Leading Indian quick-commerce platforms Swiggy Instamart and Zepto have removed references to “10-minute delivery” from their applications and promotional materials after receiving a government advisory, according to multiple credible media reports. The move follows discussions initiated by the Union Labour Ministry, which raised concerns related to delivery partner safety and work conditions.
As per publicly available information, the government’s communication focused on the potential risks associated with advertising ultra-fast delivery guarantees, particularly the pressure such claims could place on gig workers operating in real-world traffic and safety conditions. The advisory reportedly asked companies to avoid promotional messaging that may indirectly encourage unsafe practices, rather than imposing a blanket legal ban on fast deliveries.
Nature of the Change
The removal of the “10-minute delivery” phrase is understood to be a branding and communication change, not a restriction on operational capability. The companies continue to use dense dark-store networks and technology-driven logistics to ensure fast deliveries, though without explicitly promising a fixed delivery time in marketing or app interfaces.
Another major player in the sector, Blinkit, had already removed similar claims earlier, aligning its public messaging with evolving regulatory expectations.
Government’s Position
The Union Labour Ministry has not announced any new law specifically banning fast deliveries. However, officials have expressed that worker welfare, road safety, and reasonable delivery expectations are important considerations as India’s gig economy expands. The advisory approach reflects the government’s broader effort to engage with platform companies on responsible practices rather than immediate punitive regulation.
Industry Response
Quick-commerce companies have stated, through various public disclosures, that:
• Delivery partners are not instructed to violate traffic rules
• Safety guidelines remain in place
• Riders are generally not penalised for delays caused by external factors such as traffic or weather
Industry analysts note that removing the explicit time guarantee may help reduce perceived pressure, even if actual delivery times remain competitive.
Sector Context
India’s quick-commerce sector has grown rapidly in urban markets, driven by consumer demand for convenience and speed. At the same time, regulators, worker groups, and policymakers have increasingly emphasised the need for sustainable growth models that balance innovation with safety and fair working conditions.
Conclusion
The decision by Swiggy and Zepto to drop “10-minute delivery” claims appears to be a compliance-oriented branding adjustment following government engagement, rather than a shutdown of rapid delivery services. The development highlights the evolving relationship between digital platforms and regulators as India seeks to modernise its economy while safeguarding worker interests.