The rapid growth of quick commerce platforms in India has transformed the grocery shopping experience, providing consumers with the speed and convenience of on-demand deliveries. However, this surge comes with its share of challenges, particularly regarding consumer transparency and safety. A recent initiative by the Indian government underscores the importance of mandatory compliance on digital platforms, particularly in the context of expiry dates for food and grocery items.
The Legal Metrology (Packaged Commodities) Amendment Rules 2017 clearly mandates that digital platforms must display “best before,” “use by,” or expiry dates for food products. Failure to do so has resulted in increased consumer complaints, prompting government action against popular quick commerce platforms like Zomato’s Blinkit and Swiggy Instamart. In contrast, Flipkart’s newly introduced service, Flipkart Minutes, adheres to these regulations by providing expiry information for its products.
These new regulations arise from multiple consumer grievances reported to the National Consumer Helpline (NCH). The primary concern revolves around customers ordering products without knowledge of their expiry status, resulting in dissatisfaction when items are delivered close to or past their expiry dates. An anonymous official highlighted the implications of this situation: “If a consumer orders a 5-kg pack of atta and receives a pack that is due for expiry in the next three-four days, it creates a significant problem. There is no option to return it.”
The Central Consumer Protection Authority (CCPA) has taken notice, promising to investigate the complaints and enforce compliance. This regulatory scrutiny represents a crucial step towards protecting consumer rights and ensuring that quick commerce companies disclose vital product information that impacts food safety and quality.
The importance of expiry dates cannot be understated. For consumers, the “best before” label indicates until when a product retains its quality, while the “use by” date indicates when it is unsafe to consume it. The absence of this information can lead to health risks and consumer distrust. A senior executive in the food industry welcomed government intervention, emphasizing that strict enforcement of these rules will promote fairness and accountability in the sector.
Quick commerce companies must recognize that transparent communication is not just a legal obligation but a vital aspect of building and maintaining consumer trust. Companies that prioritize clear information regarding their products can enhance their market positioning. While Flipkart Minutes has set a precedent for compliance, leading competitors like Blinkit, Zepto, and Swiggy Instamart must promptly adapt and integrate necessary disclosures to avoid regulatory penalties and maintain customer loyalty.
From a market perspective, this situation serves as a cautionary tale for businesses operating in the digital realm. It highlights the necessity for clear, accurate, and comprehensive product information as a means of ensuring consumer safety and satisfaction. Quick commerce businesses can implement several strategies to enhance compliance and foster a transparent shopping environment.
First, businesses should invest in technology that facilitates easy and accurate tracking of product expiry dates. Incorporating a robust inventory management system that automatically updates product information online can significantly reduce the risk of errors and misinformation.
Second, companies need to embed compliance checks within their operational framework. Regular audits should be conducted to ensure that all product listings are up-to-date and in accordance with legal requirements. This proactive approach will help in identifying gaps before they become problematic.
Lastly, educating consumers about the significance of expiry dates and the company’s commitment to these standards can improve brand loyalty. Marketing campaigns that emphasize transparency and consumer safety can resonate deeply with customers, fostering a positive brand image.
In conclusion, the impending crackdown on quick commerce companies for failing to display expiry dates serves as a pertinent reminder for businesses to prioritize consumer safety and transparency. Compliance is not merely a legal obligation but a fundamental element of trust in today’s marketplace. As consumers continue to gravitate toward online shopping solutions, the expectation for accurate product information will only grow stronger. Quick commerce platforms have a pivotal role to play in ensuring that they meet these demands, not only to comply with regulations but also to champion a consumer-centric approach that could define the future of retail.
