Branding With 10 Minutes Delivery Stopped After Government Order

In a pivotal move for India's booming quick commerce sector, platforms such as Blinkit and Zepto have scrapped their hallmark 10-minute delivery claims after direct government orders. This decision comes in response to mounting concerns over the safety of delivery riders, who faced immense pressure to meet aggressive timelines amid rising accidents and worker unrest.

The shift marks a significant victory for gig workers, who staged nationwide strikes on key dates like December 25 and 31, 2025, disrupting services during peak holiday periods. Union leaders hailed the change as a step toward humane working conditions, while companies assured compliance by removing time-specific branding from ads, apps, and social media.

Gig Workers' Strike Sparks National Debate

The story begins with frustration on the streets, where thousands of delivery personnel donned helmets and jackets emblazoned with bold "10-minute delivery" logos, only to feel the weight of those promises on their shoulders. Gig workers, numbering around 1.7 lakh in one major strike action, halted operations across major cities, demanding an end to the high-stakes rush that they said led to reckless driving, injuries, and even fatalities.

Union representatives painted a grim picture of the daily grind. Riders spoke of navigating chaotic traffic, dodging potholes, and ignoring traffic signals just to shave off seconds from their routes. The pressure wasn't abstract; it was baked into the system, with apps showing countdown timers to customers and performance metrics tying earnings to speed.

declared Shaik Salauddin, co-founder and national general secretary of the Indian Federation of App-Based Transport Workers. His words captured the raw anger fueling the protests, as workers called for stable payouts, a minimum monthly earning of ₹40,000, and basic social security like insurance.

Delivery workers are not slaves of algorithms. We will not accept unsafe '10-minute delivery' models,

These strikes weren't isolated outbursts. They built on months of grievances, with unions urging platforms to restore earlier payout structures and scrap ultra-fast models. The New Year's Eve action, in particular, hit hard, coinciding with a surge in orders for food, groceries, and essentials, forcing companies to confront the human cost of their growth.

Government Steps In with Firm Directive

Enter the Union Labour Minister Mansukh Mandaviya, whose intervention turned the tide. In a high-level meeting with executives from Blinkit, Zepto, Swiggy Instamart, Zomato, and others, the minister laid down the law: prioritize rider safety over promotional gimmicks. No more advertising fixed delivery times that could endanger lives, he emphasized, sending a clear message that worker welfare trumps business hype.

The government's nudge was both timely and decisive. Officials highlighted how dark stores—compact warehouses stocked for rapid fulfillment—sometimes sat just 200 meters from customers, making sub-10-minute drops feasible in ideal conditions. Yet, companies explained nuances like plotting optimal routes and entry points, but the minister remained unmoved, insisting on broader protections.

Blinkit moved first, quietly revising its tagline from "10,000+ products delivered in 10 minutes" to a more relaxed "30,000+ products delivered at your doorstep." Sources close to the discussions confirmed that other platforms pledged to follow, scrubbing time-bound claims from app stores, websites, and rider gear. This wasn't just a branding tweak; it signaled a potential sector-wide rethink on how quick commerce operates in a country with notoriously unpredictable roads.

posted one advocate on social media, celebrating the outcome as a win for human dignity. He recounted conversations with overworked riders risking everything for unrealistic targets, underscoring the real-world dangers of the old model.

Satyamev Jayate. Together, we have won. I am deeply grateful to the Central Government for its timely, decisive and compassionate intervention,

Implications for Riders, Companies, and Consumers

For delivery partners, the change brings much-needed breathing room. No longer will T-shirts screaming "10 minutes" brand them as speed demons in harm's way. Experts note this could reduce stress-related health issues and accidents, fostering a safer ecosystem. Unions, while welcoming the step, continue pushing for comprehensive reforms, including better pay and welfare nets to formalize gig work.

Companies face a balancing act. Blinkit's CEO defended the model, pointing out that riders don't see customer-facing timers on their apps, suggesting the pressure was more perceptual than direct. Still, with growth fueled by convenience, firms must innovate without the "blink-and-it's-here" allure. Some speculate a pivot to distance-based estimates, like showing nearby dark store locations, could maintain trust while dialing back the urgency.

Consumers, hooked on lightning-fast groceries, might notice slight delays, but the trade-off is ethical. The sector's explosive rise—handling everything from milk to medicines—relied on this edge, but now safety takes precedence. As one observer put it, the government's role ensures platforms evolve responsibly, potentially setting global precedents for gig economy regulations.

echoed Shaik Salauddin, reinforcing that this is just the start of a larger fight for fair treatment.

Our demands are clear. We want the removal of the 10-minute delivery model since it’s leading to accidents, injuries and mental stress,

This episode highlights the tensions in India's gig economy, where millions power the digital marketplace but often at great personal risk. Platforms promised improved conditions, but only time will tell if words turn to action. For now, the 10-minute era is over, replaced by a commitment to deliver without the deadly dash. In summary, gig workers' bold strikes prompted swift government action, forcing quick commerce giants to abandon 10-minute delivery branding for rider safety. This shift promises safer roads and fairer work, though broader reforms loom large for the sector's future.