🚚 From “10‑Minute Delivery” to Safer Timelines
Quick commerce apps in india — such as Blinkit, Zepto, swiggy Instamart, Zomato, and others — have dropped or are in the process of dropping their high‑speed “10‑minute delivery” promises. This radical change comes after the Union government and Labour Ministry intervened, expressing strong concerns over gig worker safety and working conditions.
- Blinkit has already removed its “10 minutes” delivery promise from all platforms, changing its tagline to focus on broader delivery service rather than a rigid time guarantee.
- Other major players like Swiggy and Zepto are expected to follow suit soon, aligning with the government’s push.
👷♂️ Why the Change? Worker Safety & Well‑Being
The main driver of this shift is growing scrutiny over the risks faced by delivery partners, who have reported pressure to meet ultra‑fast delivery targets — sometimes at the cost of unsafe riding practices and stressful working conditions. Policy makers believe that rigid ultra‑fast deadlines can incentivize dangerous behaviour on roads and harm the welfare of gig workers.
This topic gained prominence after a nationwide rider protest and strikes at the end of 2025, highlighting deep dissatisfaction among delivery workers with existing timelines and pay structures.
🧠 What This Means for Consumers
- Speed is still a priority, but companies will shift to flexible delivery windows or estimated arrival times instead of a fixed ultra‑fast timeframe. This means delivery might still be quick, but apps won’t promise a strict 10‑minute clock.
- Public perception may shift, with consumers gradually accepting slightly longer, safer delivery times in exchange for better safety standards for riders.
📈 Broader Impact on Quick Commerce
This move highlights a major industry recalibration:
✔ Balancing rapid convenience with worker safety and ethical practice
✔ Responding to regulatory pressure and public sentiment on gig work conditions
✔ Potentially setting new norms for how instant delivery is marketed and delivered in India
In short, the quick in quick commerce might stay, but the focus is shifting from beating the clock to protecting people and operating responsibly — a change that could reshape the future of instant delivery services in India.
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