India’s fast-growing quick-commerce sector is undergoing a major change after leading delivery platforms Blinkit, Zomato and Zepto began withdrawing their much-promoted 10-minute delivery guarantee. The shift follows strong intervention from the Central Government, which raised concerns about the safety and working conditions of gig workers.
Union Labour Minister Mansukh Mandaviya recently held a high-level meeting with executives from major delivery platforms including Blinkit, Zepto, Zomato and Swiggy. During the discussions, the ministry made it clear that rigid ultra-fast delivery deadlines were putting excessive pressure on delivery partners and forcing them to take unnecessary risks on the road.
Soon after the meeting, Blinkit became the first company to make a visible change. The platform quietly removed the phrase “10,000+ products delivered in 10 minutes” from its branding and replaced it with “30,000+ products delivered at your doorstep.” Other quick-commerce platforms are expected to follow suit in the coming days as they revise their marketing strategies.
For months, the 10-minute delivery race had been used as a competitive tool by app-based delivery companies to attract customers. However, the government believes this model created a dangerous work environment for gig workers, who often ride through traffic, bad weather and long hours to meet app-generated deadlines. Road safety risks, physical exhaustion and mental stress had become common concerns among delivery partners.
The issue was also raised in Parliament, where AAP Rajya Sabha MP Raghav Chadha spoke about the “pain and misery” faced by gig workers. He urged the government to regulate quick-commerce platforms and called for better protection, dignity, fair pay and social security for those working in the sector.
Satyamev Jayate. Together, we have won..
— Raghav Chadha (@raghav_chadha) January 13, 2026
I am deeply grateful to the Central Government for its timely, decisive and compassionate intervention in enforcing the removal of the “10-minute delivery” branding from quick-commerce platforms. This is a much needed step because when…
The timing of the government’s action is significant, as India has recently strengthened legal protection for gig workers. The Code on Social Security, 2020, which came into effect on November 21, 2025, formally recognises gig and platform workers for the first time. The law provides for benefits such as life and disability cover, accident insurance, health and maternity benefits, and old-age protection. It also sets up a Social Security Fund and a National Social Security Board to oversee welfare schemes for gig and platform workers.
For consumers, the removal of the 10-minute delivery promise does not mean slower service, but it signals a shift toward a more responsible and sustainable delivery system. Industry experts say companies will continue to offer fast deliveries, but without forcing workers to meet unrealistic targets.
The move is widely seen as a positive step toward balancing customer convenience with worker safety. By removing the pressure of extreme deadlines, delivery companies can now focus on reliability and fair working conditions, helping to create a healthier future for India’s growing gig economy.