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Blinkit and Zepto ditch the “10-minute delivery” promise after safety concerns for gig workers. Is this the end of ultra-fast grocery deliveries, and how will it change India’s quick-commerce race?
Road safety is often disregarded in the rush to meet delivery deadlines.
New Delhi: Quick commerce platforms, including Blinkit and Zepto, have voluntarily decided to remove claims of delivering groceries in 10 minutes, following concerns raised by Labour Minister Mansukh Mandaviya about mounting pressure on gig workers and unsafe working conditions.
The move comes after months of protests, including a major strike by delivery workers on December 31, 2025, demanding better pay, working conditions, and limits on ultra-fast delivery timelines.
Blinkit has already revised its branding, changing its tagline from "10,000+ products delivered in 10 minutes" to "30,000+ products delivered at your doorstep," the sources said. Zepto has also agreed to remove the 10-minute promise, and other aggregators like Zomato and Swiggy are expected to follow in the coming days.
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A meeting was reportedly held between the government and leading quick-commerce firms to address concerns related to delivery timelines, worker safety, and overall operational practices.
The shift aims to reduce pressure on gig workers, enhance safety standards, and improve working conditions. The Supreme Court and government officials had noted the risks associated with ultra-fast delivery commitments, particularly the mental and physical strain on delivery riders.
Zomato co-founder Deepinder Goyal, whose company acquired Blinkit, had earlier argued that Blinkit’s 10-minute delivery mandate does not encourage unsafe driving, stating that riders typically travel just 2 kilometers at 16 kmph, and that insurance premiums are provided.
AAP Rajya Sabha MP Raghav Chadha welcomed the move, calling it a victory for delivery workers and public safety. In a post on X, he said the 10-minute promise created “real, constant, and dangerous” pressure on riders, and praised citizens who campaigned for safer delivery practices.
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Chadha emphasized that the change would protect both delivery partners and road users, adding, “You’re not alone, we’re all with you,” while urging stricter regulations for the fast-growing quick-commerce sector.
The decision marks a significant shift in the quick-commerce industry, highlighting the need for balancing speed with human safety, dignity, and fair labor practices. Observers note that this may set a precedent for better regulation and social security measures for gig workers across India.
