Swiggy, Zepto drop ‘10-minute delivery’ claims after government order

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Synopsis:

India’s top quick commerce players Swiggy and Zepto have removed “10-minute delivery” messaging from their platforms after a government advisory raised safety and feasibility concerns.

Summary

Swiggy Instamart and Zepto, two of India’s largest quick commerce platforms, have pulled down their “10-minute delivery” claims in response to a government advisory issued by the Ministry of Consumer Affairs. The advisory, sent via the Central Consumer Protection Authority (CCPA), urged e-commerce firms to avoid misleading delivery time commitments that could endanger public safety or create unrealistic consumer expectations.

The platforms have since updated their apps and websites. Swiggy now uses phrasing like “lightning-fast delivery,” while Zepto has dropped time-specific messaging altogether. Both companies state that the move is in compliance with regulatory directions and part of a broader commitment to responsible communication.

The government’s concern stemmed from potential road safety risks, especially for gig workers who may feel pressured to meet rigid delivery timelines in urban traffic environments. Authorities clarified that while fast delivery itself isn’t being discouraged, marketing it as a guaranteed timeframe could constitute a violation of consumer protection norms.

The CCPA emphasized that no delivery promise should compromise safety, and platforms must avoid advertising benchmarks that are not universally achievable. In case of continued violations, the advisory notes that action may be taken under the Consumer Protection Act, 2019, including financial penalties or further restrictions.

The development comes amid heightened scrutiny of the quick commerce sector, which has seen explosive growth in India’s metro cities. While consumers have embraced the convenience, regulators are now stepping in to ensure that operational models are safe, transparent, and fair for both consumers and delivery personnel.

This episode may mark the beginning of stricter advertising standards for India’s fast-delivery ecosystem, balancing innovation with accountability.