Quick-commerce platforms such as Blinkit have been directed to drop their “10-minute delivery” claims after Union Labour Minister Mansukh Mandaviya held discussions with company representatives and urged them to place delivery partners’ safety above aggressive timelines.
Government sources said the minister met senior executives from major aggregators including Zomato, Swiggy, Blinkit and Zepto to address growing concerns around time-bound delivery targets. Following these meetings, Blinkit reportedly changed its branding from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep.”
The ultra-fast delivery promise has sparked widespread debate, with critics arguing that it puts riders at serious risk. Under the Code on Social Security, 2020, all workers, including gig and platform workers, are entitled to social security benefits. Earlier this month, the Labour Ministry also released draft rules under the four labour codes, extending provisions such as minimum wages, health cover, occupational safety and social security to gig workers. The government plans to implement all four labour codes from April 1.
AAP MP Raghav Chadha welcomed the Centre’s decision, calling it a necessary and humane intervention. He said the visible “10-minute” branding and on-screen countdowns created constant and dangerous pressure on riders. Chadha added that many delivery partners are overworked and underpaid while chasing unrealistic targets, and thanked citizens for standing up for workers’ safety and dignity.
