PTI
New Delhi
Eternal-owned quick-commerce firm Blinkit has dropped its ‘10-minute’ delivery claim after intervention by the Labour Ministry amid growing concerns over the welfare and safety of delivery workers.
Other aggregators, like Zepto and Swiggy-owned Instamart, are also expected to follow suit in the coming days, sources told PTI.
Sources said the decision to remove the ‘10-minute’ delivery deadline came after Union Labour Minister Mansukh Mandaviya persuaded the delivery aggregators in this regard.
Mandaviya chaired a meeting last week with leading platforms, including Blinkit, Zepto, Zomato and Swiggy, to address concerns related to delivery timelines, they added.
Sources further revealed that Blinkit has already acted on the directive and removed the 10-minute delivery promise from its branding. The move is aimed at ensuring greater safety, security and improved working conditions for gig workers.
The company’s principal tagline has been revised from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep,”
they said.
The Gig Workers Association welcomed the decision by quick commerce platforms to roll back the ten-minute delivery promise, saying the move recognises that extreme delivery timelines put unsafe pressure on delivery workers.
In a statement, the association said the ten-minute delivery model forced workers to rush, take risks on the road and work long hours due to constant pressure created by incentives, ratings and order allocation on apps.
The promise of 10-minute delivery led to gig workers holding a nationwide strike on New Year’s Eve in 2025, drawing attention to workers’ health, safety and income.
AAP leader and Rajya Sabha MP Raghav Chadha said he was grateful to the central government for its “timely, decisive and compassionate intervention” in enforcing the removal of 10-minute delivery branding from quick commerce platforms.
“This is a much-needed step because 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. This step will help ensure the safety of the delivery riders and everyone who shares our roads,” Chadha said in a post on X.
Over the past months, the MP said he has spoken to hundreds of delivery partners.
Many are overworked, underpaid and risking their life to fulfil an unrealistic promise, he noted.
“I thank every citizen who stood with us – you stood firmly on the side of human life, safety & dignity. And to every gig worker – you’re not alone, we’re all with you,” Chadha said.
