Swiggy and Zepto also remove ’10-minute delivery’ claim: Advertisements changed after government order; Blinkit had removed it a day earlier

Following instructions from the central government, Swiggy and Zepto have removed the ’10-minute delivery’ claim from their platforms. The government has strictly instructed these companies not to make such claims regarding delivery times that put pressure on delivery partners.

Earlier on Tuesday, Blinkit had removed the ’10-minute’ tag from its advertisements and app. Union Labour Minister Mansukh Mandaviya had held a high-level meeting with representatives of quick commerce companies on Tuesday. The meeting discussed the safety of delivery partners and their working conditions.

The government believes that the promise of delivering goods in 10 minutes increases mental pressure on riders, leading to a higher risk of road accidents. The ministry has clearly stated that companies must remove time constraints from their branding.

Companies change their slogans and advertisements

Following the government’s strict stance, companies have started making changes to their apps and social media handles. Blinkit has changed its tagline from ‘10,000+ products in 10 minutes’ to ‘30,000+ products at your doorstep’.

Similarly, Swiggy and Zepto have also removed the 10-minute delivery promise from their platforms and are now focusing on the convenience and variety of their services.

Concerns about rider safety and speeding

The quick commerce sector has faced significant criticism for riders speeding and violating traffic rules in an attempt to meet the 10-minute deadline.

According to data, this competition was leading to increased stress and accidents among riders. Although the companies claimed that they did not show time limits to the riders, the impact of the advertisements on the ground was different.

What will be the impact on the business model? Experts say that removing the 10-minute delivery claim from advertisements doesn’t mean deliveries will be delayed. Companies will still deliver quickly using their dark stores (local warehouses).

According to Karan Taurani of Elara Capital, this change is limited to branding and presentation; there will be no major change in the business model. Companies will now focus on “convenience” and “wider product selection” as their strengths, rather than just speed.