Mumbai: The move came after Union Labour Minister Mansukh Mandaviya held discussions with leading quick-commerce platforms, including Blinkit, Zepto, Zomato and Swiggy, to address concerns around aggressive delivery timelines. Sources said the minister persuaded aggregators to reconsider branding that could indirectly pressure delivery partners.
Blinkit has already acted on the directive, removing the 10-minute delivery claim from its branding. The company has revised its principal tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep,” signalling a shift in focus from speed to scale and convenience. The decision is aimed at improving safety, security and overall working conditions for gig workers.
The issue gained national attention after gig workers staged a nationwide strike on New Year’s Eve 2025, protesting the health and safety risks associated with fulfilling ultra-fast delivery promises. The protests highlighted concerns that unrealistic timelines were leading to stress, unsafe driving and unstable incomes.
AAP leader and Rajya Sabha MP Raghav Chadha welcomed the government’s intervention, calling it “timely, decisive and compassionate.” In a post on X, Chadha said the constant visibility of “10 minutes” on riders’ uniforms and customer apps created “real, constant, and dangerous” pressure.
“This step will help ensure the safety of delivery riders and everyone who shares our roads,” he said.
Chadha said he had spoken to hundreds of delivery partners over recent months, many of whom were overworked, underpaid and risking their lives to meet unrealistic targets. While reiterating that he was pro-industry and pro-business, he stressed that he would never support practices that endangered workers’ lives. Earlier this week, he also shared a video of himself dressed as a Blinkit delivery agent, delivering orders to spotlight the daily grind faced by gig workers. He had previously raised the issue in the Rajya Sabha during the Winter Session.
The Gig and Platform Service Workers Union (Gig and Platform Service Workers Union) welcomed the decision, calling it an important step toward ensuring the safety, health and dignity of gig workers. The union said it had submitted a demand letter to Mandaviya on December 24, 2025, and filed a complaint with the National Human Rights Commission on January 12, 2026.
However, it cautioned that time-bound targets and algorithm-driven pressures remain widespread across the gig economy, creating conditions that can resemble forced labour. To meet India’s goal of eradicating forced labour by 2030, the union said these practices must be addressed comprehensively.
While Blinkit has removed the 10-minute branding, similar claims were still visible on app stores for Zepto, Swiggy-owned Instamart and BigBasket at the time of reporting.
Responding to the debate, Deepinder Goyal, CEO of Eternal, said the 10-minute promise does not pressure riders or promote unsafe driving, arguing that delivery partners are not shown customer-facing timers and that faster deliveries result from stores being located closer to customers rather than higher speeds on the road.
Blinkit has removed its 10-minute delivery claim following discussions with the Union Labour Minister, shifting focus to safety and convenience. This move comes after nationwide protests by gig workers over unsafe delivery timelines. The decision is seen as a step towards improving working conditions and reducing pressure on delivery partners.