New Delhi: In a significant policy shift, Blinkit, the quick-commerce platform owned by Zomato, has officially removed its ‘10-minute delivery’ promise across all digital and offline channels following a directive from the Union Ministry of Labour and Employment. The move comes after increasing government scrutiny over the safety and well-being of delivery partners in India’s fast-growing gig economy. Effective Tuesday, Blinkit’s website and mobile application now feature a revised tagline that reads: “30,000+ products delivered at your doorstep”, replacing its previous marketing pitch of “10,000+ products delivered in 10 minutes.” According to government officials familiar with the matter, the Labour Ministry convened a high-level meeting with senior representatives from Blinkit, Swiggy, Zepto, and Zomato to discuss the implications of ultra-fast delivery commitments on gig workers’ safety and employment conditions. The discussions were reportedly triggered by widespread concerns over unrealistic timelines forcing delivery executives to take undue risks on the road.
Government Steps In to Curb Unsafe Delivery Practices
Sources within the Labour Ministry told Samachar Post that the decision to intervene stemmed from repeated reports of delivery riders being subjected to excessive pressure to meet tight deadlines. “The Ministry has taken cognizance of complaints regarding unsafe work environments and the mental stress caused by quick-delivery timelines. Companies have been advised to prioritise safety over speed,” a senior official stated. This development comes against the backdrop of growing public debate around labour rights, road safety, and ethical business practices within India’s gig sector. The Ministry has urged quick-commerce companies to ensure that delivery timeframes are realistic and do not jeopardize worker welfare. Officials added that Swiggy Instamart and Zepto have also been asked to review their marketing communication and delivery policies. These platforms are expected to make similar changes to their service guarantees in the coming weeks.
The Ministry’s action follows the nationwide gig workers’ strike during New Year’s Eve 2025, when thousands of delivery personnel across major cities—including Delhi, Mumbai, Bengaluru, and Hyderabad—staged demonstrations against the 10-minute delivery model. Protesters alleged that the practice not only endangered their lives but also reduced their earnings due to increased penalties for delayed deliveries. Videos of riders voicing grievances over low pay, lack of social security, and unrealistic delivery expectations had gone viral on social media, amplifying public pressure on policymakers to act. Following this, the government sought detailed responses from leading quick-commerce platforms on their employment practices and delivery protocols. During the recent meeting, government officials reiterated the need for platform accountability and transparent engagement with gig workers. A source present at the meeting revealed that the Labour Ministry specifically emphasized the importance of aligning company policies with national labour standards and ensuring that delivery executives are not exposed to occupational hazards in the pursuit of “speed-based performance metrics.” The Ministry is also examining the possibility of introducing new regulatory frameworks for gig and platform workers, focusing on safety, fair compensation, and insurance coverage. These measures, officials said, are part of a broader plan to address the structural vulnerabilities within India’s gig workforce—estimated at over 7.5 million workers across various platforms.
The intervention by the Labour Ministry has also drawn attention from the political sphere. During the winter session of Parliament in December, AAP Rajya Sabha MP Raghav Chadha raised concerns over what he described as the “pain and misery” faced by gig workers. Chadha demanded that quick-commerce companies be held accountable for the working conditions of their delivery partners and urged the government to bring them under the ambit of social security laws. Chadha’s remarks reflected a broader sentiment shared across party lines, as several MPs called for tighter regulation of app-based service platforms. He stressed that ultra-fast delivery models often translate into unsafe and exploitative working conditions, arguing that no product delivery should come at the cost of human safety.
Industry Response and Market Implications
Following the government’s directive, Blinkit was the first major player to make the change public by updating its tagline across its app interface, website, and promotional materials. Industry experts say this move could mark a turning point for India’s quick-commerce market, which has been built largely on the promise of instant gratification. Executives familiar with internal discussions said that Blinkit’s management supported the decision, recognizing the growing backlash against “speed over safety” culture. The platform is now expected to adopt a more sustainable delivery framework, focusing on reliability and worker welfare rather than aggressive delivery timelines. A company spokesperson from Blinkit stated, “We remain committed to serving our customers efficiently, but we also believe in ensuring the well-being of our delivery partners. Our revised communication reflects a more balanced approach to delivery services.” Meanwhile, Swiggy and Zepto are reportedly conducting internal assessments of their delivery models. Both companies have been asked by the Ministry to present detailed reports on their driver safety measures, incentive structures, and delivery timelines. Industry analysts predict that a collective shift away from 10-minute delivery claims could lead to standardized delivery expectations across the quick-commerce sector, similar to how food delivery times gradually stabilized after regulatory scrutiny in previous years.
India’s gig economy has experienced unprecedented growth in the past three years, driven by consumer demand for convenience and rapid digital adoption. However, the sector’s expansion has also exposed gaps in labour protection, insurance coverage, and income stability for gig workers. Experts argue that the government’s intervention was long overdue. Labour rights advocates have pointed out that many gig workers operate without fixed wages, medical benefits, or accident coverage, making them vulnerable to exploitation. “The race to deliver faster has created an environment where riders are incentivized to risk their safety,” said a Delhi-based labour economist. With rising competition among platforms to capture consumer attention, the 10-minute delivery model had become a defining feature of quick commerce in India. However, growing criticism from civil society and policymakers has now forced companies to reassess their business priorities.
The Future of Quick Commerce
The shift away from time-bound delivery guarantees could reshape how consumers perceive and use quick-commerce services. Analysts believe that while the removal of the 10-minute claim might reduce the industry’s marketing appeal in the short term, it could enhance brand trust and worker satisfaction in the long run. Consumers, too, appear to be gradually prioritizing ethical practices and fair labour treatment. Surveys conducted by consumer rights groups in late 2025 indicated that over 65% of customers were comfortable with slightly longer delivery times if it ensured rider safety and better service quality. If other major players like Swiggy and Zepto follow Blinkit’s lead, the Indian quick-commerce ecosystem may enter a new phase focused on sustainable delivery standards. This evolution could also encourage smaller startups to adopt transparent and worker-friendly models to remain compliant with potential government regulations. Blinkit’s decision to withdraw its ‘10-minute delivery’ promise marks a pivotal moment for India’s quick-commerce industry. The government’s intervention underscores an urgent need to prioritize worker welfare over marketing-driven timelines. As Swiggy, Zepto, and other players prepare to align their operations with the Labour Ministry’s directives, the industry appears poised for a shift toward responsible growth and ethical delivery practices. The change signifies a broader recalibration in India’s gig economy—one that balances speed with safety, efficiency with empathy, and innovation with integrity.
