A recent LocalCircles survey of more than 90,000 quick-commerce users across India has revealed that a significant share of consumers do not favour ultra-fast “10-minute delivery” claims promoted by platforms like Blinkit, Swiggy Instamart and Zepto. The results suggest a shift in consumer sentiment toward more balanced delivery expectations that prioritise safety and essentials over extreme speed.
According to the poll, 38% of respondents said they do not want anything delivered within 10 minutes, while 62% said there are some products for which faster delivery is desirable. Among those who still value rapid delivery, 100% cited medicines as the top priority, followed by 55% for essential household items and 25% for discretionary goods.
In addition, the survey found that around 74% of consumers support the government’s directive to curb fixed 10-minute delivery messaging, citing concerns over road safety and delivery partner welfare. Quick-commerce companies have already begun removing the 10-minute promise from branding and marketing materials following a government advisory.
Industry analysts say the findings may encourage platforms to recalibrate their delivery standards, focusing on reliable and safe service rather than headline-grabbing time targets. The trend highlights a growing consumer emphasis on practicality and safety in the fast-evolving quick-commerce sector.
