Centre asks quick-commerce delivery platforms to Stop 10-minute delivery claims

In a significant meeting held on Tuesday, the Union Government, led by Labour Minister Mansukh Mandaviya, reached a consensus with major quick-commerce platforms to scrap the mandatory “10-minute delivery” promise.

The move follows intense public debate and nationwide strikes by gig workers who raised concerns over road safety, extreme mental stress, and the lack of social security.

Key Outcomes of the Meeting

• Removal of Time-Bound Branding: Platforms including Blinkit, Zepto, Swiggy, and Zomato have agreed to remove “10-minute” delivery claims from their advertisements, branding, and social media.
• Shift in Messaging: Companies are pivoting from “speed” to “selection.” For instance, Blinkit has already changed its tagline from “10,000+ products in 10 minutes” to “30,000+ products delivered at your doorstep.”
• Prioritizing Safety: The government emphasized that the safety and well-being of delivery partners must take precedence over competitive delivery speeds. The minister advised companies to “cut slack” on rigid timelines to prevent reckless driving and accidents.
• Social Security Framework: The meeting highlighted the implementation of the Code on Social Security (notified in late 2025), which aims to provide gig workers with accident insurance, health benefits, and disability cover.

Why the Change Happened

1. Gig Worker Strikes: A massive nationwide strike on New Year’s Eve (2025) and early January 2026 saw over 3 lakh workers logging off to protest against falling incentives and the “death-defying” pressure of 10-minute targets.
2. Road Safety Violations: State Motor Vehicle Departments (like Kerala’s MVD) had begun issuing notices to platforms after finding that delivery agents were frequently involved in accidents due to algorithmic pressure.
3. Political Pressure: Members of Parliament recently raised the “pain and misery” of gig workers in the Rajya Sabha, demanding stricter regulations for app-based businesses.

What This Means for Consumers

While you can still expect fast deliveries, you will likely see estimated delivery times (ETAs) that fluctuate based on traffic, weather, and distance, rather than a fixed 10-minute guarantee. The apps will focus more on the variety of items available rather than the specific countdown clock.