Winning Bizness Desk
Mumbai.Swiggy and Zepto on Wednesday removed the “10 minute delivery” promise from their apps and advertisements after a clear directive from the Central Government. The move came a day after Blinkit took down the same claim. The Labour Ministry warned quick commerce companies that such time-bound promises create unhealthy pressure on delivery partners and increase the risk of road accidents. Officials said marketing based on extreme speed pushes riders to rush, often at the cost of safety.
Government flags safety risks for delivery riders
On Tuesday, Union Labour Minister Mansukh Mandaviya held a high-level meeting with representatives of quick commerce companies. The discussion focused on rider safety, working conditions and delivery practices. The ministry said that strict delivery timelines increase mental stress and unsafe driving. Companies were told to remove time-based claims from their branding and communication.The government raised concerns over
- Riders being forced to rush
- Traffic rules being ignored
- Rising accident risks
- Stress created by marketing slogans
Companies change slogans and advertising language
Following the government’s warning, companies quickly updated their branding. Blinkit changed its tagline from “10,000 plus products in 10 minutes” to “30,000 plus products at your doorstep.” Swiggy and Zepto also removed all references to 10-minute delivery and shifted focus to convenience, service quality and product variety. These changes were made across their apps, websites and social media pages. The fast delivery model had already been facing criticism on social media and consumer forums, where many users questioned whether such speed was safe or fair to riders.
Rider stress and accident fears drive the move
The biggest concern around quick commerce has been the pressure placed on riders to meet short deadlines. Many delivery partners have said that they are pushed to drive fast and take risks to meet targets. While companies claim that riders are not shown countdown timers, the effect of public advertising often creates pressure on the ground.
Reports had pointed to
- Growing stress among riders
- Unsafe driving behaviour
- Rising complaints about unrealistic delivery targets
Speed remains but without loud promises
Experts say that removing the 10-minute promise does not mean deliveries will become slow. Companies will continue to use dark stores, which are small local warehouses located within two to three kilometres of residential areas. These stores allow quick dispatch of groceries and daily items. Elara Capital analyst Karan Taurani said the change is mostly about branding and public messaging, not about the core business model. Firms will now highlight convenience and product range instead of extreme speed.
Gig worker protests brought government attention
The issue gained urgency after delivery partners went on strike in several parts of the country at the end of December. On December 31 and earlier on Christmas Day, riders from Swiggy, Zomato, Blinkit and Zepto protested over low earnings, safety risks and intense delivery pressure. AAP MP Raghav Chadha also raised the issue in Parliament, demanding social security and fair wages for gig workers. India has more than 80 lakh people working in the gig economy today, and this number is expected to grow to 2.35 crore by 2030. Quick commerce, which promises grocery and daily needs delivery within 15 to 30 minutes through a network of dark stores, depends heavily on this workforce. The government hopes the removal of the 10-minute branding will make the sector safer and more sustainable.
