A majority of India’s quick commerce consumers support the government’s move to rein in ultra-fast delivery promises, signalling a shift in consumer sentiment away from speed-at-any-cost models. According to a nationwide survey by LocalCircles, 74% of users support the government advisory asking platforms to remove fixed 10-minute delivery timelines from their marketing, citing concerns around rider safety and road risks.

The Union Labour Ministry, led by Mansukh Mandaviya, has urged leading quick commerce companies to stop advertising fixed “10-minute” delivery promises in their marketing, citing growing concerns that extreme timelines place undue pressure on delivery partners, compromise road safety, and worsen gig worker conditions. Blinkit has already removed its 10-minute delivery tagline from apps and branding, replacing it with more generic messaging about doorstep delivery. Zepto, Swiggy and Zomato are expected to follow suit.

What do the numbers tell?

Out of 49,130 respondents, 17% opposed the move, while 9% were undecided. While consumers continue to value convenience, the findings suggest a clear discomfort with the pressure such timelines place on delivery partners.

Out of 41,324 who responded to the question 62% indicated “yes” to the question whether they want any product delivered within 10 minutes, 38% of quick commerce users said they do not want ultra-fast delivery at all. Only 62% expressed interest in receiving certain items within that time frame.

Among those who still value speed, urgency is highly selective. Out of 25,621 consumers who indicated that they want to continue availing the fast delivery facilities some indicated more than one option. All or 100% indicated “medicines”; 55% indicated “essentials” and 25% indicated “discretionary”.

The survey, which received over 90,000 responses from users across 180 urban districts, reflects a broad demographic spread. Men accounted for 61% of respondents and women 39%, while 49% were from tier-1 cities, 28% from tier-2, and 23% from tier-3 and tier-4 districts.

“Based on what the survey suggests, a large number of consumers clearly support the idea of a fast delivery, however without pushing pressure on the rider and compromising public safety on roads,” the report concluded.