The move is aimed at ensuring greater safety, security and improved working conditions for gig workers.
| Photo Credit:
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Responding to sustained demand from gig workers and their unions, Union Labour Minister Mansukh Mandaviya has persuaded major delivery aggregators to drop their 10-minute delivery deadline.
Blinkit is the first to act on the directive. The e-commerce platform has removed the 10-minute delivery promise from its branding and others are expected to follow, said sources privy to the development.
It is learnt that Minister Mandaviya convened a meeting last week to address grievances of gig workers over delivery timelines, flagged repeatedly by various stakeholders in relation to leading platforms including Blinkit, Zepto, Zomato and Swiggy.
“While Blinkit has already acted on the directive and removed the 10-minute delivery promise from its branding, other aggregators are expected to follow suit in the coming days,” said informed sources.
In a BSE filing, Eternal Ltd stated, “Specifically with respect to our quick commerce business Blinkit, there is no change in business model that could have any material impact on the Company.”
Tagline revised
As part of this change, Blinkit has updated its brand messaging, said sources. The company’s principal tagline has been revised from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep.”
Blinkit is the first to act on the directive, removing quick delivery promise from its branding
| Photo Credit: SHASHANK PARADE
However, other aggregators are still to respond officially about change in their delivery policies.
The move is aimed at ensuring greater safety, security and improved working conditions for gig workers.
The Telangana Gig and Platform Workers’ Union (TGPWU) and the Indian Federation of App-Based Transport Workers (IFAT) welcomed the move.
“This is a significant and much-needed step in protecting the lives and dignity of gig and platform workers. The 10-minute delivery model forced delivery partners into dangerous road behaviour, extreme stress, and unsafe working conditions,” said Shaik Salauddin, Founder President of TGPWU and National General Secretary of IFAT.
Analysts do not believe the development will have any material impact on volumes or growth trajectory of quick commerce platforms. “The removal of the 10-minute delivery catchline is largely optics-driven rather than business-altering. The proposition of quick commerce (QC) continues to be anchored in speed, convenience and proximity-led fulfillment, which remains structurally superior to horizontal e-commerce timelines,” said Karan Taurani, EVP, Elara Capital.
Published on January 13, 2026
