Quick Commerce Companies May Abandon 10-Minute Delivery Promise Following Government Intervention

Indian quick commerce companies are facing a potential strategic overhaul of their delivery promises following government intervention and worker unrest. Major players in the sector, including Blinkit, Zepto, Zomato and Swiggy, are reportedly reconsidering their aggressive 10-minute delivery commitments.

Government Intervention Prompts Industry Rethink

Union Labour Minister Mansukh Mandaviya has successfully persuaded major delivery aggregators to remove their 10-minute delivery mandate, according to a report by news agency ANI on Tuesday, 13 January 2026. This intervention represents a significant regulatory response to concerns over the sustainability and worker welfare implications of ultra-fast delivery promises.

Impact on Quick Commerce Operations

The potential abandonment of 10-minute delivery commitments could reshape the competitive landscape of India's quick commerce sector. These companies have built their market positioning around ultra-fast delivery promises, making this a fundamental shift in their operational strategy.

Worker Welfare Concerns

The government's intervention comes amid gig worker strikes, highlighting concerns over the pressure placed on delivery personnel to meet extremely tight delivery windows. The 10-minute delivery model has faced scrutiny over its impact on worker safety and working conditions.

Industry Response

This development marks a significant moment for the quick commerce industry, which has been built around the promise of ultra-fast deliveries. Companies will need to balance customer expectations with regulatory compliance and worker welfare considerations as they reassess their delivery strategies.