Centre scraps Blinkit, Zepto, Swiggy, Zomato 10-minute delivery service

Major quick-commerce and food delivery firms including Blinkit, Zepto, Swiggy, and Zomato have agreed to remove the “10-minute delivery” claim from their advertisements and branding, following concerns raised by Union Labour Minister Mansukh Mandaviya over the safety of delivery workers.

The minister held discussions with company officials, urging them to avoid rigid delivery-time promises that could pressure riders and compromise their safety. Aggressive timelines, he noted, risked forcing delivery partners into unsafe conditions on the road.

According to reports, the companies assured the government that they would stop promoting strict delivery commitments across social media, advertising campaigns, and branding materials.

The move comes after a strike by gig workers on December 31, 2025, when delivery partners protested low pay, unsafe working conditions, and intense pressure from strict delivery timelines. Workers had warned that ultra-fast delivery models were pushing them to take risks to meet targets.

Quick-commerce services have expanded rapidly, with Swiggy valued at around $11 billion and Zomato at nearly $28 billion. Many platforms, including Swiggy’s Instamart, Blinkit, and Zepto, had built their branding around ultra-fast deliveries, particularly the 10-minute promise. However, delivery partners argue that such marketing often translates into unsafe and stressful working conditions.

Regulatory oversight of the gig economy is also increasing at the state level. Rajasthan was the first state in 2023 to enact a gig work law, establishing a welfare board, social security fund, and grievance mechanisms. Karnataka and Jharkhand have followed suit, while Telangana is exploring similar legislation.

Despite these challenges, the gig economy has increased workforce participation, particularly among women. In response to public scrutiny, several platforms have introduced benefits such as accident cover and basic health insurance to provide some social protection to delivery partners.