In a significant shift aimed at improving gig worker safety and working conditions, leading quick commerce platforms such as Blinkit and Zepto have voluntarily decided to discontinue their much-publicized 10-minute delivery claims. The move follows concerns raised by Union Labour Minister Mansukh Mandaviya regarding the growing pressure on delivery partners and the risks associated with ultra-fast delivery timelines.
According to sources cited by ANI, discussions were held between government representatives and major app-based delivery companies, including Blinkit, Zepto, Zomato and Swiggy, to address issues related to delivery deadlines, rider stress and overall working conditions. Blinkit has already implemented the change by removing references to 10-minute delivery from its branding, while other platforms are expected to follow suit in the coming days.
Focus on Safety and Better Working Conditions
The decision is being seen as a step towards ensuring greater safety, security and dignity for gig workers, many of whom have complained about unrealistic delivery expectations and high work pressure. Industry sources said the revision in branding and messaging is meant to reduce psychological stress on riders and discourage risky driving behaviour on busy city roads.
Blinkit has reportedly updated its principal tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep,” signaling a clear move away from time-bound delivery promises.
Background of Gig Worker Protests
The development comes amid growing unrest among gig workers across multiple platforms. In recent weeks, delivery partners have been demanding better pay-outs, reasonable delivery timelines and improved social security benefits. A section of gig workers had also observed a strike on December 31, New Year’s Eve, to protest against work pressure and compensation issues.
While Zomato co-founder and CEO Deepinder Goyal had earlier downplayed concerns around 10-minute deliveries, stating that Blinkit riders travel short distances at moderate speeds and are covered by insurance, labour groups and workers maintained that the branding itself created constant pressure to meet unrealistic expectations.
Political Reaction and Public Support
Aam Aadmi Party (AAP) Rajya Sabha MP Raghav Chadha welcomed the move, calling it a “victory for delivery partners and concerned citizens.” In a post on social media platform X, Chadha thanked the Central Government for what he described as a “timely, decisive and compassionate intervention.”
He pointed out that visible countdowns on customer apps and “10-minute” branding on delivery bags and jackets create real and dangerous pressure on riders. Chadha said he had interacted with hundreds of delivery partners who felt overworked, underpaid and compelled to risk their lives to fulfil unrealistic delivery commitments.
Call for Stronger Regulation
Chadha, who has been a vocal advocate for gig worker rights, reiterated the need for comprehensive regulation of app-based delivery platforms. During earlier interventions in Parliament, he had called for social security, fair wages, insurance coverage and legal protections for gig workers, stressing that the rapidly expanding sector must prioritize human life and dignity over speed-driven marketing.
With quick commerce firms now stepping back from ultra-fast delivery promises, the move is being seen as a potential turning point in balancing consumer convenience with worker safety. Observers believe further policy measures and industry reforms may follow as the gig economy continues to evolve in India.
