Quick commerce companies in India have agreed to stop the aggressive ’10-minute delivery’ services after an intervention by the Union Labour and Employment Ministry, citing the safety of riders and delivery partners. Major platforms, including Blinkit, Zepto, Swiggy Instamart, and Zomato, have already committed to removing strict time-bound claims from their advertisements, apps, and marketing materials.
Blinkit, which is owned by Zomato, has already removed the ’10-minute delivery’ claims across its platforms. Other companies are expected to follow soon.
#BREAKING
— Nabila Jamal (@nabilajamal_) January 13, 2026
No More 10-Minute Deliveries
The Labour Ministry has asked quick-commerce platforms including Blinkit, Zomato, Swiggy and Zepto to remove strict delivery time promises, citing delivery partners’ safety
After discussions led by Union Minister @mansukhmandviya,… pic.twitter.com/0R9jI7zTAi
It is notable here tha gig workers unions have been protesting against the 10-minute delivery model, citing undue stress and risk on the delivery partners, especially safety of riders who rush through traffic to deliver the goods.
Union Labour and Employment Minister Mansukh Mandaviya reportedly stated during the meeting with the quick commerce company representatives that safety must come before the speed of delivery.
Though the move is seen as a win for India’s nearly 2 million gig delivery workers, its impact on the e-commerce market is yet to be seen.
