Is 10-minute delivery banned? Experts say no, tagline removal largely optics

Recent reports suggest that quick commerce platforms are stepping back from explicitly marketing '10-minute delivery' timelines. The move is largely optics-driven and unlikely to materially affect business fundamentals, according to Karan Taurani, EVP at Elara Capital.

“The removal of the 10-minute delivery catchline is largely optics-driven rather than business-altering. Quick commerce continues to be anchored in speed, convenience and proximity-led fulfilment, which remains structurally superior to horizontal e-commerce timelines,” Taurani said.

According to Taurani, dropping the tagline does not dilute the core quick commerce proposition. He noted that the '10-minute' claim functioned more as marketing hyperbole than a contractual commitment, unlike historic guarantees such as Domino’s '30 minutes or free.'

Actual delivery timelines, he said, are dynamic and influenced by factors such as dark store distance, traffic, weather and real-time rider availability, with platforms consistently prioritising rider safety over fixed delivery targets.

Platforms are being asked to refrain from projecting delivery timelines as hard promises, rather than altering how the business operates on the ground. Competitive intensity in the segment remains unchanged, he added, with execution, supply chain efficiency and store density likely to separate winners as the channel matures.

Ravi Saxena, Founder and CEO of Wonderchef, echoed Taurani’s view, noting that '10-minute delivery' has often been more of a marketing promise than an operational reality. He explained that fast-moving items like groceries or ready-to-eat food typically take 15–20 minutes to reach customers, while larger or durable items can take around 30 minutes, often dispatched from bigger fulfilment hubs rather than dark stores.

Saxena added that measures improving gig worker safety and reducing overwork should

be welcomed. He emphasised that a small increase in delivery time does not compromise convenience or business outcomes, calling the shift a positive step for the industry.

Government discussions and branding changes

The assessment follows CNBC-TV18 report that Union Labour Minister Mansukh Mandaviya has held meetings with quick commerce and delivery firms over the past month, urging them to discontinue aggressive delivery branding to protect gig workers’ rights.

Also Read: Labour minister nudges quick commerce firms to drop 10-minute delivery branding

“Following the government’s intervention, major delivery aggregators have agreed to remove the 10-minute delivery branding and marketing,” sources told CNBC-TV18.

According to the sources, Mandaviya met leading platforms, including Blinkit, Zepto, Zomato and Swiggy, to address concerns around delivery timelines and their impact on gig workers. The discussions focused on rider safety, working conditions and the pressure created by ultra-fast delivery claims.

As part of this shift, Blinkit has revised its principal tagline from '10,000+ products delivered in 10 minutes' to '30,000+ products delivered at your doorstep.'

With metro markets already exhibiting high awareness and habitual usage, analysts believe the branding reset could prove neutral to positive, shifting the focus from headline speed claims to consistency, safety and operational execution.