New Delhi, January 13, 2026 – The hyper-competitive quick-commerce market in India is undergoing a significant transformation today. Responding to government concerns over rider welfare, Blinkit, Zomato, and Zepto have decided to remove the “10-minute” clock from their user interfaces. This decision marks a shift from “speed-at-all-costs” to a more sustainable operational model.
The government’s intervention focused on the “algorithmic pressure” placed on riders. Officials argued that the 10-minute deadline created an environment where riders felt compelled to take risks to avoid penalties or low ratings. In response, companies have agreed to prioritize rider insurance, safety training, and realistic delivery windows. While this may slightly increase delivery times during peak hours, industry leaders believe it will lead to higher rider retention and reduced legal liabilities in the long run.
