Blinkit has quietly dropped its prominent “10-minute delivery” claim from its app, website and marketing materials following direct intervention by Union Labour Minister Mansukh Mandaviya, who urged quick commerce platforms to eliminate fixed time guarantees that risk endangering delivery partners. The change replaces the ultra-fast promise with a focus on “10,000+ products delivered to your doorstep,” though app timelines still show as low as 8 minutes in some areas—signalling a partial retreat amid mounting safety concerns.
Government Meeting: Mandaviya’s Firm Nudge
Mandaviya met executives from Blinkit, Zepto, Zomato (Blinkit parent), Swiggy Instamart and others last week, explicitly advising against “rigid delivery time commitments” that pressure riders into unsafe driving. Sources confirm all platforms assured compliance: no more absolute 10-minute branding in ads or social media, though estimated arrival times remain dynamic. The ministry emphasised worker wellbeing under new labour codes covering gig platforms, with e-Shram portal already registering millions for social security.
Spark: Gig Worker Protests Escalate
The move responds to nationwide strikes by 40,000+ delivery partners from Zomato, Blinkit, Swiggy, Zepto and Flipkart Minutes:
- Christmas Day (Dec 25, 2025): Unions logged out en masse, disrupting 60% deliveries in cities like Bengaluru, Delhi and Hyderabad. Demands: ₹20/km minimum, ₹24,000 monthly floor, end to 10-minute models, safety gear and against arbitrary ID blocks.
- New Year’s Eve (Dec 31): Renewed protests threatened peak‑night chaos; platforms preemptively hiked incentives (e.g., Zomato ₹120–150/order) to keep riders online. Unions called it “modern exploitation,” highlighting speeding accidents and denied maternity benefits.
Protests stemmed from falling incentives (post‑festive slump), long hours (12–16/day for ₹800–1,200), and fatal crashes linked to tight SLAs. A union leader told media: “Gig economy cannot be built on broken bodies.” Gig workforce (23.5M projected by 2030) demands regulation via Social Security Code.
Safety Concerns Driving the Crackdown
Ultra‑fast models (10–15 min) exploded qcom to $5B+ GMV, but data paints a grim rider picture:
- Accidents: 10–20% rise in crashes tied to deadlines; Delhi Police flagged 50+ fatalities in 2025.
- Earnings Volatility: Base pay ₹20–25/order + incentives; post‑strike hikes temporary, averages ₹25k/month but 70% below poverty line after costs.
- Health Risks: Heatstroke, fatigue; no insurance/maternity for most.
Unions (e.g., IFAT, AITUC) submitted memoranda; Mandaviya acted swiftly to avert policy escalation. Platforms defend: dense dark stores enable speed without rushing; riders choose flexibility.
Platforms’ Response and Ripple Effects
- Blinkit: First mover; tagline swap prioritises volume over speed.
- Others: Zepto/Swiggy Instamart/BigBasket/Flipkart Minutes reviewing branding; no formal changes yet. Zomato CEO Deepinder Goyal defended models, calling strikers “miscreants” and noting record deliveries despite protests.
- Incentives Boost: Pre‑NYE hikes (₹100+/order peaks) bought peace but unions demand permanence.
Broader Implications
Qcom’s 10x growth (2023–2025) faces first regulatory red line on timelines, echoing global scrutiny (e.g., UK’s 15‑min probes). With 23.5M gig jobs by 2030, mandates for insurance, floors and safety loom. Platforms may pivot to “fast as possible” messaging, but core model—dense networks, AI routing—survives. Workers hail it as victory; investors eye margins (already thin at 2–5%).
Mandaviya’s nudge balances innovation with humanity: speed sells, but lives matter more. As one union put it, “No more broken bodies for broken promises.”
Read this: Gig Workers Are Forced Into “Cruelty” Under Pressure : MP Raghav Chadha Seeks Ban on Blinkit and Zepto
MP Raghav Chaddha also Support this action from Government:
Satyamev Jayate. Together, we have won..
— Raghav Chadha (@raghav_chadha) January 13, 2026
I am deeply grateful to the Central Government for its timely, decisive and compassionate intervention in enforcing the removal of the “10-minute delivery” branding from quick-commerce platforms. This is a much needed step because when…
