The Union Ministry of Labour and Employment has directed major quick-commerce platforms to discontinue their “10-minute” delivery promises, citing concerns over gig worker safety and working conditions. The move follows meetings between Labour Minister Mansukh Mandaviya and representatives of top firms including Blinkit, Zepto, Swiggy and Zomato to discuss the impact of ultra-fast delivery timelines on delivery partners.
Blinkit has already removed the “10-minute delivery” tagline from its branding, changing its messaging to longer-form delivery claims. Zepto and Swiggy’s Instamart are expected to follow suit in the coming days as part of the industry response to the government’s guidance.
The directive comes after nationwide gig worker protests and industry scrutiny over the pressures ultra-fast delivery targets can place on riders, including unsafe road behaviour and high stress levels. Worker unions have welcomed the intervention as a step toward better work conditions. Analysts note that while branding changes are underway, the core quick-commerce value proposition of rapid, proximity-based fulfilment is expected to persist, with limited impact on underlying business models.
