Quick-Commerce Giants Halt 10-Minute Delivery After Government Pressure
In a significant shift for India's fast-growing quick-commerce sector, leading platforms Blinkit, Zomato, and Zepto have officially dropped their ambitious 10-minute delivery deadlines. This move comes directly after the government raised serious concerns about the safety risks and traffic hazards associated with such rapid delivery promises.
Government Intervention Sparks Industry Change
The Ministry of Consumer Affairs stepped in recently, questioning the feasibility and safety of these ultra-fast delivery models. Officials highlighted multiple issues, including reckless driving by delivery personnel racing against the clock, potential compromises on product quality, and increased road accidents in crowded urban areas.
This government scrutiny prompted immediate action from the companies. Blinkit, Zomato, and Zepto, which had heavily marketed their 10-minute services as a key competitive edge, are now revising their delivery timelines. They are focusing instead on more realistic and safer delivery windows.
Industry Response and Future Plans
Company representatives acknowledged the government's concerns. They stated that while speed remains a priority, customer and delivery executive safety is paramount. The platforms are now working on new operational guidelines that balance efficiency with responsible practices.
This development marks a pivotal moment for India's quick-commerce industry, valued at billions of dollars and expanding rapidly in major cities. The sector faces the challenge of maintaining growth while addressing regulatory and public safety expectations.
Consumers can expect to see updated delivery promises from these services soon, likely extending to 15-30 minute slots in many areas. The companies emphasize that this adjustment will not affect the reliability or range of their offerings.
