Quick Commerce Shifts: Government Curbs 10-Minute Delivery Claims for Worker Safety
Brand Marketing
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Storyboard•14-01-2026, 09:01
Quick Commerce Shifts: Government Curbs 10-Minute Delivery Claims for Worker Safety
- •The Union Ministry of Labour and Employment has directed quick commerce platforms like Blinkit, Instamart, and Zepto to remove explicit 10-minute delivery guarantees from advertisements.
- •The decision aims to improve road safety, reduce work pressure, and ensure better working conditions for gig and platform workers, following protests over demanding delivery targets.
- •Companies are urged to use broader terms like “quick delivery” instead of fixed-time promises, shifting focus from marketing claims to rider safety and fair incentives.
- •Industry experts suggest the change is largely cosmetic, as actual delivery times already vary, and the business model relies on network density rather than rider speed.
- •The move is expected to accelerate investments in backend efficiency and operational discipline, with a focus on reliability and accurate ETAs over symbolic speed benchmarks.
Why It Matters: Government intervention forces quick commerce to drop 10-minute delivery claims, prioritizing worker safety and fair practices.
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