Quick Commerce Apps to Drop 10-Minute Delivery After Labour Ministry Intervention

Blinkit Revises Branding as Zepto, Zomato and Swiggy Agree to End Ultra-Fast Delivery Timelines Following Government Push to Protect Gig Workers’ Safety

In a significant development for gig and platform workers, major quick commerce and food delivery platforms — Blinkit, Zepto, Zomato and Swiggy — have agreed to discontinue the 10-minute delivery branding and practice following an intervention by Union Labour Minister Mansukh Mandaviya, according to government sources.

The decision comes in the wake of sustained protests by gig and platform workers and a one-day nationwide flash strike on December 31, during which workers demanded an end to ultra-fast delivery timelines, citing road accidents, health hazards, and unsafe working conditions.

What Prompted the Government’s Intervention?

Gig and platform workers had submitted a memorandum to the Labour Minister seeking urgent intervention to discontinue 10–20 minute delivery mandates, arguing that such timelines place tremendous physical and mental pressure on delivery partners.

Workers’ unions highlighted that the model encourages dangerous road behaviour, excessive stress, and unsafe working practices, particularly in congested urban environments.

Responding to these concerns, Mr. Mandaviya held a meeting last week with leading delivery aggregators, during which the issue of 10-minute delivery branding and timelines was directly raised.

What Did the Delivery Platforms Tell the Labour Minister?

According to a senior government official, the delivery platforms told the Minister that the 10-minute delivery promise was not achieved by pressuring workers, but through the presence of multiple warehouses and dark stores located close to consumers.

“They told the Minister that it is being made possible through warehouses at various locations and not by putting pressure on workers. Their argument was that they have a large number of warehouses that can ensure quick delivery to consumers,” the official said.

However, despite these assurances, the Labour Minister urged the platforms to stop the 10-minute delivery branding, stressing that workers’ health, safety, and welfare must take precedence.

The platforms subsequently agreed to discontinue the practice, the official added.

What Changes Have Platforms Made So Far?

Following the meeting, Blinkit has already acted on the government’s directive, the Ministry confirmed.

• Blinkit has revised its principal tagline from“10,000+ products delivered in 10 minutes”to“30,000+ products delivered at your doorstep”

Government sources said that other platforms, including Zepto, Zomato and Swiggy, are expected to remove the 10-minute delivery promise from their branding and applications in the coming days.

What Is the Government’s Objective Behind the Move?

According to Ministry sources, the move is aimed at:

• Ensuring greater safety and security for gig workers

• Improving working conditions across platform-based delivery services

• Reducing pressure on delivery partners to meet unrealistic timelines

The intervention reflects the government’s growing focus on regulating platform work practices in the interest of worker welfare.

How Have Workers’ Unions Reacted?

Workers’ unions have welcomed the decision, describing it as a major victory for gig and platform workers.

Indian Federation of App-Based Transport Workers general secretary Shaik Salauddin said the move was a direct outcome of workers’ collective action and government responsiveness.

“The 10-minute delivery model forced delivery partners into dangerous road behaviour, extreme stress, and unsafe working conditions. We welcome and thank Mr. Mandaviya for listening to workers’ voices and intervening decisively in the interest of their safety,” he said.

He added that the Minister’s intervention was a significant and much-needed step to protect the lives and dignity of gig and platform workers.

What Role Did the December 25–31 Protests Play?

Mr. Salauddin pointed out that the decision must be seen in the context of the nationwide flash strike and protests held between December 25 and December 31, during which workers across platforms highlighted:

• Unsafe delivery timelines

• Excessive work pressure

• Lack of adequate safety safeguards

He said the outcome demonstrated that workers’ voices can influence policy when collective action is backed by meaningful government engagement.

What Are Workers Demanding Going Forward?

While welcoming the decision, workers’ unions urged platform companies to go further and:

• Prioritise worker safety over profit-driven delivery timelines

• Engage in meaningful dialogue with workers’ unions

• Involve workers in framing policies that directly impact their lives and livelihoods

• Support broader regulation of platform work practices

Unions stressed that speed of delivery should never come at the cost of human lives.

What Does This Mean for India’s Gig Economy?

The decision to move away from the 10-minute delivery model marks a notable shift in India’s fast-growing quick commerce sector, signalling increased scrutiny of labour practices in platform-based work.

As other aggregators follow Blinkit’s lead, the move could set a precedent for balancing consumer convenience with worker welfare, potentially reshaping how delivery timelines are designed across the industry.