10-minute grocery delivery claims halted as govt raises gig worker safety concerns

India’s leading quick commerce platforms, including Blinkit and Zepto, have decided to stop advertising 10-minute delivery promises, following concerns raised by the government over worker safety and stressful delivery timelines.

The decision comes after a meeting between government representatives and major platforms such as Blinkit, Zepto, Zomato and Swiggy. The discussions focused on the growing pressure faced by gig workers due to ultra-fast delivery targets.

Sources familiar with the development said Blinkit has already removed the 10-minute delivery claim from its branding, and other quick commerce firms are expected to follow in the coming days. The move is aimed at improving working conditions, road safety and overall well-being of delivery partners.

Labour minister Mansukh Mandaviya had earlier flagged concerns that aggressive delivery timelines could encourage unsafe driving practices and increase physical and mental stress for gig workers.

As part of the branding change, Blinkit has reportedly updated its primary tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep”, signalling a shift away from speed-focused messaging.

The development follows mounting demands from gig workers for better pay structures and safer working environments. A section of delivery partners had staged a strike on December 31, raising similar concerns about workload and compensation. Earlier, Deepinder Goyal, co-founder of Zomato, had maintained that the company’s delivery model did not promote unsafe riding, stating that average delivery distances were short and insurance coverage was provided to delivery partners. However, the latest decision suggests a broader industry-wide rethink of ultra-fast delivery claims.

The move marks a significant shift in India’s fast-growing quick commerce sector, as platforms attempt to balance consumer convenience with worker welfare and regulatory scrutiny.