Quick-Commerce Firms Drop “10-Minute” Delivery Claim
Major Indian quick-commerce companies, including Swiggy and Zepto, have stopped using the “10-minute delivery” claim in their branding and marketing after a government directive urging changes to how ultra-fast delivery is promoted.
Government and Safety Concerns
The Union Labour Ministry raised concerns that fixed delivery-time promises could put excessive pressure on gig workers and encourage unsafe riding practices. As a result, platforms have begun removing explicit 10-minute delivery wording from apps and promotional materials, replacing it with more general messaging about fast service.
Branding Shift, Not Service Slowdown
Industry analysts say this move reflects a branding and safety focus, not necessarily a slowdown in actual delivery speeds. Companies continue rapid deliveries using dense local fulfilment networks, but will no longer emphasise strict time guarantees in customer-facing content.
Industry Response
Swiggy, Zepto and other quick-commerce players have largely complied with the directive, adjusting taglines and app displays to prioritise convenience and product range over fixed timelines. Delivery operations and user expectations for fast service are expected to remain largely unchanged.
