In a significant regulatory move, India’s labor ministry has directed leading quick commerce platforms Blinkit, Zepto, and Swiggy to cease marketing their services as ’10-minute delivery’ offerings. The directive emerged from a confidential meeting held on Saturday between ministry officials and company representatives, signaling increased governmental scrutiny over the rapidly expanding sector.
The $11.5 billion quick commerce industry, which has revolutionized urban shopping patterns across India, faces mounting concerns regarding rider safety and working conditions. Industry observers note that the pressure to meet aggressive delivery timelines has raised alarms about potential traffic violations and inadequate compensation for delivery personnel who fail to meet the stringent time targets.
While Blinkit has already modified its branding from ‘Grocery in 10 minutes’ to the more ambiguous ‘Groceries & more,’ competitors Zepto and Swiggy’s Instamart continued promoting their 10-minute service capabilities on major app marketplaces as of Tuesday. The sector has attracted substantial investor interest, with Swiggy securing $1.11 billion in funding from prominent institutions including BlackRock, Temasek, and Fidelity just last December.
None of the involved companies provided official comments regarding the ministry’s directive, and government officials have not issued public statements. The regulatory intervention highlights the growing tension between technological innovation and workforce protection in India’s rapidly digitalizing economy.