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New Delhi — Zepto Co-Founder and CEO Aadit Palicha has publicly backed the Government of India’s suggestion for quick commerce platforms to remove “10-minute delivery” claims from their branding and advertising, calling the recommendation a fair and constructive move for the industry.
In a social media update, Palicha highlighted a recent meeting with the Union Labour Minister and praised the Ministry’s support for gig economy workers and hyperlocal commerce. He reiterated that Zepto values its collaborations with the government and is **open to further inputs to improve operations for all stakeholders involved.
Rethinking Ultr-Fast Delivery Messaging
The “10-minute delivery” promise — once a key differentiator for quick commerce companies — has faced mounting pressure from policymakers and labour rights advocacy groups. These stakeholders argue that such ultra-fast delivery messaging can contribute to unrealistic expectations and place undue stress on delivery partners.
Acknowledging these concerns, Zepto and several rival platforms have already removed or revised 10-minute delivery claims from their marketing. According to Palicha, the suggestion from the labour ministry was made in “good faith” to help balance growth with worker well-being and safety.
Partnership with Government and Gig Workers
Palicha’s statement stressed Zepto’s belief in a collaborative approach with the government, aimed at fostering inclusive growth and job creation across India’s expanding quick commerce ecosystem.
He noted that Zepto has enabled employment for hundreds of thousands of delivery partners and logistics personnel, contributing to economic mobility and offering stable income opportunities in urban and semi-urban areas. Palicha emphasized that delivery partners are the “soul of the company,” and that Zepto takes pride in the significant payouts and worker-focused initiatives it supports annually.
Industry Impact and Future Dialogue
By supporting the government’s guidance on messaging, Zepto aims to demonstrate its commitment to responsible business practices while maintaining agility in an evolving regulatory landscape.
The company has expressed continued interest in staying open to government inputs and public feedback that can help shape a more sustainable and worker-friendly quick commerce model — ensuring that consumer convenience doesn’t come at the expense of delivery partner welfare.
Source: https://www.businessworld.in/article/zepto-ceo-palicha-call-govt-nudge-to-drop-10-minute-delivery-messaging-fair-590310
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