Major food delivery platforms have quietly removed their aggressive 10-minute delivery promises from marketing materials, marking a significant shift in strategy following government concerns about rider safety and working conditions. The change affects ultra-fast delivery services from industry leaders Swiggy and Zomato, forcing companies to pivot from speed-focused messaging to execution-driven approaches.

Government Intervention Triggers Policy Shift

The removal of 10-minute delivery propositions from app descriptions and marketing materials came after Union Labour Minister Mansukh Mandaviya urged major hyperlocal platforms to move away from aggressive timelines on 13 January. The minister cited concerns around rider safety and working conditions, prompting immediate changes across the industry.

Swiggy's services Bolt and Snacc, along with Zomato's Blinkit Bistro, had previously promised delivery of limited, high-demand assortments of snacks and beverages from select nearby eateries within 10 minutes. These services targeted quick, impulse-led food orders that bridge the gap between restaurant delivery and quick commerce.

Impact on Customer Acquisition and Marketing

Industry experts warn the messaging change could affect new customer acquisition in the near term. According to Satish Meena, founder of market research firm Datum Intelligence, the absence of clear speed promises could make it harder to attract first-time users, for whom such messaging has historically served as a strong hook.

The advertising impact is already visible, with targeted branding like "10-minute deliveries" typically having strong pull and helping ad creatives perform better. Siddharth Jhawar, country manager at ad-tech firm Moloco, noted there will certainly be a small, short-term impact by simply removing '10 minutes' from messaging, potentially lowering advertisement click-through rates.

Strong User Growth Despite Changes

Despite the messaging shift, both platforms have demonstrated robust user growth in recent quarters. The companies continue to add substantial numbers of monthly transacting users, indicating underlying demand remains strong.

Execution-Focused Strategy Emerges

Companies are now pivoting to execution-driven approaches, focusing on consistently fast deliveries and better assortment curation rather than headline claims. Sandeep Abhange, research analyst at LKP Securities, emphasized that trust and consistency will now matter more than numeric delivery timers.

Platforms are increasingly using order data to identify cuisine gaps and items consumers want quickly but are unavailable nearby. They are addressing supply constraints through cloud kitchens and additional fulfillment points to improve service reliability.

Service Performance and Market Position

Swiggy's Bolt emerged as the company's fastest-scaling initiative within a year of launch, expanding to 700 cities as of November 2025. The service contributes over 10% to Swiggy's overall food delivery orders, with the share expected to rise as availability improves.

Zomato's food delivery business saw net order value grow 16.60% year-on-year in the December quarter, helped by reducing minimum order values for free delivery on Gold orders, leading to higher ordering frequency from budget-conscious customers.

Industry Outlook and Adaptation

While the removal of 10-minute promises is unlikely to materially dent demand, it raises the bar on consistency when new customer additions remain critical for scaling. The market size is expected to catch up in the long run as companies focus on execution excellence over speed promises.

Both platforms continue to innovate with segmented propositions that feel customized to specific consumer need-states. Online food delivery remains one of the more resilient consumption segments, delivering steady growth despite the strategic messaging shift away from aggressive timeline promises.

Swiggy has recorded a significant block trade involving 5 million shares executed at a price of ₹332 per share. This represents a substantial transaction in the food delivery platform's stock.

Block Trade Details

The transaction details highlight the scale of institutional or bulk investor activity in Swiggy's shares:

Understanding Block Trades

Block trades are typically large-volume transactions executed outside the regular market mechanism to minimize impact on stock prices. These trades usually involve institutional investors, mutual funds, or other large stakeholders looking to buy or sell substantial quantities of shares without affecting the stock's market price through regular trading channels.

Market Implications

The execution of such a large block trade indicates significant investor interest in Swiggy's equity. Block trades of this magnitude often reflect strategic decisions by institutional investors or changes in major shareholding patterns. The transaction represents a considerable volume of shares changing hands in a single trade, demonstrating the liquidity available in Swiggy's stock among large investors.