Quick-commerce firms recast app messaging after labour ministry flags rider pressure
Blinkit, Swiggy Instamart and Zepto have quietly removed explicit “10-minute” delivery promises from their public-facing branding, including descriptions on the Google Play Store and Apple App Store, signalling a shift in how quick-commerce platforms position speed.
The changes follow multiple meetings between Union Labour and Employment Minister Mansukh Mandaviya and leading quick-commerce companies, where the platforms were advised to step back from rigid, time-bound delivery assurances.
Blinkit has reworked its long-used tagline to emphasise assortment and convenience rather than speed. Its earlier pitch, “10,000+ products delivered in 10 minutes,” has been replaced with “30,000+ products delivered at your doorstep.” Swiggy’s Instamart has also softened its branding, now identifying itself as “Grocery & more,” while Zepto has opted for the phrasing “Grocery in minutes,” steering clear of a fixed delivery timeline.
The recalibration comes amid sustained pressure from the Labour Ministry, which has repeatedly flagged concerns that strict delivery promises can place undue stress on gig workers, encouraging riders to hurry and potentially increasing safety risks on busy roads.
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Rather than imposing a statutory ban, officials urged platforms to tone down aggressive, time-centric marketing, a move that has resulted in voluntary compliance across major players.
Labour unions and worker advocates have welcomed the shift, describing it as a positive step towards safer and more realistic working conditions. They argue that prominently advertising “10 minutes” on apps or delivery bags fuels unrealistic consumer expectations and intensifies pressure on delivery partners.
