Major Indian quick commerce companies have made a significant branding shift this week. Walmart-owned Flipkart, food delivery giant Swiggy, and IPO-bound Zepto have all removed the "10-minute" delivery promise from their grocery service promotions. This change follows direct government intervention prompted by serious road safety concerns.
Government Intervention Sparks Change
The Ministry of Labour held a private meeting with several companies on Saturday. During this meeting, officials asked these businesses to discontinue their "10-minute" delivery branding. The government expressed specific concerns about rash driving by delivery riders and reports of low pay in the sector. It remains unclear whether companies will face penalties if they fail to comply with this request.
Quick Commerce Market Growth
India's quick commerce sector has experienced explosive growth over the past five years. The market is now estimated to be worth a substantial $11.5 billion. This business model has fundamentally reshaped shopping habits across the country. Consumers now expect ultra-fast delivery of everything from groceries to electronics. However, this rapid expansion has brought increased regulatory scrutiny, particularly around safety issues.
Companies Implement Changes
The branding changes began appearing on company apps throughout the week. Eternal's Blinkit service altered its promotional language on Tuesday. Zepto, Swiggy, and Flipkart followed suit by Wednesday, removing all references to fast-delivery promises from their platforms. Eternal clarified that Blinkit's underlying business model remains unchanged despite the branding adjustment.
Zepto declined to comment on the situation when approached by Reuters. Flipkart and Swiggy did not respond to media queries about the changes. The companies have maintained silence on this regulatory development.
Delivery Speeds Remain Fast
Despite the removal of specific time promises, companies continue to offer rapid delivery services. In at least one Delhi neighborhood, the Blinkit app showed delivery times as quick as eight minutes on Wednesday. This suggests that operational speeds remain largely unaffected by the branding change.
Karan Taurani, Executive Vice President at Elara Capital, provided expert analysis on the situation. He stated, "The removal of the 10-minute delivery catchline is largely optics-driven rather than business-altering." This perspective suggests the change addresses perception more than actual delivery operations.
Industry Infrastructure and Funding
India's quick commerce players operate from an extensive network of neighborhood warehouses. The industry currently utilizes more than 2,000 of these local fulfillment centers across the country. This infrastructure enables the rapid delivery model that has become so popular with consumers.
Swiggy recently secured significant investment to strengthen its position in this competitive market. The company raised $1.11 billion from prominent investors including BlackRock, Temasek, and Fidelity in December. Swiggy announced these funds would bolster cash reserves and support new initiatives in both quick commerce and food delivery.
It's important to note that Swiggy and Eternal also operate substantial food delivery businesses. These services are not built around ultra-fast delivery promises, distinguishing them from their quick commerce grocery operations.
