India’s leading quick-commerce platforms, including Blinkit and Zepto, have voluntarily decided to halt 10-minute delivery claims following concerns raised by the Union Labour Ministry over gig worker safety and stressful working conditions.
According to official sources, a meeting was recently held between government representatives and major delivery firms such as Blinkit, Zepto, Zomato, and Swiggy to discuss the impact of ultra-fast delivery timelines on riders. The discussions focused on road safety, work pressure, and the well-being of delivery partners.
Blinkit Removes 10-Minute Promise From Branding
Blinkit has already implemented the change by removing the 10-minute delivery promise from its branding, sources told ANI. Other quick-commerce platforms are expected to follow in the coming days.
As part of the update, Blinkit revised its primary tagline from
“10,000+ products delivered in 10 minutes”
to
“30,000+ products delivered at your doorstep.”
The move is intended to reduce pressure on delivery workers and promote safer working conditions across the sector.
Why the Change Was Made
The decision comes amid growing demands from gig workers and civil society groups for better pay, safer workloads, and improved working conditions. On December 31, a section of delivery partners staged a large strike on New Year’s Eve, highlighting concerns over unrealistic delivery targets and earnings.
While Zomato founder Deepinder Goyal, whose company owns Blinkit, had earlier stated that 10-minute deliveries do not encourage unsafe driving—citing short distances and average riding speeds—the government intervention appears to have prompted a broader rethink across the industry.
Raghav Chadha Welcomes the Move
AAP Rajya Sabha MP Raghav Chadha welcomed the decision, calling it a significant win for delivery partners and public safety.
In a post on X, Chadha said, “Satyamev Jayate. Together, we have won,” and thanked the Central Government for stepping in to address the issue. He noted that visible countdowns and “10-minute” branding place constant and dangerous pressure on riders.
“When ‘10 minutes’ is printed on a rider’s jacket or bag and a ticking timer runs on a customer’s screen, the pressure is real,” Chadha said, adding that the change would help protect both delivery workers and other road users.
He also shared that many gig workers he spoke to over the past few months felt overworked, underpaid, and forced to take risks to meet unrealistic promises.
Push for Stronger Gig Worker Protections
Raghav Chadha has been a vocal advocate for regulating app-based delivery platforms. He has repeatedly called for social security, fair wages, and dignity for gig workers, arguing that stronger safeguards are essential as the quick-commerce sector continues to expand rapidly.
