India, Jan. 15 -- In the past few days, there has been a certain elation, and rightly so, as a new government mandate asked India's quick commerce, or Q-commerce platforms, to refrain from making promises about "10-minute delivery" as part of their primary pitch to customers. A big shift. Rightly so, because safety and well-being of delivery partners is paramount. Nothing that we order is worth someone risking their life and well-being over. The guidelines that change the approach to quick-commerce are very welcome indeed. The advisory, issued to curb misleading or aggressive delivery-time claims, does not actually ban fast deliveries.

What it does is far more sensible - there is an attempt to actively discourage platforms from making of...