In a significant development for India’s gig economy, leading quick-commerce platforms including Blinkit and Zepto have voluntarily halted their claims of delivering groceries in 10 minutes. The move comes after concerns were raised by Labour Minister Mansukh Mandaviya about the high-pressure work environment faced by delivery workers, and following widespread demands from gig workers for better pay and safer working conditions.

Government Engagement and Industry Response

Sources cited by ANI news agency indicate that a meeting was held between government representatives and executives from major delivery platforms such as Blinkit, Zepto, Zomato, and Swiggy to address the growing concerns surrounding delivery timelines. The discussion focused on the need to ensure safety, reduce undue stress, and improve overall working conditions for delivery partners who were under immense pressure to meet ultra-fast delivery promises.

Following the meeting, Blinkit updated its brand messaging, replacing the tagline “10,000 plus products delivered in 10 minutes” with “30,000 plus products delivered at your doorstep.” This adjustment reflects a shift away from prioritizing unrealistic speed metrics toward a safer and more sustainable operational model. Other platforms are expected to implement similar changes in the coming days.

Gig Worker Protests and Industry Criticism

The decision follows multiple protests and strikes by delivery workers demanding fairer treatment and better compensation. Notably, on December 31, New Year’s Eve, a significant number of gig workers went on strike, highlighting unsafe working conditions caused by the pressure to maintain the 10-minute delivery promise.

Despite the protests, Blinkit co-founder Deepinder Goyal initially defended the 10-minute delivery model, claiming that it did not encourage unsafe driving. He argued that riders generally travel only around two kilometers at an average speed of 16 kmph and that the company covers insurance premiums for its delivery partners. Nonetheless, the move to halt ultra-fast delivery claims reflects an acknowledgment that worker safety cannot be compromised for branding purposes.

Political Response and Advocacy

Raghav Chadha, Rajya Sabha MP from the Aam Aadmi Party (AAP), welcomed the change as a victory for both delivery workers and public safety. In a post on X, he lauded the government’s intervention as “timely, decisive and compassionate” and emphasized the dangerous pressure created when customers see a 10-minute countdown while riders rush to meet deadlines. Chadha stressed that the ultra-fast delivery model led to “constant, real, and dangerous” stress for workers, many of whom are overworked, underpaid, and risking their lives to fulfill unrealistic promises.

He also thanked citizens who had supported campaigns advocating for safer working conditions, noting that the collective action demonstrated public concern for human life and dignity. “You’re not alone, we’re all with you,” he told gig workers, reiterating his commitment to addressing their safety, fair pay, and social security.

Broader Implications for the Gig Economy

This development underscores the growing scrutiny on quick-commerce and app-based delivery platforms in India. As the sector continues to expand rapidly, questions about the treatment and rights of delivery workers have become central. Industry observers suggest that this step could set a precedent for broader regulatory measures, encouraging platforms to balance efficiency with the welfare of their workforce.

Chadha has been particularly vocal in Parliament and public forums about the need for comprehensive safeguards for gig workers. He has called for social security, dignified working conditions, protection from exploitation, and fair compensation. The recent government intervention, coupled with the voluntary compliance of major platforms, marks a significant milestone in these ongoing efforts.

Safety and Brand Responsibility

By pausing the 10-minute delivery promise, companies are signaling a shift in priorities, placing worker safety above competitive marketing claims. Experts argue that such ultra-fast delivery expectations not only endanger workers but also increase road safety risks for the general public. The revised messaging allows platforms to continue serving consumers efficiently while mitigating risks associated with rushed deliveries.

This action may also influence consumer perception. With the rapid growth of e-commerce and app-based deliveries, customers have come to expect speed and convenience. However, awareness campaigns highlighting worker safety and sustainable delivery timelines could gradually shift expectations, fostering a more responsible approach to consumption.

Next Steps

While Blinkit has already removed its 10-minute delivery branding, other platforms are expected to follow suit in the coming days, aligning with government directives and public safety considerations. Industry insiders note that the focus will likely move toward realistic delivery commitments, better tracking of worker welfare, and enhanced social security measures.

The government and policymakers are reportedly monitoring the situation to ensure compliance and to prevent any regression that might compromise worker safety. As the gig economy continues to expand, such interventions could pave the way for regulatory frameworks that protect the rights and health of delivery personnel without stifling innovation or consumer access.

This development reflects a broader trend in India and globally, where governments, civil society, and political leaders are increasingly advocating for the rights of gig workers in fast-growing digital economies. The halting of the 10-minute delivery model is being seen as a major win for worker advocacy, consumer safety, and responsible business practices.