India Pushes for Removal of 10-Minute Delivery Deadlines

The Indian government is urging quick commerce companies like Blinkit and Swiggy to eliminate their 10-minute delivery promises. This intervention follows growing concerns that these ultra-fast delivery deadlines are negatively impacting the safety and working conditions of gig workers.

Government Intervention and Company Response

Union Labour Minister Mansukh Mandaviya met with representatives from Blinkit, Zepto, Zomato, and Swiggy to discuss these concerns. Following the meeting, Blinkit has already removed the 10-minute delivery assurance from its mobile application branding. An industry executive stated that Swiggy is also initiating the process to remove it, and other aggregators are expected to follow suit.

Blinkit has revised its tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep”.

Worker Safety and Concerns

The government's move is aimed at ensuring greater safety, security, and improved working conditions for gig workers. The Telangana Gig and Platform Workers' Union (TGPWU) and the Indian Federation of App-Based Transport Workers (IFAT) have welcomed the Labour Minister's intervention. Shaik Salauddin, founder president of TGPWU and national general secretary of IFAT, stated that the 10-minute delivery model forced delivery partners into dangerous road behavior, extreme stress, and unsafe working conditions.

In December 2025, thousands of delivery workers held a nationwide strike demanding better pay, safety protection, and social security.

Lack of Enforceable Rules

While companies have begun removing the 10-minute claim from their branding, there is no official order and the government's request is not legally binding. Open issues include binding rules on delivery timelines, rider safety standards, and penalties, plus timing for any rollout.

Reactions and Expert Opinions

Raghav Chadha, a lawmaker from India's Aam Aadmi Party, congratulated delivery riders on the “big victory”. The Confederation of All India Traders (CAIT) National General Secretary, Praveen Khandelwal, described the decision as humane and far-sighted.

Conclusion

India is pushing quick commerce firms to drop their 10-minute delivery promises due to concerns about the safety and working conditions of gig workers. Blinkit has already removed the 10-minute delivery assurance from its branding, and other companies are expected to follow. This move follows a nationwide strike by delivery workers and aims to improve safety and working conditions.