Quick commerce platforms such as Blinkit and Zepto have chosen to step back from advertising 10-minute delivery timelines after Labour Minister Mansukh Mandaviya flagged concerns about mounting pressure on gig workers and increasingly stressful working conditions.
According to reports, representatives from the government recently held discussions with major delivery platforms, including Blinkit, Zepto, Zomato, and Swiggy, to review issues linked to tight delivery deadlines. The conversations focused on balancing consumer expectations with worker safety and welfare.
Sources cited by ANI said Blinkit has already implemented changes by removing the 10-minute delivery promise from its branding. Other platforms are expected to make similar adjustments in the coming days. The broader aim of the move is to improve safety, security, and overall working conditions for gig workers.
This decision follows growing pressure from delivery workers and sections of the public who have been calling for fairer pay and better work environments. These demands culminated in a large-scale protest by a section of gig workers on December 31, New Year’s Eve.
As part of its updated approach, Blinkit has revised its core brand message. The company has shifted from promoting “10,000 plus products delivered in 10 minutes” to highlighting “30,000 plus products delivered at your doorstep,” signalling a move away from speed-focused messaging.
Earlier, Deepinder Goyal, co-founder of Zomato, which later acquired Blinkit, had downplayed the New Year’s Eve strike. He had maintained that the 10-minute delivery model did not encourage reckless driving, stating that riders typically travel short distances of around two kilometres at an average speed of 16 kilometres per hour. He also said that the company covers insurance premiums for its delivery partners.
