India pulls the brakes on 10-minute delivery by quick commerce firms to protect gig workers

India’s main quick-commerce platforms have begun taking away their much-publicised 10-minute supply guarantees following sustained intervention by Union Labour and Employment Minister Mansukh Mandaviya, in a transfer geared toward enhancing security and dealing situations for gig staff.

Sources mentioned Mandaviya held conferences with main supply aggregators, together with Blinkit, Zepto, Zomato and Swiggy, urging them to take away inflexible supply deadlines that have been seen as encouraging unsafe driving practices and rising stress on supply personnel.

Blinkit has already acted on the directive and eliminated the 10-minute supply declare from its branding and communication. The corporate has revised its principal tagline from “10,000+ merchandise delivered in 10 minutes” to “30,000+ merchandise delivered at the doorstep.” Different platforms are anticipated to comply with go well with within the coming days.

Officers mentioned the transfer is meant to make sure better security, safety, and improved working situations for gig and platform staff, who’ve more and more raised considerations over strain to satisfy aggressive timelines, particularly in congested city centres.

The event comes amid wider authorities efforts to formalise and shield the rising gig workforce. The Ministry of Labour and Employment has already launched initiatives such because the e-Shram portal to create a complete nationwide database of unorganised and platform staff, enabling focused social safety and welfare interventions.

Business executives mentioned whereas fast supply will proceed to stay a aggressive differentiator, corporations are actually anticipated to recalibrate buyer expectations and operational practices to prioritise rider security and regulatory compliance.

The scrapping of the 10-minute deadline marks a big shift for India’s booming quick-commerce sector, which has relied closely on ultra-fast supply as a core advertising and marketing pitch to city shoppers.