'Much Needed Step': AAP MP Raghav Chadha Thanks Centre After Blinkit Drops '10-Minute Delivery' Tag

Aam Aadmi Party (AAP) MP Raghav Chadha on Tuesday welcomed the removal of the “10-minute delivery” branding by quick-commerce platform Blinkit, calling it a collective victory for delivery riders’ safety and dignity. He thanked the Central Government for what he described as a timely, decisive and compassionate intervention that led to the change.In a post on X shared after the move, Chadha said, “Satyamev Jayate. Together, we have won.”“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,” he said. Chadha argued that such branding creates real and constant pressure on delivery workers. “When ‘10 minutes’

is printed on a rider’s t-shirt/ jacket/ bag and a timer runs on the customer’s screen, the pressure is real, constant, and dangerous,” he added.

According to the MP, the step will help improve road safety not only for delivery partners but also for the general public. “This step will help ensure safety of the delivery riders, and everyone who shares our roads,” he said.Blinkit, owned by Eternal, has removed its long-running “10-minute delivery” claim from its platforms. The company has revised its tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep.” The decision comes amid growing concern over the welfare and working conditions of gig workers.

https://www.youtube.com/watch?v=SwCQ8uUEMIQ

The change followed discussions held by the Union Ministry of Labour with quick-commerce companies to address safety, security and working conditions for delivery partners. Other platforms such as Swiggy and Zepto may also follow suit, reports PTI. Chadha said he had interacted with hundreds of delivery partners over recent months and highlighted the challenges they face. “Over the past months, I have spoken to hundreds of delivery partners. Many are overworked, underpaid and risking their life to fulfil an unrealistic promise,” he said.He also thanked citizens who supported the campaign against ultra-fast delivery claims. “I thank every citizen who stood with us – you stood firmly on the side of human life, safety & dignity,” Chadha said. Addressing gig workers directly, he added, “And to every gig worker – you’re not alone, we’re all with you.”

The issue gained national attention after gig workers staged a nationwide strike on New Year’s Eve in 2025, protesting health risks, safety concerns and income insecurity linked to tight delivery timelines.Earlier, Eternal Group CEO Deepinder Goyal had defended the 10-minute promise, saying it did not pressure riders or encourage unsafe driving. In a post on X, he said delivery partners are not shown customer-facing timers and that faster deliveries are achieved because stores are located closer to customers.Chadha, however, has consistently argued that the branding itself fuels unrealistic expectations and unsafe behaviour. Only a day earlier, he shared a video of himself dressed as a Blinkit delivery agent to experience the job firsthand, reiterating his call for more humane working conditions in India’s fast-growing quick-commerce sector.