Archive · 23 Jan 2026
Q-Commerce Platforms Drop 10-Minute Delivery Claims
Some delivery apps like Blinkit, Swiggy, and Zepto used to say they could deliver things in just 10 minutes.
But now, they've stopped saying that because the government was worried about the workers who deliver these things.
The workers have to ride fast and work hard to deliver so quickly, which can be unsafe.
Even though the apps have changed what they say, the workers haven't seen any real changes in their jobs yet.
They still have to deliver things quickly, and there haven't been any new rules or instructions from the government to make things safer for them.
Quick-commerce platforms have removed '10-minute delivery' claims from their consumer apps following government intervention.
Delivery partners report no changes in operational timelines, incentives, or rider apps.
Worker unions warn that unsafe work standards persist despite branding changes.
The labour ministry has held talks with platforms but has not issued a formal directive.
Some platforms, like Zepto and Flipkart Minutes, still have references to 10-minute delivery on their websites or LinkedIn pages.
- Who
- Quick-commerce platforms (Blinkit, Swiggy Instamart, Zepto, BigBasket, Flipkart Minutes, Amazon Now) and delivery partners
- What
- Removal of '10-minute delivery' claims from consumer apps, but operational changes yet to be implemented
- When
- After government intervention and a meeting with the Union Labour Minister
- Where
- India
- Why
- Safety concerns related to gig workers and pressure to meet unrealistic delivery times
- Platforms Involved
- Blinkit, Swiggy Instamart, Zepto, BigBasket, Flipkart Minutes, Amazon Now
- Government Intervention
- Union Labour Minister Mansukh Mandaviya held a meeting with q-commerce platforms
- Worker Concerns
- Unsafe and unhealthy work standards due to unrealistic delivery times
- Current Status
- Delivery timelines, incentives, and rider apps remain unchanged
- Formal Directive
- No formal written directive issued by the labour ministry
- Branding Changes
- Swiggy now describes itself as a 'grocery delivery app', Zepto as 'delivered in minutes'