Archive · 15 Jan 2026
Quick-commerce firms drop 10-minute branding
Quick-commerce companies like Blinkit, Swiggy Instamart, Zepto, Big Basket, and Flipkart Minutes have stopped saying they deliver in 10 minutes.
This change happened after the government asked them to focus on worker safety.
These companies deliver groceries and electronics very quickly, but workers say they still have to deliver fast, which can be dangerous.
The companies say they still want to deliver quickly, but they are not promising a specific time.
Workers are worried about their safety and low pay.
The government is watching to make sure workers are treated fairly and safely.
The companies have not commented on the government's memo or their plans to implement the changes.
Quick-commerce platforms have removed '10-minute' delivery branding following government intervention.
Companies continue to prioritize speed and convenience in their business models.
Workers report concerns over safety, low pay, and rash driving to meet delivery times.
The government has instructed companies to stop promoting '10-minute' deliveries to address worker safety.
Despite the branding shift, the quick-commerce sector remains intense with significant investment in dark store networks.
- Who
- Quick-commerce platforms (Blinkit, Swiggy Instamart, Zepto, Big Basket, Flipkart Minutes) and their delivery workers
- What
- Removal of '10-minute' delivery branding following government intervention
- When
- After a meeting with Union Labour Minister Mansukh Mandaviya on Saturday, 13 January
- Where
- India, specifically Bengaluru and Delhi
- Why
- Concerns over rider safety and labour practices, with fears of rash driving and worker penalties for delays
- Companies Involved
- Blinkit, Swiggy Instamart, Zepto, Big Basket, Flipkart Minutes
- Government Intervention
- Union Labour Minister Mansukh Mandaviya
- Market Value
- $11.5 billion
- Worker Concerns
- Safety, low pay, rash driving
- Business Model
- No material change despite branding tweaks
- Consumer Expectation
- 10-15 minute delivery radius
- Government Directive
- Stop promoting '10-minute' delivery
Sources
Quick-commerce drops ‘10-minute’ tag, but ground reality unchanged
Quick commerce platforms drop 10 minute delivery claims, experts say no change in business model
Swiggy, Flipkart, Zepto Drop ‘10-Minute’ Delivery Tag Following Govt Directive
Curtains on 10-min delivery: Zepto, Swiggy, Flipkart follow Blinkit to drop branding - Telegraph India
Gig Workers Get Relief, but Firms Need To Rethink Biz
Raghav Chadha Celebrates With Gig Workers Over 10-Minute Delivery Halt
Business as usual
No timelines, but same race: Riders say 'app model driven by delivery speed’
No need for 10-minute deliveries? Indians just want their medicines and essentials delivered quickly, finds poll
