India’s quick commerce giants are bidding farewell to the 10-minute delivery promise. Following intervention by Union Labour Minister Mansukh Mandaviya, platforms like Blinkit, Zepto, Zomato, and Swiggy Instamart have removed these high-pressure claims from their ads and branding.
A nationwide gig worker strike on New Year’s Eve 2025 triggered the shift. Delivery partners protested accidents, health risks, and stress from rigid timelines that encouraged unsafe practices. AAP MP Raghav Chadha raised the issue in Parliament, even donning a delivery jacket to highlight their struggles.
High-level meetings between the Labour Ministry and platform leaders prompted quick action. Blinkit led by changing its tagline from “10,000+ products in 10 minutes” to “30,000+ products at your doorstep.” Zepto, Zomato, and Swiggy Instamart followed suit, dropping the promise across marketing.
The 10-minute model boosted urban grocery speed via dark stores but burdened workers with constant pressure from customer countdowns and branded gear. This change prioritizes safety, better conditions, and dignity, echoing long-standing concerns from groups like CAIT on unregulated growth.
Quick delivery remains possible without the fixed badge, balancing business speed and human welfare. Gig unions celebrate it as a major win, while the government’s nudge sets a precedent for India’s expanding gig economy.
