The Centre has asked leading quick commerce and food delivery platforms, including Blinkit, Zepto and Swiggy Instamart, to stop mandating and promoting 10-minute delivery timelines. The direction followed discussions with the Union Labour Ministry amid concerns about the impact of strict delivery targets on gig workers.
Blinkit has already changed its marketing from India's 10-min delivery to India's last-min delivery app.
According to media reports, platforms such as Zepto and Swiggy Instamart have also agreed that the '10-minute delivery' claim should be removed from advertisements, branding and marketing communication. The move indicates a shift in how delivery timelines are presented to consumers.
Union Labour Minister Mansukh Mandaviya discussed issues related to delivery time targets and their effect on delivery personnel with representatives of food and grocery delivery applications. The decision to move away from fixed timelines is aimed at reducing pressure on last-mile delivery partners.
The 10-minute delivery model, focused on fast delivery of groceries, food and essentials, expanded with the growth of quick commerce in urban markets. The model relied on dark stores and rapid fulfilment systems.
Concerns have been raised by delivery workers and labour groups about safety and work-related stress linked to time-bound delivery targets. These issues were highlighted during a nationwide gig workers’ strike on New Year’s Eve, when workers called for better pay, social security benefits and changes to delivery expectations. Workers have stated that rigid timelines encourage unsafe driving practices and increase operational pressure.
The matter was also raised in Parliament by AAP MP Raghav Chadha, who drew attention to the effect of delivery targets on the safety and working conditions of gig workers. He said time-bound delivery promises could increase accident risks and called for regulatory safeguards to protect worker welfare.
Recently, Chadha wore a Blinkit delivery partner jacket and undertook deliveries to demonstrate the conditions faced by gig workers. Following these developments, Blinkit has stopped promoting 10-minute delivery in its marketing.
