What is the story about?
India’s leading quick-commerce platforms have begun doing away with their much-publicised 10-minute delivery promises following sustained intervention by Union Labour and Employment Minister Mansukh Mandaviya, in a move aimed at improving safety and working conditions for gig workers.
Sources said Mandaviya held meetings with major delivery aggregators, including Blinkit, Zepto, Zomato and Swiggy, urging them to remove rigid delivery deadlines that were seen as encouraging unsafe driving practices and increasing stress on delivery personnel.
Blinkit has already acted on the directive and removed the 10-minute delivery claim from its branding and communication. The company has revised its principal tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep.” Other platforms are expected to follow suit in the coming days.
Officials said the move is intended to ensure greater safety, security, and improved working conditions for gig and platform workers, who have increasingly raised concerns over pressure to meet aggressive timelines, especially in congested urban centres.
The development comes amid wider government efforts to formalise and protect the growing gig workforce. The Ministry of Labour and Employment has already launched initiatives such as the e-Shram portal to create a comprehensive national database of unorganised and platform workers, enabling targeted social security and welfare interventions.
Industry executives said while rapid delivery will continue to remain a competitive differentiator, companies are now expected to recalibrate customer expectations and operational practices to prioritise rider safety and regulatory compliance.
The scrapping of the 10-minute deadline marks a significant shift for India’s booming quick-commerce sector, which has relied heavily on ultra-fast delivery as a core marketing pitch to urban consumers.
Sources said Mandaviya held meetings with major delivery aggregators, including Blinkit, Zepto, Zomato and Swiggy, urging them to remove rigid delivery deadlines that were seen as encouraging unsafe driving practices and increasing stress on delivery personnel.
Blinkit has already acted on the directive and removed the 10-minute delivery claim from its branding and communication. The company has revised its principal tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep.” Other platforms are expected to follow suit in the coming days.
Officials said the move is intended to ensure greater safety, security, and improved working conditions for gig and platform workers, who have increasingly raised concerns over pressure to meet aggressive timelines, especially in congested urban centres.
The development comes amid wider government efforts to formalise and protect the growing gig workforce. The Ministry of Labour and Employment has already launched initiatives such as the e-Shram portal to create a comprehensive national database of unorganised and platform workers, enabling targeted social security and welfare interventions.
Industry executives said while rapid delivery will continue to remain a competitive differentiator, companies are now expected to recalibrate customer expectations and operational practices to prioritise rider safety and regulatory compliance.
The scrapping of the 10-minute deadline marks a significant shift for India’s booming quick-commerce sector, which has relied heavily on ultra-fast delivery as a core marketing pitch to urban consumers.
