Quick Commerce: Are 10-Minute Deliveries Really Gone? Reality Check Reveals App Discrepancies

• The central government urged quick commerce companies to drop the mandatory "10-minute delivery" deadline to ensure gig worker safety.
• Following a government meeting, Blinkit announced it was ending its 10-minute delivery deadline, but apps like Blinkit, Zepto, Flipkart Plus, and Amazon Now still show delivery times within 10 minutes.
• Companies clarified that the times shown are ETAs (Estimated Time of Arrival) based on proximity to dark stores, not a guaranteed deadline.
• The change means companies will remove the 10-minute claim from ads and branding, easing pressure on riders and reducing customer expectations for a strict 10-minute delivery.
• While apps still display fast delivery for user engagement, there will be no penalties for delays, aiming for a safer and more balanced delivery system for gig workers.

Why It Matters: Quick commerce apps still show fast delivery ETAs, but the strict 10-minute guarantee is being phased out.