India’s quick-commerce sector is dialing back one of its most aggressive selling points: the promise of 10-minute grocery deliveries.
Major platforms such as Blinkit and Zepto have begun removing ultra-fast delivery claims from their branding following concerns raised by the Union labour ministry over rider safety and the growing pressure on gig workers, according to people familiar with the matter.
The shift comes after a meeting between government officials and senior executives from Blinkit, Zepto, Zomato and Swiggy, where delivery timelines and working conditions were discussed, as reported by news agencies. Labour minister Mansukh Mandaviya cautioned that branding centred on extreme speed could promote unsafe riding practices and create stressful work environments.
Blinkit has already updated its public messaging, sources told ANI, dropping references to 10-minute deliveries. Its 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 make similar changes in the coming days.
Zepto, too, has agreed to remove the 10-minute promise from its brand communication, according to people aware of the discussions. Companies have described the move as voluntary and focused on improving safety, security and working conditions for delivery partners.
The development follows weeks of heightened scrutiny of quick-commerce practices. Sections of gig workers have been demanding better pay, stronger safeguards and more realistic delivery expectations. A strike by delivery workers on December 31 drew fresh attention to the issue, with protesters arguing that compressed timelines significantly increase pressure, especially during peak demand.
Earlier, Zomato co-founder and CEO Deepinder Goyal had defended Blinkit’s model, stating that short delivery radii did not encourage reckless driving and that riders typically travelled limited distances at moderate speeds, with insurance coverage provided. However, the government’s intervention appears to have prompted a broader recalibration of how speed is marketed across the sector.
Political leaders have welcomed the move. Aam Aadmi Party Rajya Sabha MP Raghav Chadha termed the rollback of 10-minute branding a win for delivery workers and public safety, saying countdown timers on apps and time-bound messaging on riders’ uniforms created constant and dangerous pressure. He has previously called for stronger social security and safety norms for gig workers.
The episode highlights a wider shift in India’s platform economy, as regulators increasingly examine the human costs of rapid-growth business models. As quick commerce continues to expand, companies are likely to face growing pressure to strike a balance between speed, scale and worker welfare—without relying on headline-grabbing promises.