Swiggy announced changes to its quick commerce branding, removing references to “10-minute delivery” after a government order. The move aligns with broader industry compliance, prioritizing gig worker safety and reducing pressure on delivery timelines. Other platforms like Blinkit and Zepto are following suit.
India’s quick commerce landscape witnessed a major shift today as Swiggy confirmed it has dropped the “10-minute delivery” branding from its quick commerce operations. The decision follows a government directive issued by Union Labour Minister Mansukh Mandaviya, who urged platforms to stop promoting ultra-fast delivery timelines that compromise rider safety.
Key highlights of the development include:
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Branding change: Swiggy will no longer advertise “10-minute delivery” on its Instamart platform.
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Government intervention: The Labour Ministry emphasized that rigid delivery promises put undue pressure on gig workers, often leading to unsafe practices.
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Industry-wide compliance: Other quick commerce firms including Blinkit, Zepto, and Zomato have also agreed to remove similar branding.
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Worker safety focus: The move comes after gig worker strikes in late December 2025, highlighting concerns over working conditions.
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Operational continuity: While branding changes are implemented, delivery services will continue, albeit without aggressive time-bound commitments.
Analysts note that this regulatory push could reshape India’s quick commerce sector, shifting focus from speed to service quality, product variety, and worker welfare. For consumers, the change may mean slightly longer wait times but safer and more sustainable delivery practices.
Sources: Livemint (livemint.com in Bing), Outlook Business, Economic Times.