Centre asks Q-commerce platforms to abandon 10-minute delivery promise

The Centre has directed major quick commerce and food delivery platforms—including Blinkit, Zepto, and Swiggy Instamart—to stop mandating and promoting 10-minute delivery timelines. This follows discussions with the Union Labour Ministry amid growing concerns about the impact of aggressive delivery targets on gig workers.

Blinkit has already updated its marketing, shifting from India’s “10-minute delivery” claim to branding itself as India’s “last-minute delivery” app. Media reports indicate that other leading platforms, including Zepto and Swiggy Instamart, have also agreed to remove the “10-minute delivery” claim from their advertisements, branding, and marketing communications. The move reflects a broader willingness among platforms to recalibrate consumer expectations around delivery speed.

Union Labour Minister Mansukh Mandaviya met with representatives from food and grocery delivery apps to discuss the pressures of strict delivery targets on delivery personnel. Moving away from rigid timelines is seen as a step toward easing operational stress on last-mile delivery partners.

The 10-minute delivery model, which promised ultra-fast delivery of groceries, food, and essentials, was a hallmark of India’s quick commerce boom in recent years. Enabled by dense networks of dark stores and rapid fulfilment systems, the model quickly gained popularity in metropolitan markets.

However, the ultra-fast delivery promise has faced increasing scrutiny. Delivery workers and labour groups have raised concerns about safety risks and work-related stress. These issues were highlighted during a nationwide gig workers’ strike on New Year’s Eve, when tens of thousands of workers demanded better pay, social security benefits, and a rethink of speed-driven delivery expectations. Many argued that rigid timelines encourage unsafe driving practices and create excessive operational pressure.

The matter has also been raised in Parliament by AAP MP Raghav Chadha, who highlighted the impact of strict delivery targets on gig workers’ safety and working conditions. Chadha pointed out that time-bound delivery promises can significantly increase accident risks and called for stronger regulatory safeguards to protect worker welfare.

To underline the pressures faced by delivery partners, Chadha recently donned a Blinkit delivery jacket and carried out deliveries himself. Following these developments, Blinkit has stopped promoting 10-minute deliveries, signaling a visible shift in how quick commerce platforms position speed as a service differentiator.