Blinkit Drops '10-Minute Delivery' Tag After Govt Push; Zepto, Swiggy To Follow

New Delhi: Top quick commerce companies like Blinkit and Zepto have dropped their much-touted "10-minute delivery" claims. The move comes after the government raised concerns about the pressure these tight timelines put on gig workers, especially delivery riders and the risks they face on the country's busy roads.

Blinkit has already removed the time-bound branding from its platforms, and others like Zepto, Swiggy and Zomato are expected to follow. 

What did government say?

Union Labour Minister Mansukh Mandaviya reportedly held a meeting with leading quick commerce companies to address concerns related to delivery timelines.

He emphasised that safety and well-being of gig workers must come before advertising super-fast services. 

Soon after, Blinkit removed the 10-minute promise from its branding and apps. Zepto and other players are expected to follow suit.

What triggered the shift?

The change follows growing pressure from delivery partners and unions, including strikes by gig workers late last month that highlighted tough working conditions. Many riders have complained that strict delivery time targets can push them into unsafe situations on the road. 

Officials in the meeting urged platforms to drop rigid timelines and rethink how they present speed promises to customers. The government’s push is part of broader scrutiny of the gig economy and how major tech-driven companies manage delivery staff.

What does this mean for customers and workers?

Blinkit's decision to stop advertising guaranteed 10-minute delivery marks a shift in the quick-commerce landscape. Other players are likely to adjust their messaging and delivery estimates in the coming weeks to align with the new guidance. 

The company has revised it's tagline from "10,000 plus products delivered in 10 minutes" to "30,000 plus products delivered at your doorstep."

For customers, this may mean slightly longer delivery times or more flexible delivery windows. For workers, the move is seen as a win by labour advocates, who say it reduces pressure on riders to meet tight deadlines at all costs.

The industry has boomed by promising instant deliveries, but this latest step shows regulators are keen to balance convenience with worker safety.

What did Raghav say?

AAP MP Raghav Chadha on Tuesday shared a post on X and said,"I am deeply grateful to the Central Government for its timely, decisive and compassionate intervention in enforcing the removal of the '10-minute delivery' branding from quick-commerce platforms. This is a much needed step because when '10 minutes' is printed on a rider’s tshirt/ jacket/ bag and a timer runs on the customer’s screen, the pressure is real, constant, and dangerous."

Satyamev Jayate. Together, we have won..

I am deeply grateful to the Central Government for its timely, decisive and compassionate intervention in enforcing the removal of the “10-minute delivery” branding from quick-commerce platforms. This is a much needed step because when…

— Raghav Chadha (@raghav_chadha) January 13, 2026

In the recent Parliament session, AAP MP Raghav Chadha had demanded regulations for quick commerce and other app-based delivery and service businesses, emphasising the need for social security benefits for gig workers.