74% of delivery app users back govt move to restrict 10-minute delivery models: LocalCircles

Hyderabad: The Union Labour Ministry, led by Mansukh Mandaviya, has urged leading quick commerce companies to stop advertising fixed ‘10-minute’ delivery promises in their marketing, citing growing concerns that extreme timelines place undue pressure on delivery partners, compromise road safety and worsen gig worker conditions.

Following government discussions and mounting pressure from gig worker unions (who staged strikes in late December over pay and safety issues), Blinkit has already removed its 10-minute delivery tagline from apps and branding, replacing it with more generic messaging about doorstep delivery.

Zepto, Swiggy and Zomato are expected to follow suit. While the move does not totally ban super-fast commerce logistics, it marks a watershed moment for India’s booming quick commerce market, as regulatory focus intensifies on labour standards alongside innovation and growth.

Experts suggest this shift won’t derail the quick commerce model but will likely redefine consumer expectations and encourage platforms to balance speed with safety and labour welfare.

74% of delivery app consumers support stopping 10-minute delivery model

In a survey by LocalCircles, as many as 74 per cent of respondents agreed with the government’s decision to remove the 10-minute delivery deadlines.

It must be noted here that while consumers enjoy these services, many are concerned about road safety and driver safety as well and believe that the delivery should be pressure-free for the rider.

38% of delivery apps consumers do not want anything within 10 minutes

Similarly, consumers of the quick delivery apps were asked if they specifically needed anything in 10 minutes.

Out of 41,324 who responded to the question, 62 per cent indicated ‘yes’, that some of the products could be delivered within 10 minutes; but 38 per cent of respondents indicated ‘no’, they don’t want any products delivered in such a short period.

Quick delivery can be essential for medicines

Of the consumers who are willing to opt for quick deliveries, most of them indicated that they want to continue availing the fast delivery facilities, mostly for medicines.

In essence, of those consumers who want a 10-minute delivery service, it matters most for medicine delivery, followed by essentials.

Hence, the data from survey by LocalCircles raises the question: Unless it is a lifesaving drug/medicine, why are quick commerce platforms pushing the riders to deliver the order in 10 minutes when most consumers can afford to wait for an extra 10-15 minutes for delivery of most other products, especially when it puts undue pressure on the rider and puts their life in danger?

Extent of survey

The survey received over 90,000 responses from quick commerce consumers located in 180 districts of urban India; 61 per cent of respondents were men, while 39 per cent of respondents were women, 49 per cent of respondents were from tier 1, 28 per cent from tier 2 and 23 per cent of respondents were from tier 3 & 4 districts.