Following a meeting with Labour Minister Mansukh Mandaviya, Blinkit dropped its “10-minute delivery” branding, while Swiggy, Zomato and Zepto were urged to prioritise worker safety over speed.
BY PC Bureau
New Delhi, January 13, 2026 — The Union Labour Ministry has asked quick-commerce and food delivery platforms to remove time-bound delivery claims such as “10-minute delivery,” citing serious concerns over the safety of delivery partners. The directive followed a meeting between Labour Minister Mansukh Mandaviya and representatives of major aggregators, including Zomato, Swiggy, Blinkit and Zepto.
According to government sources, the minister impressed upon platform executives that aggressive delivery timelines place undue pressure on gig workers and increase the risk of road accidents. In response, Blinkit has already revised its branding, dropping the claim “10,000+ products delivered in 10 minutes” and replacing it with the more neutral “30,000+ products delivered at your doorstep.”
The issue of ultra-fast deliveries has been under intense public scrutiny, with critics arguing that such promises encourage rash driving and unsafe working conditions for delivery personnel. Gig worker unions have repeatedly flagged the risks associated with arbitrary time targets, calling for their removal.
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STORY | Blinkit drops 10-minute delivery claim after Labour Min intervenes; Swiggy, Zepto may follow suit
Eternal-owned quick-commerce firm Blinkit has dropped its ’10-minute’ delivery claim after intervention by the Labour Ministry amid growing concerns over the welfare and… pic.twitter.com/p0s7orqNNH
— Press Trust of India (@PTI_News) January 13, 2026
On December 25, several gig worker unions staged protests demanding better pay, social security benefits and an end to unrealistic delivery deadlines. They also warned of a nationwide strike if their concerns were ignored. In the immediate aftermath, platforms like Swiggy and Zomato increased delivery incentives, though unions cautioned that incentives alone would not address structural safety issues.
The government’s intervention comes amid efforts to extend formal protections to gig and platform workers. The Code on Social Security, 2020 recognises gig workers’ entitlement to social security benefits, and earlier this month the Ministry of Labour and Employment released draft rules for the four labour codes. These include provisions for minimum wages, health and occupational safety, and social security coverage, with the Centre aiming to implement the full set of labour codes from April 1.
AAP MP Raghav Chadha, who has been vocal about gig workers’ rights both inside and outside Parliament, welcomed the move. Calling it a “victory for safety and dignity,” Chadha said removing the 10-minute delivery branding would ease the constant and dangerous pressure faced by riders.
“When ‘10 minutes’ is printed on a rider’s jacket or bag and a timer runs on the customer’s screen, the pressure is real and relentless,” he said. “This decision will help protect delivery partners and everyone who shares the road with them.”
Chadha added that many delivery workers he has interacted with are overworked, underpaid and forced to risk their lives to meet unrealistic promises. “This step shows that human life and safety must come before speed,” he said, thanking citizens who supported the campaign for safer working conditions.
