On Union Labour Ministry’s intervention, quick commerce platforms to stop 10-minute delivery practice

Daily Update

Workers’ unions welcome the move, claim it as success of December 31 flash strike.

After an interference by Union Labor Minister Mansukh Mandaviya, delivery platforms Blinkit, Zepto, Zomato and Swiggy are learned to have decided to remove the 10-minute delivery system from their applications.

Gig and platform workers had held a one-day strike on December 31 and one of their demands was to end the delivery of items in 10 minutes, citing crashes and health issues. Ministry sources told The Hindu that Blinkit has removed the 10-minute delivery promise from its branding and others are expected to follow suit in the coming days.

E-commerce platforms like Blinkit have been asked to remove 10-minute delivery claims afterUnion Labor Minister Mansukh Mandaviya met representatives of these platforms and told them to prioritize the safety of delivery partners. According to government sources, the minister met executives of several aggregators, including Zomato, Swiggy, Blinkit and Zepto, regarding concerns regarding delivery timelines. The sources have said that Blinkit has revised its tagline from “10,000 plus products delivered in 10 minutes” to “30,000 plus products delivered at your doorstep”.

Major quick commerce platforms in India,

including Blinkit, Zepto, Zomato, and Swiggy, have discontinued their 10-minute delivery service following government interference. The decision was made after concerns were raised about the pressure and stressful working conditions faced by gig workers.

Labor Minister Mansukh Mandaviya allegedly met with company representatives to address these issues, leading to the removal of the 10-minute delivery promise from company branding and applications.

According to Hindustan Times, Blinkit has already updated its principal tagline from “10,000 plus products delivered in 10 minutes” to “30,000 plus products delivered at your doorstep.” Other aggregators are expected to follow this change, which is intended to improve safety and working conditions for gig workers. The move follows a strike by gig workers on December 31, demanding better pay and conditions.

As reported, the government’s directive led to a temporary dip in the share prices of Swiggy and Eternal Limited, which later rebounded. The government’s intervention was prompted by public debate and ongoing discussions regarding the implementation of a new labor code in India. The removal of the 10-minute delivery option is seen as a step towards ensuring the well-being of gig workers.

Union Labor Minister statements have described the previous delivery model as a form of “forced labour,” citing algorithmic management, rigid time targets, and punitive incentive structures. The Gig and Platform Service Workers Union wrote to the National Human Rights Commission, arguing that such practices violate constitutional protections and international labor standards. The union stressed that economic coercion and lack of genuine choice for workers constitute forced labor.

In recent weeks, incidents involving gig workers have underlined the challenges they face on the job. An 18-year-old delivery worker in Delhi was assaulted by a store owner, underscoring the risks and lack of protections for those in the sector. Police are investigating the incident, and the worker’s statement has been recorded as part of the investigation.

Industry sources indicated that the companies’ decision to halt 10-minute delivery was voluntary but followed significant pressure from both the government and labor groups. The revised branding and operational changes are expected to be implemented across all major platforms in the coming days.

Worker representatives have called for further reform as the situation develops,

including better pay, insurance, and transparent performance metrics. The government has stated that it will continue to monitor the sector to ensure compliance with labor standards and worker safety.

Analysis showed that the removal of the 10-minute delivery promise is part of a wider shift in the quick commerce industry, with companies now focusing on sustainable growth and improved worker welfare. The government’s ongoing engagement with both platforms and worker Union Labor Minister is expected to shape future regulations in the sector.

India’s leading quick-commerce platforms have begun doing away with their much-publicised 10-minute delivery promises following sustained intervention by Union Labor and Employment Minister Mansukh Mandaviya, in a move aimed at improving safety and working conditions for gig workers.

Sources said Mandaviya held meetings with major delivery aggregators, including Blinkit, Zepto, Zomato and Swiggy, urging them to remove rigorous delivery deadlines that were seen as encouraging unsafe driving practices and increasing stress on delivery personnel.

Blinkit

Blinkit has already acted on the directive and removed the 10-minute delivery claim from its branding and communications. The company has revised its principal tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep.” Other platforms are expected to follow suit in the coming days.

Officials said the move is intended to ensure greater safety, security, and improved working conditions for gig and platform workers, who have increasingly raised concerns over pressure to meet aggressive deadlines, especially in congested urban centres.

The development comes amid wider government efforts to formalize and protect the growing gig workforce. The Union Labor Minister and Employment has already launched initiatives such as the e-Sharam portal to create a comprehensive national database of unorganized and platform workers, enabling targeted social security and welfare interventions.

Industry executives said while rapid delivery will continue to remain a competitive differentiator, companies are now expected to recalibrate customer expectations and operational practices to prioritise rider safety and regulatory compliance.

The scrapping of the 10-minute deadline marks a significant shift for India’s booming quick-commerce sector, which has relied heavily on ultra-fast delivery as a core marketing pitch to urban consumers.