Major quick commerce companies Swiggy and Zepto have officially changed their branding. They stopped promoting their grocery delivery services as a "10-minute" offering. This move follows a direct order from the Indian government.
Government Intervention Sparks Rebranding
The Labour Ministry raised serious concerns during a closed-door meeting last Saturday. Ministry officials met with representatives from Swiggy, Zepto, and Eternal's Blinkit. They instructed the firms to halt all advertising that promised 10-minute deliveries.
Reuters first reported the government directive on Tuesday. The order specifically targeted the promotional language used by these quick commerce platforms. By Wednesday, changes were visible on the companies' official mobile applications.
Safety and Labor Issues Behind the Order
Government action stems from growing worries about rider safety and fair pay. There are widespread fears that the 10-minute promise forces delivery riders to drive recklessly. This puts both riders and the public at significant risk.
Another major concern involves low wages for riders. Reports suggest riders face pay cuts if they fail to complete deliveries within the strict 10-minute window. This creates immense pressure and potentially exploitative working conditions.
The quick commerce sector in India is currently valued at approximately $11.5 billion. This data comes from market intelligence firm Datum Intelligence. The industry has been dogged by these controversies despite its rapid growth.
Industry Response and Market Impact
Karan Taurani, Executive Vice President at Elara Capital, provided expert analysis. He stated the removal of the 10-minute catchline is largely an optics-driven change. It does not fundamentally alter the business model of quick commerce.
"The proposition of quick commerce continues to be anchored in speed, convenience, and proximity-led fulfillment," Taurani explained. "This model remains structurally superior to traditional horizontal e-commerce timelines."
Eternal, the parent company of Blinkit, issued a clarification on Tuesday. The company confirmed there was no change to the underlying business model for its Blinkit platform. The service will continue operating, just without the specific time promise in its branding.
Zepto declined to comment when approached by Reuters. Swiggy did not provide an immediate response to requests for comment on the government order and subsequent rebranding.
Intense Market Competition Continues
Quick-commerce firms in India remain locked in a fierce battle for market dominance. Companies are investing billions to open more dark stores and fulfillment centers. This expansion aims to serve India's growing urban consumer base.
Urban consumers increasingly prefer ultra-fast deliveries for a wide range of products. These include everyday groceries, snacks, and even electronics. The demand for convenience continues to drive the sector's expansion.
The government order represents a significant regulatory shift. It directly addresses the marketing claims that have fueled the rapid growth of this multi-billion dollar industry.
Financial markets reacted to the news with mixed movements. Swiggy's shares recovered some ground after falling as much as 2.6 percent earlier in the trading session. The stock was last recorded down 1.23 percent. Meanwhile, Eternal's stock climbed about 1 percent following its clarification about Blinkit's operations.
