Government Pressure Pushes Quick Commerce Platforms to Rethink 10 Minute Delivery Promises

Advertisment


After talks with the authorities, quick commerce platforms such as Blinkit, Zepto, Zomato, and Swiggy have agreed to refrain from advertising “10 Minute Delivery” promises. Labour minister Mansukh Mandaviya expressed his worries regarding the escalating pressure on delivery persons and their hazardous working environments. The meeting focused on delivery timelines and rider safety, as protests and public debate around ultra-fast grocery delivery intensified across India.

Blinkit Changes Branding After Intervention


Blinkit has already removed the 10-minute delivery promise from its branding, according to sources cited by ANI. The platform revised its principal tagline from “10,000 plus products delivered in 10 minutes” to “30,000 plus products delivered at your doorstep.” 

Other quick commerce firms, such as Zepto, are expected to follow. The move aims to reduce unrealistic expectations placed on delivery partners.

Advertisment

Gig Worker Protests and Company Response


The decision follows a December 31 strike by sections of gig workers demanding better pay and working conditions. Zomato co-founder Deepinder Goyal had earlier dismissed concerns, stating Blinkit’s model did not encourage unsafe driving. He noted that riders typically travel two kilometres at an average speed of 16 kmph and added that the company pays insurance premiums for delivery partners.

Raghav Chadha Welcomes Move as Safety Win


Aam Aadmi Party MP Raghav Chadha welcomed the change, calling it a victory for delivery partners and citizens. In a post on X, Chadha wrote, “Satyamev Jayate. Together, we have won.” He warned that visible countdowns and “10 minutes” branding create constant and dangerous pressure. Chadha said many riders were overworked, underpaid, and risking their lives daily.

Conclusion: Shift Signals Maturing Quick Commerce Sector


The 10 Minute Delivery branding rollback, although earlier resistance has been at least a huge quick commerce platform. The change shows the emphasis on regulation and public concern for the safety of gig workers. 

Advertisment

The sector's future sustainability and public trust will be determined by the model of speed encompassed with dignity, protection, and fair pay.