Blinkit, Zepto pull back 10-minute delivery claims after govt intervention

India’s quick-commerce industry is retreating from its most aggressive promise.

Leading platforms including Blinkit and Zepto have begun dropping claims of 10-minute grocery deliveries after the Union labour ministry raised concerns about rider safety and mounting pressure on gig workers, according to people familiar with the discussions.

The move follows a meeting between government representatives and senior executives from platforms such as Blinkit, Zepto, Zomato and Swiggy, where delivery timelines and working conditions were discussed, news agencies reported. Labour minister Mansukh Mandaviya flagged that ultra-fast delivery branding risked encouraging unsafe behaviour and stressful work environments.

Blinkit has already revised its public messaging, sources told ANI, removing references to 10-minute deliveries from its branding. Its main tagline has been changed from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep”. Other platforms are expected to follow in the coming days.

Zepto has also agreed to drop the 10-minute promise from its brand communication, according to people aware of the matter. The companies have described the step as voluntary and aimed at improving safety, security and working conditions for delivery partners.

The shift comes after weeks of rising scrutiny of quick-commerce practices. Sections of gig workers have been demanding higher payouts, clearer protections and more realistic delivery expectations. A strike by delivery workers on December 31 brought fresh attention to the issue, with protesters arguing that compressed timelines intensified pressure on riders, particularly during peak demand periods.

Zomato co-founder and chief executive Deepinder Goyal had earlier defended Blinkit’s operating model, saying the company’s delivery radius was limited and did not incentivise reckless driving. He said riders typically travelled short distances at modest speeds and that the company covered insurance premiums. The government intervention, however, appears to have pushed the sector towards a recalibration of its public claims.

Politicians have welcomed the move. Aam Aadmi Party Rajya Sabha MP Raghav Chadha called the withdrawal of 10-minute branding a victory for delivery partners and public safety. Writing on X, he said countdown timers on customer apps and time-bound messaging on riders’ uniforms created constant and dangerous pressure. Chadha has previously urged Parliament to strengthen social security and safety norms for gig workers.

The episode underscores a broader shift in India’s platform economy, where regulators are paying closer attention to the human cost of growth-at-all-costs models. As quick commerce continues to expand, companies are likely to face increasing pressure to balance speed, scale and worker welfare—without relying on headline-grabbing promises.

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