India Reportedly Tells Quick-Commerce Firms to Drop 10-Minute Delivery Promise

India Reportedly Tells Quick-Commerce Firms to Drop 10-Minute Delivery Promise

India Tells Quick-Commerce Giants: Ditch the 10-Minute Delivery Promise In a move that could reshape urban e-commerce across South Asia, India’s Ministry of Labour and Employment has formally asked major quick-commerce players to abandon their hallmark “10-minute delivery” marketing claims. The request, made during a high-level meeting between Labour Minister Mansukh Mandaviya and executives from Blinkit (Zomato), Instamart (Swiggy), and Zepto, signals growing regulatory scrutiny over the human cost behind hyperfast delivery models. For consumers wondering if their instant groceries will slow down—yes, changes are likely coming. Credit: Abeer Khan/Bloomberg / Getty Images Why the Sudden Pushback Against Speed? The 10-minute delivery promise, once hailed as a game-changer in India’s competitive digital economy, is now under fire for endangering gig workers. Reports indicate that relentless time pressure has led to dangerous riding behaviors, sleep deprivation, and mounting stress among del…