Quick-commerce platform Blinkit has removed references to “10-minute delivery” from its branding and public communication, signalling a shift in how instant delivery services are positioning their offerings, according to a PTI report.
The move has triggered expectations within the industry that other major players, including Swiggy and Zepto, may also reassess similar delivery-time claims in the near future, PTI reported, citing industry executives and analysts.
Blinkit had previously promoted ultra-fast delivery timelines as a key differentiator in the competitive quick-commerce segment. The removal of the claim comes amid growing scrutiny of delivery promises, particularly around rider safety, operational feasibility and cost sustainability.
According to PTI, industry observers say companies are increasingly shifting focus from aggressive time-based assurances to broader metrics such as service reliability, product availability and customer experience. Executives cited in the report noted that fixed delivery guarantees can be difficult to maintain consistently across locations, peak demand periods and varying traffic conditions.
The quick-commerce sector has expanded rapidly in recent years, with platforms racing to scale dark-store networks and optimise logistics to meet consumer demand for convenience. However, the emphasis on speed has also drawn regulatory and public attention to working conditions for delivery personnel.
While Swiggy and Zepto have not formally announced changes to their delivery-time messaging, PTI reported that similar recalibrations are being discussed within the industry as companies seek to balance growth with operational discipline.
The report did not indicate whether the change in messaging would affect service-level commitments offered to customers or alter existing delivery timelines on apps. No regulatory directive mandating such changes was cited.