Blinkit, Zepto, Swiggy Scrap ‘10-Minute Delivery’ After Govt Pushback; Gig Workers Welcome Relief

New Delhi/Mumbai: Quick commerce platforms have rolled back their “10-minute delivery” promise following intervention from the Labour Ministry. Blinkit was the first to drop the branding, with Zepto and Swiggy following suit a day later.

The move comes after gig workers across India staged a nationwide strike on December 31, 2025, demanding safer working conditions and the removal of ultra-fast delivery targets.

Labour Ministry’s Directive

Union Minister Mansukh Mandaviya reportedly instructed quick commerce companies to prioritize worker safety over speed, warning that such marketing claims put riders under undue stress and compromise road safety.

Gig Workers’ Response

Worker associations hailed the decision as a step in the right direction. The Gig Workers Association called for a permanent mechanism to ensure dialogue between workers, companies, and the government.

Shaik Salauddin, cofounder and general secretary of the Indian Federation of App-Based Transport Workers, told The Economic Times:

“Delivery workers are not slaves of algorithms. Unsafe ‘10-minute delivery’ models must end, and regulation is essential to protect gig workers.”

The association highlighted that riders often earn the same pay for multiple deliveries as for a single order, citing one case where a worker received only ₹19.30 for two orders — increasing workload and risk without fair compensation.

Political Reaction

AAP MP Raghav Chadha also welcomed the rollback, stressing that “10-minute” branding on uniforms and apps created constant pressure, leading to stress and dangerous driving. He thanked the Centre for intervening, noting that many delivery partners are overworked, underpaid, and risking their lives to meet unrealistic promises.