Swiggy has stopped promoting its quick commerce offering as a ‘10-minute’ delivery service, following a directive from the Union government asking platforms to remove fixed delivery-time commitments from their branding and marketing, Reuters reported.
In addition to this, Zepto has also removed ’10-minute’ branding to comply with the government’s order.
The government had asked Swiggy, Blinkit, Zepto and other quick commerce players to discontinue the use of ultra-fast delivery claims, amid concerns that such messaging could put undue pressure on delivery workers.
Swiggy’s app no longer highlights ‘10-minute delivery’ as a core promise, even though nothing changes for the users, as the promise is pegged based on the penetration of dark stores and not as additional pressure on the delivery workers. The company has not publicly commented on the change, Reuters said.
Blinkit follows with similar move
Blinkit, owned by Zomato parent Eternal, has also removed references to “10-minute delivery” from its branding. The change was visible on the Blinkit app by Tuesday afternoon.
The decision comes after growing scrutiny of ultra-fast delivery models, particularly around gig worker safety and working conditions. Delivery workers across platforms staged strikes in late December, raising concerns about delivery pressure, earnings and the lack of social security protections.
Government steps in on worker safety concerns
According to sources cited by India Today, Union labour minister Mansukh Mandaviya has been engaging with food delivery and quick commerce companies after worker unions flagged that short delivery timelines could increase risk for riders. The minister held meetings with representatives from Swiggy, Blinkit, Zepto and Zomato, during which platforms were asked to remove fixed delivery-time claims from advertisements, promotional material and social media communication.
The concern, sources said, was that even if companies argue deliveries are enabled by dense store networks and algorithmic routing, publicly advertised time guarantees could translate into real-world pressure on delivery partners.
Companies have assured the government that they will comply with the request, the sources told India Today.
Shift in messaging, not necessarily in speed
“Our 10-minute delivery promise is enabled by the density of stores around your homes. It’s not enabled by asking delivery partners to drive fast. Delivery partners don’t even have a timer on their app to indicate what was the original time promised to the customer was,” Eternal founder Deepinder Goyal had said via post on X(formerly Twitter) on January 1.
Rajya Sabha MP Raghav Chadha welcomed the decision, saying the removal of “10-minute delivery” branding would help ease pressure on delivery workers. He argued that countdown timers and printed delivery promises on rider uniforms created constant stress and risk on the roads.
Industry at an inflexion point
The development comes as quick commerce firms face rising regulatory attention even as they scale rapidly and burn capital to defend market share. While founders have previously defended fast delivery models as a function of system design rather than rider speed.
Swiggy and Zomato Share Price
Swiggy’s share price is down 1.13% during intraday. The stock is down 16.26% in the last 1 month. Furthermore, it is down 25.57% in 2025.
Eternal’s share price is up 0.97% during intraday. The stock remained flat in the last 1 month. However, it is up 27.18% in 2025.