Popular food delivery app Zomato found itself on the receiving end of public ire on Tuesday after its new promise of "10-minute delivery" seemed to backfire with users and netizens, many of whom pointed out that the new rules were harmful to their delivery partners. It all started after Zomato founder Deepinder Goyal Monday announced the company's plans to start a pilot of 'Zomato Instant' with four stations in Gurugram from next month. Under the initiative, food ordered through Zomato Instant will reach customers in 10 minus or less. Following the announcement, the company has been slammed for implementing rules that may hamper the road safety of its delivery partners.