Quick Commerce: 10-Minute Delivery Promise Fades, Rider Safety Prioritized

• The Centre urged quick commerce companies to drop the mandatory "10-minute delivery" promise to protect gig workers.
• Major platforms like Zomato, Zepto, and Swiggy were involved in discussions regarding rider safety and unrealistic targets.
• Blinkit announced an end to its 10-minute delivery deadline, complying with the government's advisory.
• Despite assurances, apps like Blinkit, Zepto, Flipkart Minutes, and Amazon Now still show estimated delivery times of 7-9 minutes.
• Companies clarify that these are algorithm-based Estimated Time of Arrivals (ETAs), not mandatory targets, and riders won't be penalized for delays.

Why It Matters: Quick commerce shifts from guaranteed 10-minute delivery to estimated times, prioritizing rider safety.