The Indian government has directed quick commerce companies such as Blinkit, Zepto, Swiggy Instamart and other rapid delivery startups to discontinue promotional claims that promise delivery within 10 minutes, citing concerns about feasibility, public safety, and healthy competition in the retail and logistics market. The move represents a significant regulatory intervention into one of India’s fastest-growing segments of e-commerce, which has been marketing ultra-fast deliveries as a key differentiator.
Officials from the Department for Promotion of Industry and Internal Trade (DPIIT) and the Ministry of Consumer Affairs said the decision was made after reviewing consumer complaints, safety risks, and evidence that many platforms were unable to consistently meet the 10-minute benchmark, leading to unrealistic expectations and potential hazards on urban roads. Quick commerce outfits have typically used a combination of dark stores (micro-fulfillment hubs) and dense delivery fleets to promise delivery windows ranging from 10 to 30 minutes for groceries and essential items.
According to industry sources and official statements, the government believes branding that emphasizes an ultra-fast “10-minute delivery” as a near-guarantee can be misleading and may not align with consumer protection standards under India’s legal framework. Regulators cited incidents where delivery executives, in an effort to meet exceedingly tight promises, engaged in risky behavior on roads, contributing to traffic violations and safety complaints.
Consumer groups also argued that exaggerated delivery speed claims can create unrealistic expectations. Not all neighborhoods are equally reachable within minutes, and in many cases, congestion, distance, or stock limitations make such timelines impractical. A government spokesperson said the aim was to ensure advertising and marketing remain rooted in achievable service levels, focusing on reliability rather than ultra-fast but inconsistent promises.
Industry Response and Adjusted Messaging
Following the government’s directive, several platforms moved quickly to alter their marketing language. Zepto and Swiggy’s Instamart reportedly agreed to remove explicit references to 10-minute delivery from their advertising and app interfaces, opting for broader terms like “rapid delivery” or “fast delivery depending on location.” Blinkit, one of the earliest adopters of the 10-minute promise, also confirmed compliance with the new guidance while emphasizing its commitment to improving delivery times within safe operational practices.
Executives within the sector acknowledged that while consumers appreciate speed, the emphasis on strict minute-based clocks was overly aggressive and often unachievable in many parts of India. “Speed is important, but so is reliability. It’s better to have accurate expectations than overpromise and underdeliver,” one industry executive said on condition of anonymity.
Platforms are now focusing on regional delivery estimates, typically ranging between 15 to 30 minutes for megacities where logistics density is highest, and slightly longer timelines in suburban and smaller town markets. Analysts say the shift is likely to reduce pressure on delivery staff and align consumer understanding with practical service levels.
Consumer Protection and Fair Competition
Regulators have also highlighted fair competition as a motivating factor. By curbing sensational delivery promises, the government hopes to create a more level playing field for smaller retailers and delivery services that cannot afford the dense infrastructure required to attempt ultra-fast logistics. Critics of the 10-minute model argued that it favored deep-pocketed startups subsidizing delivery costs at unsustainable rates, potentially destabilizing the broader retail ecosystem.
Consumer advocacy groups welcomed the directive, noting that clarity in advertising protects buyers from misleading claims. India’s consumer protection laws require that marketing statements be truthful and substantiated, and the government’s intervention underscores the growing attention being paid to digital commerce and delivery platforms as they expand their reach across urban and rural India.
What This Means for the Quick Commerce Sector
The quick commerce industry, which surged during the pandemic and has continued to grow with increased demand for convenience, may now pivot toward improving efficiency, transparency, and reliability rather than minute-by-minute race claims. Experts believe this could encourage more moderate delivery messaging and help firms adopt safer operational standards, particularly as they scale beyond major metros.
While many consumers enjoyed the novelty of ultra-fast deliveries, the recent regulatory pushback highlights a balancing act between innovation, safety, consumer expectations, and fair market practices. As the sector evolves, analysts say realistic commitments and a focus on broader service quality could foster more sustainable growth.
Visit GPS NEWS HUB