Quick Commerce Firms May Rethink 10-Minute Delivery Model After Government Push
India’s quick commerce companies, including Blinkit, Zepto, and Swiggy, may be forced to reassess their popular 10-minute delivery model following government intervention over rider safety and working conditions.
According to a report by news agency ANI, Union Labour Minister Mansukh Mandaviya has advised major delivery aggregators to move away from aggressive delivery timelines. The directive reportedly came after discussions with leading quick commerce platforms, where concerns were raised about the pressure such timelines place on gig workers.
Blinkit Removes 10-Minute Delivery Branding
Following the government’s guidance, Blinkit has reportedly removed the 10-minute delivery promise from its branding. The platform has updated its earlier tagline — “10,000+ products delivered in 10 minutes” — to a more neutral message highlighting product range and doorstep delivery.
Sources cited in the report suggested that other quick commerce platforms could make similar changes in the coming days.
When contacted, Blinkit, Swiggy, and Zepto declined to comment. BigBasket stated that it has not received any formal communication from the government regarding the matter.
Gig Worker Unions Welcome the Move
Gig worker unions have welcomed the reported intervention, calling it a positive step toward improving working conditions and road safety.
Shaik Salauddin, founder of the Telangana Gig and Platform Workers Union and co-founder of the Indian Federation of App-Based Transport Workers, said the move reflects the impact of recent protests held by gig workers in December. He added that government involvement could push companies to take worker welfare more seriously.
Similarly, Nirmal Gorana, national coordinator of the Gig and Platform Service Workers Union (GIPSWU), said the union had approached the National Human Rights Commission seeking an end to what it described as unsafe delivery expectations. Gorana also announced plans for further protests, including a nationwide “log-off” strike and a satyagraha later this month.
Analysts Say Business Impact Will Be Limited
Despite support from worker unions and traditional FMCG distributors, industry analysts believe the change may not significantly affect quick commerce businesses.
Karan Taurani, analyst at Elara Securities, said consumer behaviour is unlikely to change due to slightly longer delivery timelines. According to him, quick commerce has become habit-driven, and platforms already possess the infrastructure to deliver quickly in many urban areas, regardless of marketing claims.
Labour Codes Add Pressure on Platforms
The development comes amid the rollout of new labour codes announced by the Union government in November. Under these regulations, digital platforms are required to contribute a portion of their annual turnover toward the welfare of gig and platform workers.
The new framework mandates benefits such as provident fund contributions, health insurance coverage, and social security protections through the Employees’ State Insurance Corporation, increasing compliance requirements for major delivery companies.
What Lies Ahead
While the removal of the 10-minute delivery promise may initially appear symbolic, it signals a broader shift toward balancing speed with worker safety and regulatory compliance. As government oversight increases and labour laws evolve, quick commerce firms may need to rethink how they position rapid delivery without compromising workforce welfare.
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