India directs quick commerce platforms to end 10-minute delivery branding

The Indian labour ministry has formally requested that quick commerce companies cease the promotion of 10-minute delivery services, citing significant concerns over road safety and the welfare of delivery partners. During a private meeting held on Saturday, government officials expressed alarm regarding rash driving by riders and the low pay structures prevalent across the industry in India IN. The directive marks a significant regulatory intervention in a high-growth sector that has fundamentally reshaped shopping habits for millions of consumers over the past five years.

Following the government request, major platforms have begun removing fast-delivery branding from their mobile applications. Blinkit, an Eternal subsidiary, updated its interface on Tuesday, while Zepto, Swiggy Limited SWIGGY.NS, and Flipkart—a subsidiary of Walmart Inc. WMT—stripped similar promotional messaging by Wednesday. Despite these changes, the $11.5 billion quick commerce sector continues to operate from more than 2,000 neighbourhood warehouses designed for rapid fulfillment.