Chandigarh/New Delhi, Jan 13: Quick commerce leaders including Blinkit, Zomato, and Zepto have agreed to scrap the controversial 10-minute delivery promise following direct pressure from the Union Ministry of Labour and Employment.
The shift comes as the government moves to curb the intense pressure placed on gig workers to meet rigid timelines regardless of traffic or weather conditions.
Union Labour Minister Mansukh Mandaviya led the initiative by convening a high-level meeting with representatives from Swiggy, Zomato, Blinkit, and Zepto. During the session, the minister advocated for the removal of the specific time-bound guarantee to foster a more humane working environment. Blinkit has already initiated the change by rebranding its platform, replacing its original tagline of “10,000 plus products delivered in 10 minutes” with a broader promise of “30,000 plus products delivered at your doorstep.”
The policy change follows a surge in advocacy for the rights of delivery personnel within legislative circles.
During a recent Parliament session, AAP Rajya Sabha MP Raghav Chadha noted the “pain and misery” experienced by riders who are often forced to navigate dangerous situations to meet app-driven deadlines.
Chadha called for immediate regulatory oversight for the quick commerce sector to ensure that digital convenience does not come at the cost of human dignity.
“The delivery workers operate under tremendous pressure and often in harsh weather conditions,” Chadha said during his address, where he called for improved social security and fair compensation.
The regulatory landscape for this sector recently shifted with the implementation of the Code on Social Security, 2020, which officially took effect on Nov. 21, 2025. This landmark legislation provides the first legal definitions for ‘gig workers’ and ‘platform workers’ in India, mandating specific protections such as accident insurance, health benefits, and maternity cover. To support these initiatives, the government has established a National Social Security Board and a dedicated fund to finance welfare schemes for the millions of workers powering the app economy.
