New Delhi | 13 January 2026

India’s quick-commerce sector is witnessing a significant shift as leading platforms including Blinkit and Zepto have begun rolling back their aggressive 10-minute delivery promises, following concerns raised by the Central government over the pressure such timelines place on gig workers. The move comes after a high-level meeting between government representatives and major app-based delivery firms to address issues of worker safety, stress and working conditions.

Sources said the Labour Ministry, led by Mansukh Mandaviya, flagged the risks associated with ultra-fast delivery targets, arguing that they encourage unsafe work environments for delivery partners. In response, companies voluntarily agreed to halt the use of “10-minute delivery” claims in their branding. Blinkit has already implemented the change, removing the promise from its public messaging, while other platforms are expected to follow in the coming days.

As part of the shift, Blinkit has revised its core tagline. The earlier claim of “10,000+ products delivered in 10 minutes” has now been replaced with “30,000+ products delivered at your doorstep,” signalling a move away from speed-centric marketing toward service scale and convenience. The decision is aimed at improving safety, reducing stress on riders and ensuring more sustainable working conditions.

The development follows growing unrest among gig workers, including a strike by sections of delivery partners on December 31, demanding better pay, job security and humane delivery expectations. While Zomato co-founder Deepinder Goyal had earlier defended the 10-minute model—arguing that short delivery distances and moderate speeds ensured safety—the broader debate around pressure and risk continued to gain momentum.

Welcoming the decision, Aam Aadmi Party Rajya Sabha MP Raghav Chadha called it a “victory for delivery partners and citizens.” In a statement on social media, he said the removal of the 10-minute branding would ease the constant psychological pressure on riders created by countdown timers and visible promises. Chadha, a vocal advocate for gig worker rights, said the move was a step toward dignity, safety and fair treatment in a rapidly expanding sector.

With quick commerce continuing to grow across urban India, the change marks a turning point—suggesting that speed may no longer come at the cost of worker well-being, and that the industry is being nudged toward a more balanced and responsible model.

 10-Minute Rush Slows Down: Quick Commerce Giants Rethink Speed Promises

India’s quick commerce sector is stepping back from ultra-fast delivery claims as platforms like Blinkit and Zepto have decided to discontinue the popular “10-minute delivery” promise. The decision follows discussions between the Central government and major delivery companies, where concerns were raised about rising pressure on gig workers and the impact of strict timelines on their safety and mental well-being.

Blinkit has already revised its branding, removing references to 10-minute delivery and shifting focus to a wider product range and doorstep convenience. Other platforms are expected to adopt similar changes soon. The move reflects a growing acknowledgement within the industry that speed-driven marketing can create stressful and risky working conditions for delivery partners.

This shift comes in the backdrop of mounting demands from gig workers for fair pay and humane work environments. Protests and strikes, including one held on New Year’s Eve, highlighted grievances over long hours, low payouts and the constant race against time imposed by ultra-fast delivery targets.

Welcoming the development, AAP Rajya Sabha MP Raghav Chadha termed it a win for delivery partners and public safety. He said removing the 10-minute promise would reduce dangerous pressure on riders and help protect both workers and road users, calling the change a step towards dignity and responsibility in India’s fast-growing gig economy.