Zepto has officially stopped promoting its quick commerce service as a “10-minute delivery” platform following a government directive. The move, aimed at prioritizing gig worker safety, aligns with similar actions by Blinkit, Swiggy, and Zomato. Operations remain unchanged, but branding now emphasizes convenience and product variety instead of speed.
India’s quick commerce sector has undergone a major shift after the government directed platforms to drop ultra-fast delivery claims. Zepto, one of the leading players, has rebranded its service to move away from the “10-minute” promise, focusing instead on reliability, product range, and customer convenience. The decision follows concerns that aggressive delivery timelines put undue pressure on gig workers, raising safety and welfare issues.
Key highlights from the announcement include
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Zepto has removed “10-minute delivery” branding from its app and marketing.
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The change comes after a directive from Union Labour Minister Mansukh Mandaviya.
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Other platforms including Blinkit, Swiggy Instamart, and Zomato have also complied.
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Government intervention was prompted by worker safety concerns and gig worker strikes.
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Zepto’s operations remain largely unchanged, with deliveries continuing at competitive timelines.
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New branding emphasizes convenience, product variety, and customer satisfaction over speed.
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Industry experts note this marks a shift in quick commerce positioning, balancing growth with responsibility.
The move underscores the government’s push for safer working conditions in India’s booming gig economy. For Zepto, the rebranding represents an opportunity to strengthen customer trust while maintaining operational efficiency in the highly competitive quick commerce market.
Sources: Outlook Business, Economic Times, MSN News