Why are quick-commerce apps ditching 10-minute delivery?

India’s quick commerce model is shifting away from the 10-minute delivery promise due to labour pressure, regulation, and profitability concerns. The ten-minute promise mattered more psychologically than operationally, pushing impulsive buying but also creating unsafe expectations for delivery partners. Platforms are now focusing on reliability, assortment, and higher-value categories like electronics, medicines, and personal care. The future of quick commerce will depend less on how fast orders arrive and more on sustainable economics, strong infrastructure, and better treatment of gig workers.