A quiet but firm intervention by the government has pushed India’s top quick commerce players to rethink how they market speed. Swiggy and IPO-bound Zepto have removed references to “10-minute” delivery from their platforms, following directions raised during official discussions earlier this month.
According to updates seen on the companies’ apps on 01/14/2026, both firms have changed the branding of their quick commerce services. Sources said the government had asked Swiggy, Zepto, and Eternal-owned Blinkit to stop promoting grocery deliveries as a “10-minute” service.
The issue was raised by the Labour Ministry during a closed-door meeting held on 01/10/2026, where representatives of the 3 companies were asked to reconsider how delivery timelines were advertised. Sources shared details of the discussion with a news agency.
Concerns around rider safety and working conditions have long surrounded the quick commerce sector. Fears of rash driving and penalties linked to delayed deliveries have drawn attention to the industry, which is currently valued at $11.5 billion, according to data from Datum Intelligence.
Industry observers believe the move is more about messaging than operations. “The removal of the 10-minute delivery catchline is largely optics-driven rather than business-altering,” said Karan Taurani, Executive Vice President at Elara Capital. “The proposition of quick commerce continues to be anchored in speed, convenience, and proximity-led fulfilment, which remains structurally superior to horizontal e-commerce timelines,” he added.
Eternal clarified on 01/13/2026 that there is no change in the business model of Blinkit, despite the branding shift. Zepto declined to comment, while Swiggy did not immediately respond to a request from a news agency.
The quick commerce space in India remains highly competitive, with companies investing billions to open more dark stores. Urban consumers continue to favour rapid deliveries for products ranging from groceries to electronics, even as regulators watch the sector closely.
In the stock market, Swiggy’s shares recovered part of their losses after falling as much as 2.6% earlier in the session and were last down 1.23%. Eternal’s shares, meanwhile, rose by about 1%.
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