New Delhi: Top quick commerce companies like Blinkit and Zepto have dropped their much-touted "10-minute delivery" claims. The move comes without the government raised concerns well-nigh the pressure these tight timelines put on gig workers, expressly wordage riders and the risks they squatter on the country's rented roads.
Blinkit has once removed the time-bound branding from its platforms, and others like Zepto, Swiggy and Zomato are expected to follow.
What did government say?
Union Labour Minister Mansukh Mandaviya reportedly held a meeting with leading quick commerce companies to write concerns related to wordage timelines.
He emphasised that safety and well-being of gig workers must come surpassing razzmatazz super-fast services.
Soon after, Blinkit removed the 10-minute promise from its branding and apps. Zepto and other players are expected to follow suit.
What triggered the shift?
The transpiration follows growing pressure from wordage partners and unions, including strikes by gig workers late last month that highlighted tough working conditions. Many riders have complained that strict wordage time targets can push them into unsafe situations on the road.
Officials in the meeting urged platforms to waif rigid timelines and rethink how they present speed promises to customers. The government’s push is part of broader scrutiny of the gig economy and how major tech-driven companies manage wordage staff.
What does this midpoint for customers and workers?
Blinkit's visualization to stop razzmatazz guaranteed 10-minute wordage marks a shift in the quick-commerce landscape. Other players are likely to retread their messaging and wordage estimates in the coming weeks to uncurl with the new guidance.
The visitor has revised it's tagline from "10,000 plus products delivered in 10 minutes" to "30,000 plus products delivered at your doorstep."
For customers, this may midpoint slightly longer wordage times or increasingly flexible wordage windows. For workers, the move is seen as a win by labour advocates, who say it reduces pressure on riders to meet tight deadlines at all costs.
The industry has boomed by promising instant deliveries, but this latest step shows regulators are keen to wastefulness convenience with worker safety.
What did Raghav say?
AAP MP Raghav Chadha on Tuesday shared a post on X and said,"I am tightly grateful to the Central Government for its timely, decisive and understanding intervention in enforcing the removal of the '10-minute delivery' branding from quick-commerce platforms. This is a much needed step considering when '10 minutes' is printed on a rider’s tshirt/ jacket/ bag and a timer runs on the customer’s screen, the pressure is real, constant, and dangerous."
Satyamev Jayate. Together, we have won..
I am tightly grateful to the Central Government for its timely, decisive and understanding intervention in enforcing the removal of the “10-minute delivery” branding from quick-commerce platforms. This is a much needed step considering when…
— Raghav Chadha (@raghav_chadha) January 13, 2026In the recent Parliament session, AAP MP Raghav Chadha had demanded regulations for quick commerce and other app-based wordage and service businesses, emphasising the need for social security benefits for gig workers.
