Labour Minister Mansukh Mandaviya urges quick-commerce firms to drop 10-minute delivery branding amid safety and gig worker rights concerns
Amid mounting concerns over the safety of gig workers, the Centre has urged quick-commerce platforms to move away from advertising ultra-fast delivery timelines, including the widely promoted “10-minute delivery” promise.
Union Labour Minister Mansukh Mandaviya has, after sustained engagement with industry players, secured agreement from major delivery aggregators to remove the mandatory 10-minute deadline, according to media reports. The issue was discussed at a meeting with platforms such as Blinkit, Zepto, Zomato and Swiggy, where delivery timelines and rider safety were reviewed.
Blinkit has already removed the 10-minute delivery claim from its branding, while other aggregators are expected to follow in the coming days, the media reports claimed. The step is intended to reduce road risks and improve working conditions for gig workers in the fast-growing quick-commerce sector.
The government said the labour minister had “nudged” companies to discontinue branding that promotes ultra-fast delivery, aligning industry practices with the government’s focus on worker safety. While leading platforms have agreed to remove the 10-minute delivery branding, responses from quick-commerce companies are still awaited.
Strike Brings Spotlight On Working Conditions
The move follows heightened scrutiny of the sector after a nationwide flash strike on New Year’s Eve. According to a Gig Union report, over 2 lakh delivery riders across India refused to deliver food, groceries and other orders, demanding better pay, safer working conditions and an end to unrealistic delivery timelines.
The strike has sharpened debate over the sustainability of ultra-fast delivery models, with critics arguing that tight timelines can incentivise risky behaviour on crowded roads, even as companies maintain that riders are not formally timed.
Additionally, the safety of delivery personnel was also raised during Parliament’s winter session, when AAP Rajya Sabha MP Raghav Chadha warned that aggressive delivery targets push workers to take risks on congested roads. He urged lawmakers to factor in the human cost of ultra-fast deliveries instead of focusing solely on consumer convenience.
Earlier this week, Chadha shared a video of himself dressed as a Blinkit delivery agent and delivering orders to highlight the physical strain and daily challenges faced by gig workers. He posted the clip on X with the caption: “Away from boardrooms, at the grassroots. I lived their day”.
Concerns around delivery timelines have also fed into broader investor discussions, particularly as the government considers expanding social security coverage for gig workers under the new labour codes. With India’s gig workforce projected to grow to 23.5 million by 2030—nearly three times its size a decade ago—the push for stronger worker protections has gathered momentum.
