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Following intervention by Union Labour and Employment Minister Mansukh Mandaviya, major aggregators like Blinkit, Zepto, Zomato, and Swiggy have agreed to remove this stressful deadline.
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New Delhi: In a major policy shift in India's rapidly growing quick commerce sector, the central government has directed companies to end the mandatory '10-minute delivery' deadline.
Following intervention by Union Labour and Employment Minister Mansukh Mandaviya, major aggregators like Blinkit, Zepto, Zomato, and Swiggy have agreed to remove this stressful deadline.
This move is directly aimed at improving the safety and working conditions of millions of 'gig workers'.
Government Cracks Down on Quick Commerce: 10-Minute Delivery Deadline Ends, Here's What Companies Have Been Asked to Change
Business Desk, Amar Ujala, New Delhi Published by: Kumar Vivek Updated Tue, 13 Jan 2026 02:49 PM IST
The Indian government has directed quick commerce companies like Blinkit, Zepto, and Swiggy to remove the '10-minute delivery' claim and deadline.
This decision was taken after intervention by Labour Minister Mansukh Mandaviya. The aim is to prioritize the safety of delivery partners and their welfare under the Social Security Code 2020. Let's learn more about this in detail.
No more 10-minute delivery Quick commerce news Gov Decisions on Gig Workers News Labour minister intervenes
In a major policy shift in India's rapidly growing quick commerce sector, the central government has directed companies to end the mandatory '10-minute delivery' deadline.
Following intervention by Union Labour and Employment Minister Mansukh Mandaviya, major aggregators like Blinkit, Zepto, Zomato, and Swiggy have agreed to remove this stressful deadline.
This step is directly aimed at improving the safety and working conditions of millions of 'gig workers'.
What changed after the decision?
The impact of the government's directive is now visible on the ground.
According to sources, Blinkit has removed the '10-minute' promise from its branding. The company has changed its main tagline to "Over 30,000 products delivered to your doorstep," which was previously "Over 10,000 products in 10 minutes."
The main reason behind this policy change is the mental and physical pressure on delivery partners.
There was a heated debate on public platforms that these employees face 'pain and suffering' due to excessive pressure and sometimes adverse weather conditions.
What happened in Parliament regarding the issue of gig workers?
The working methods of quick commerce companies were also questioned in the recent session of Parliament.
Aam Aadmi Party (AAP) Rajya Sabha MP Raghav Chadha emphasized the need for a regulatory framework, demanding fair wages, respect, and security for gig workers.
He argued that app-based delivery businesses should be held accountable for providing social security benefits.
What is the Social Security Code 2020?
To protect the interests of gig and platform workers, the government has also completed its preparations on the legal front:
Social Security Code 2020: This code came into effect on November 21, 2025, and for the first time, it clearly defines 'gig workers' and 'platform workers'.
Welfare Schemes: This code includes social security measures such as life and disability cover, accident insurance, health and maternity benefits, and protection during old age.
Social Security Fund: Provision has been made for the establishment of a dedicated social security fund and a National Social Security Board to finance welfare schemes.
E-Shram Portal: Launched in August 2021 to create a comprehensive database of unorganized and platform workers, this portal will play a central role in registration and benefit distribution.
What is the message for companies in the decision taken on quick commerce? From a business perspective, this decision will force quick commerce companies to rethink their logistics and algorithm strategies.
Until now, speed was their biggest competitive advantage, but now they will have to prioritize safety and sustainability.
The end of the 10-minute delivery race signals a maturation of India's gig economy. This government intervention ensures that the pace of digital innovation does not come at the expense of workers' fundamental rights and safety.
