10-minute delivery promise dropped as safety takes priority

Bengaluru: In a significant shift aimed at improving road safety, the government has clarified that there is no mandate for e-commerce and quick-commerce platforms to deliver orders within 10 minutes.

Following this, major players such as Blinkit, Zepto and Swiggy Instamart have officially moved away from their aggressive “10-minute delivery” promise, a decision that has found wide acceptance among customers across cities.

For several years, ultra-fast delivery had become a competitive selling point in urban markets. However, concerns were repeatedly raised that such promises put immense pressure on delivery partners, forcing them to speed on congested roads and take risks that could lead to accidents. With safety now taking precedence, platforms have recalibrated delivery timelines, often extending them to 20–30 minutes.

Safety over speed

Customers have largely welcomed the move, stating that waiting a little longer is preferable to endangering lives. Many believe the earlier model encouraged reckless riding, especially in cities like Bengaluru where traffic congestion is already severe. “There is no need for groceries to reach in 10 minutes if it puts someone’s life at risk,” has become a common sentiment.

Bengaluru customers react

Manasa Ramakrishnan, a resident of Bengaluru’s Manyata Tech Park area, said she has no issue if orders take 20–30 minutes to arrive. “Delivering in 10 minutes is extremely stressful for delivery partners. There is always the fear of accidents. No luxury service is worth risking a human life,” she said.

Support from across India

Similar opinions have emerged from Chennai, Kolkata and Delhi. Customers in these cities say there is no urgency that justifies ultra-fast delivery. “If the delivery is reliable and comes within a reasonable time, that is enough. A strict 10-minute deadline is unnecessary,” many users said.

Encouraging planned purchases

Some customers feel the change may also encourage better planning. Janani from Chennai noted, “If something is that urgent, it probably means we didn’t plan well. Removing the 10-minute rule is a sensible and responsible decision by the companies.”

Ground-level challenges remain

Despite widespread customer support, reports suggest that many delivery partners at the ground level are still unclear about the revised guidelines. Some riders continue to feel pressured to deliver as quickly as possible due to ratings and incentives.

Industry observers say companies must clearly communicate the policy change to delivery staff and align performance metrics with safety-first principles.

Overall, the move away from 10-minute delivery marks a broader shift in India’s quick-commerce sector—from speed-at-all-costs to a more balanced model that prioritises human safety and sustainable operations.

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