltd told the stock exchanges on Tuesday, 13 January, that there had been no change in Blinkit’s business model that would have a material impact on the company.
The intervention follows closed-door discussions led by labor and employment minister Mansukh Mandaviya, after gig worker unions and labor officials raised concerns that ultra-tight delivery commitments can increase pressure on riders and encourage unsafe road behavior.
The Indian Express reported that Blinkit acted first by removing the delivery time promise from its branding, and that Swiggy had begun a similar process.
Unions claimed the change as a win after a wave of protests late last month.
The Telangana Gig and Platform Workers’ Union (TGPWU) and the Indian Federation of App-Based Transport Workers (IFATW) said Blinkit had dropped the “10,000 plus products delivered in 10 minutes” promise and replaced it with “30,000 plus products delivered at your doorstep,” and called on other platforms to remove time guarantees from ads and social channels.
“This is a significant and much-needed step in protecting the lives and dignity of gig and platform workers,” said Shaik Salauddin, who leads TGPWU and serves as national general secretary of IFATW, according to NDTV.
For the companies, the messaging shift may be easier than a full operational reset. Reuters noted the business model still leans on dense “dark store” networks and rapid fulfillment as rivals fight for urban customers in a market it valued at about $11.5 billion.
