Blinkit, Instamart and Zepto drop 10-minute delivery claims after labour push

Blinkit, Swiggy’s Instamart and Zepto have dropped explicit “10-minute” delivery claims from their branding, including app descriptions on the Google Play Store and Apple App Store.

The changes follow a series of meetings between Union Labour and Employment Minister Mansukh Mandaviya and the quick-commerce platforms, during which the companies were urged to move away from time-bound delivery promises.

Blinkit has replaced its long-standing tagline with a broader positioning that focuses on product range and doorstep delivery rather than speed. Its earlier slogan, “10,000+ products delivered in 10 minutes,” has been changed to “30,000+ products delivered at your doorstep.”

Swiggy’s Instamart has updated its app branding to “Grocery & more”, while Zepto now describes itself as “Grocery in minutes”, avoiding a specific delivery-time commitment.

The shift comes after a sustained push by the Labour Ministry, which raised concerns that strict delivery timelines place excessive pressure on gig workers, forcing riders to rush and potentially compromising their safety on India’s roads.

Officials asked the platforms to rein in aggressive time-based promotions without imposing a formal legal ban, leading to voluntary compliance by the companies.

Labour advocates and unions have welcomed the move, calling it a step towards improved working conditions. They argue that prominently displaying “10 minutes” on delivery bags or app interfaces creates unrealistic customer expectations and heightens stress for delivery partners.

Also Read: Political and industry leaders hail move to end 10-minute delivery branding