New Delhi: India’s quick-commerce sector is stepping back from its most aggressive delivery claims, with Blinkit and Zepto removing references to 10-minute grocery deliveries following government intervention over rider safety and working conditions.
The shift comes after a meeting between representatives of the Union labour ministry and senior executives from Blinkit, Zepto, Zomato and Swiggy, where concerns around delivery timelines and pressure on gig workers were discussed. Labour minister Mansukh Mandaviya flagged that ultra-fast delivery branding could encourage unsafe behaviour on the roads and create stressful working conditions for delivery partners.
Blinkit has revised its public messaging, 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”. Zepto has also agreed to drop the 10-minute promise from its brand communication, according to people familiar with the discussions. Other platforms are expected to follow in the coming days.
The companies have described the move as voluntary and focused on improving safety, security and working conditions for delivery partners.
The decision follows weeks of growing 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, 2025, brought renewed 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, stating that the company’s limited delivery radius did not incentivise reckless driving. He said delivery partners typically travelled short distances at modest speeds and that the company covered insurance premiums. He had maintained that speed was driven by proximity to dark stores rather than pressure on riders. The government’s intervention, however, appears to have prompted the sector to reconsider how speed is projected to consumers.
The move has drawn support from labour groups, gig worker unions and road safety advocates, who have long raised concerns about the impact of ultra-fast delivery timelines on working conditions and road safety. Aam Aadmi Party Rajya Sabha MP Raghav Chadha welcomed the decision, calling it a positive step for delivery partners and public safety.
As quick commerce continues to expand across urban India, the sector is expected to face closer regulatory attention on how platforms balance growth, consumer expectations and the welfare of their delivery workforce.
BI Bureau
