India’s Quick Commerce Firms Drop ‘10 Minute’ Delivery Claims After Government Push
India’s fast-growing quick commerce sector is undergoing a quiet but significant shift. Leading platforms such as Blinkit, Zepto and Swiggy have begun removing references to “10 minute delivery” from their branding and app interfaces after the Union Labour Ministry asked companies to rethink marketing messages that could encourage unsafe working conditions for delivery riders.
The change became visible on January 14, 2026, when users noticed that the familiar “10 minute delivery” promise had disappeared from major quick commerce apps. While groceries and daily essentials are still being delivered at remarkable speed, companies are no longer highlighting rigid time guarantees in their public messaging.
This move follows weeks of rising pressure from gig workers and government officials who raised concerns that ultra-fast delivery targets were putting riders at risk on India’s already crowded and dangerous roads.
Why the government stepped in
The intervention by the Labour Ministry came after a series of large-scale protests by delivery partners across the country. On December 31, 2025, and again on Christmas Day, more than two lakh riders from platforms including Blinkit, Zepto, Swiggy and Zomato reportedly logged off their apps, demanding better pay, safety, and respect at work.
While these protests were not accompanied by marches or rallies, the absence of riders on peak demand days disrupted services and drew public attention to the pressures faced by gig workers. The strikes highlighted a key issue: fixed and aggressive delivery promises may be indirectly pushing riders to rush, skip traffic rules, and take risks to meet expectations.
In the days that followed, Union Labour Minister Mansukh Mandaviya held meetings with executives from the major platforms. According to officials familiar with the discussions, the minister urged companies to avoid promoting fixed delivery timelines, especially in marketing and advertising, because of the unintended pressure they place on workers.
The government’s concern was not about technology or efficiency, but about how public promises of “10 minute delivery” could translate into real-world stress and unsafe behaviour on the roads.
What has changed on the apps
Blinkit was the first major platform to make its shift visible. The company replaced its earlier line highlighting “10-minute delivery” with a broader focus on the range of products it offers. Other players, including Zepto and Swiggy, soon followed by updating their branding and removing references to ultra-specific delivery times from their apps and promotional material.
The change does not mean deliveries will suddenly become slow. India’s quick commerce industry, valued at around $11.5 billion, is built on dense networks of neighbourhood “dark stores” that allow platforms to fulfil orders quickly because products are stored close to customers.
Industry analysts say speed will remain central to the business model, but companies are now being more cautious about how that speed is advertised.
Karan Taurani, Executive Vice President at Elara Capital, described the move as largely about optics rather than operations. He noted that the sector’s core advantage still lies in convenience, proximity-based fulfilment and rapid service, which remains far quicker than traditional e-commerce.
Blinkit’s parent company has also clarified that there is no change to how the platform actually functions. The adjustment is focused on communication, not on how fast orders are processed.
The reality for delivery riders
On the streets, however, many delivery partners say the change feels more symbolic than practical. Riders continue to complete orders in very short timeframes, often well under ten minutes, because their earnings depend on how many deliveries they can make in a day.
Some delivery agents have said that although the words have disappeared from the app, the expectations remain the same. One rider explained that he still reached customers within minutes, even without a countdown on the screen. Another said that while fast deliveries help increase income, removing the explicit promise might at least reduce pressure on newer workers who feel forced to take risks.
Not all riders are even aware of the branding change yet. For many, the daily routine remains unchanged: pick up the order, ride through traffic, and deliver as quickly as possible.
This highlights a central question: will removing the “10 minute” label lead to safer working conditions, or is it just a marketing shift?
Balancing speed, safety and competition
India’s quick commerce sector is fiercely competitive. Companies are investing heavily in opening more dark stores and expanding coverage to capture a growing urban customer base that values convenience and instant delivery of groceries, snacks and even electronics.
In such an environment, speed has become a key selling point. However, regulators and labour advocates argue that when speed becomes a public guarantee, it can create unrealistic expectations that ripple down to the workers on bikes and scooters.
By asking companies to move away from fixed delivery promises, the government is trying to strike a balance between innovation and worker welfare. Platforms are now expected to focus on service quality and availability rather than a stopwatch.
What comes next
All major quick commerce platforms have reportedly assured the government that they will remove fixed delivery-time guarantees from advertisements and social media promotions. State and central authorities are expected to keep monitoring how these changes are implemented.
For now, customers may still receive their groceries within minutes, but they will see less emphasis on exact delivery times in app banners and marketing campaigns. Whether this leads to meaningful improvements in safety, pay and working conditions for riders will become clearer in the coming months.
As India’s gig economy continues to grow, the shift away from the “10 minute delivery” promise marks an important moment in how technology, regulation and labour rights intersect in the digital marketplace.
