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Major quick commerce companies have removed the “10-minute delivery” promise after Union Labour Minister Mansukh Mandaviya raised safety concerns for delivery workers, according to multiple media reports on Tuesday.
The decision follows discussions between Mandaviya and officials from Blinkit, Zepto, Swiggy, and Zomato, where he asked the companies to remove strict delivery time commitments to ensure the safety of delivery workers.
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During the meetings, the minister said that strict delivery timelines could put extra pressure on delivery riders and affect their safety, the reports said.
The companies reportedly assured the government that they would remove delivery-time promises from their ads, branding, and social media, showing a change in how quick-commerce services are promoted.
The government’s action comes after gig workers went on strike on December 31, 2025. Delivery partners across platforms raised issues such as low pay, unsafe working conditions, and the pressure caused by strict delivery timelines. Riders said these time-based delivery models were forcing them to take risks on the road to meet targets.
Following these developments, Eternal-owned quick commerce platform Blinkit has removed the “10-minute” delivery claim from all its platforms starting Tuesday, according to media reports.
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The company has updated its main tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep.”
Other major quick commerce players, including Swiggy and Zepto, are also expected to make similar changes, as the Labour Ministry has asked companies to focus on the safety and well-being of delivery workers.
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