India’s quick-commerce boom once defined by eye-popping 10-minute delivery claims from companies like Blinkit, Zepto, Swiggy Instamart, and Zomato has reached a turning point. Following widespread protests and government intervention focused on worker safety and sustainability, the industry has agreed to remove this ultra-fast delivery promise from their branding. This shift has implications for consumers, delivery partners, and the future of instant commerce in India’s urban centres.

 

Author : Aashiya Jain | EQmint | Business News

 

In recent years, the idea of having groceries, snacks, and essentials delivered to your doorstep in about the time it takes to brew a cup of tea became a reality in many Indian cities. Quick-commerce platforms like Blinkit, Zepto, Swiggy Instamart, and others promoted lightning-fast delivery times often advertised at 10 minutes or less as their biggest selling point. But now, that promise is being shelved, at least in name, signaling a shift in the industry’s priorities.

 

Why the 10-Minute Model Is Being Dropped

Earlier this month, the Union Labour Minister directed major quick-commerce companies to discontinue the “10-minute delivery” branding and deadlines. The government’s concern was that such extreme speed promises implicitly pressured gig workers to take unsafe risks on the road and endure demanding workloads. Delivery partners, who operate on tight margins and unstable income, were reportedly facing unsafe conditions due to these expectations.

 

This government push didn’t come out of the blue. In late 2025, thousands of delivery workers protested and even staged nationwide strikes on some of the busiest shopping days—such as New Year’s Eve calling for better wages, safer conditions, and the scrapping of unrealistic delivery timelines.

 

Platforms like Blinkit have already complied, changing taglines like “10,000+ products delivered in 10 minutes” to broader claims such as “30,000+ products delivered at your doorstep”. Swiggy and Zepto are expected to follow closely behind.

 

What This Means for the Industry and Consumers

1. Marketing Changes But Not a Shutdown

Dropping the 10-minute tagline doesn’t mean these services are disappearing. Quick-commerce operators have clarified that operations will continue largely as before, optimizing routes, using nearby dark stores, and still aiming for very quick deliveries. In dense neighbourhoods where warehouses (called dark stores) are within walking distance, orders may still reach customers in under 15 minutes even without the official “10-minute” stamp.

 

2. Less Pressure on Riders

One of the central goals of this policy change is to reduce the mental and physical burden on gig workers. Industry insiders admit that even if timelines weren’t directly imposed on riders, the advertised promise created psychological pressure to hustle for speed. Removing this element allows companies to focus on safer delivery processes without sacrificing efficiency.

 

3. Real Delivery Times May Vary

Before the policy shift, many quick-commerce deliveries often already exceeded the ideal 10-minute mark especially during peak hours or in heavy traffic. Some reports showed median delivery times edging toward 9–10 minutes or more, raising questions about whether the original advertising was always realistic.

 

Challenges Lurking Behind the Quick-Commerce Boom

While the 10-minute promise grabbed eyeballs, the industry has faced deeper challenges for a while:

• High Operating Costs: Running a fleet of riders, maintaining dozens of micro-warehouses, and managing perishable inventory eats into profits.
• Profitability Issues: Low margins and heavy discounts have kept the sector operating in a cash-burning mode.
•  Logistical Complexities: Dense city traffic, surge hours, and variable traffic conditions make ultra-fast delivery hard to guarantee consistently.
•  Worker Welfare Concerns: Beyond speed, there’s growing attention to the safety, pay structure, and rights of gig workers who form the backbone of this model.

So even as the headline 10-minute promise fades, these deeper issues continue to shape the long-term viability of quick commerce.

 

What Comes Next?

Without the 10-minute benchmark front and centre, companies may shift focus toward:

🔹 Offering better deals and incentives (e.g., discount programs, subscription benefits)

🔹 Improving customer experience overall (e.g., reliable pickup times or larger product ranges)

🔹 Strengthening gig worker support systems (fairer pay, safety training, social security benefits)

Some say that the essence of quick commerce isn’t gone, it’s just rebranding from speed at all costs to speed with sustainability. And while customers might no longer see “10 minutes or less” plastered everywhere, the drive to deliver fast will likely persist.

 

Final Thoughts

The end of the 10-minute delivery slogan doesn’t mean the end of quick commerce in India. Instead, it highlights a maturing industry learning to balance speed, worker rights, and long-term sustainability. For consumers, the change might be barely noticeable, orders could still arrive fast. But for delivery partners, policymakers, and businesses, it opens conversations about what responsible convenience should look like in the gig economy.

 

If you’ve ever ordered groceries and watched the clock tick down, this shift marks a new chapter one where convenience no longer comes at the cost of worker welfare.

 

For more such information : EQmint 

Resource Link : ET