The “need for speed” in India’s hyper-local delivery scene just hit a major speed bump. As of Friday, January 16, 2026, the era of the “10-minute delivery” is officially over.
Quick-commerce giants like Blinkit, Zepto, and Swiggy Instamart have scrubbed the 10-minute promise from their apps and branding. Or nothing. Let’s be real, the government and the public have finally called time on the “reckless” pressure placed on delivery partners. Those too. Customers from Bengaluru to Delhi are telling researchers they’re perfectly happy to wait 30 minutes if it means a rider doesn’t have to jump a red light.
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The “Quick-Comm” Reset: Field Notes
It’s an ongoing situation where the “luxury” of instant groceries is being balanced with human safety.
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The “Safety First” Shift: Most customers interviewed by HT.com are actually relieved. One 37-year-old pro in Chennai put it bluntly: “If I need something in under 10 minutes, I should have planned better.” The thing is, the “10-minute” tag was always more of a marketing gimmick than a genuine need.
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The “Ground” Reality: And here’s the kicker—while the branding is gone, many riders say they haven’t been told anything has changed. The thing is, the apps still use algorithms that track every second of their journey. Those too.
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The “20-30 Minute” Sweet Spot: Platforms are now pivoting to a “reliable” window rather than a “fast” one. The thing is, users in cities like Kolkata and Mumbai are saying a consistent 30-minute arrival time is better than a frantic, unsafe 10-minute one.
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Government Pressure: This wasn’t just a change of heart by the CEOs. The thing is, multiple state governments and road safety authorities have been breathing down the necks of these companies after a spike in delivery-related accidents.
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Quick Commerce 2.0: The New Delivery Landscape
| Platform | Old Promise | New Focus (2026) | User Sentiment |
| Blinkit | 10 Minutes | “Reliable & Fresh” | 88% Support the move. |
| Zepto | 10 Minutes | “Consistent 15-20 mins” | Happy to wait for safety. |
| Swiggy Instamart | 10-15 Minutes | “Wide Range, Safe Delivery” | Shift toward larger basket sizes. |
| BigBasket Now | 10-20 Minutes | “Quality over Speed” | Leading on “no-rush” incentives. |
And Here’s the Kicker…
Even though the “10-minute” tag is gone, some users who live right next to “Dark Stores” are still getting their milk and bread in 7 minutes. The thing is, the platforms aren’t slowing down the process—they’re just removing the pressure of a ticking clock. Those too.
It’s an ongoing situation where some delivery partners are worried that longer delivery times might mean fewer orders and lower earnings. The thing is, the next big battle for companies like Zepto and Blinkit won’t be about speed; it’ll be about how they treat the “human element” of their logistics.
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