Zepto : In a landmark shift for India’s rapidly growing quick commerce industry, leading companies such as Zepto, Blinkit (owned by Zomato), Swiggy Instamart, and Flipkart Minutes have officially removed the famous “10-minute delivery” promise from their apps, advertisements, and branding. This change, implemented in early January 2026, comes as a direct response to government intervention aimed at protecting delivery workers and promoting road safety.
Why the Government Stepped In
The decision was triggered by concerns over the intense pressure placed on gig workers—commonly known as delivery partners or riders. The aggressive “10-minute” marketing was seen as encouraging reckless riding, traffic violations, and an increased risk of accidents on India’s busy roads.
In January 2026, Union Labour Minister Mansukh Mandaviya held meetings with executives from these quick commerce firms. Following nationwide protests by delivery workers on New Year’s Eve 2025, the ministry advised companies to immediately drop any explicit claims of fixed-minute deliveries. The goal was clear: reduce the unsafe incentives that pushed riders to prioritize speed over safety.
How Companies Responded
The industry complied swiftly:
- Blinkit was among the first to act, changing its tagline from “10,000+ products in 10 minutes” to a more neutral “30,000+ products at your doorstep.”
- Zepto removed references to specific delivery times from its app interface and marketing materials.
- Swiggy Instamart and Flipkart Minutes followed suit, shifting emphasis to “fast delivery” or “delivery in minutes” without committing to an exact timeframe.
Importantly, companies have stressed that this is largely a branding and marketing adjustment. Their operational backbone—thousands of neighborhood “dark stores”—remains unchanged, meaning actual delivery times are still often in the 10-15 minute range for many orders.
Zomato (Blinkit’s parent company) even issued a statement to stock exchanges confirming no material impact on business operations or finances.
Customer and Public Reaction
Interestingly, the move has received widespread support from customers. Many urban users, who once celebrated the convenience of ultra-fast groceries, have expressed understanding on social media and forums. Common sentiments include:
- “I don’t need milk or snacks urgently enough to risk someone’s life.”
- “A few extra minutes is fine if it means safer roads.”
This reflects a growing awareness about the human cost behind the convenience of quick commerce.
The Larger Context : Balancing Growth and Responsibility
India’s quick commerce sector has exploded in recent years, transforming how millions shop for daily essentials. Valued in the billions and projected to grow further, it has created jobs for lakhs of gig workers while offering unparalleled convenience.
However, this rapid expansion has also exposed challenges in the gig economy: inconsistent earnings, lack of social security, and safety risks. The government’s action is part of a broader effort under new labour codes to ensure better protections, including contributions to insurance and welfare funds.
By removing the “10-minute” promise, the industry is being nudged toward more sustainable practices—where speed is a feature, not a pressure point.
Zepto : What’s Next?
Zepto : While the bold “10-minute” slogan is now history, lightning-fast deliveries aren’t disappearing overnight. Companies will likely continue optimizing for speed internally while publicly focusing on reliability, product range, and customer satisfaction.
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This change marks a maturing phase for quick commerce in India: innovation tempered with responsibility. It’s a reminder that true progress isn’t just about being the fastest—but about being fair, safe, and sustainable.
