Major delivery platforms, including Blinkit, Zepto, Swiggy, and Zomato have agreed to withdraw their ’10-minute delivery’ branding following intervention from the Union labor ministry, media reports said.
The decision, announced on 13 January 2026, comes after weeks of negotiations led by labor minister Mansukh Mandaviya, who urged companies to prioritize worker safety and dignity over marketing speed.
Blinkit was the first to comply, replacing its slogan ‘10,000+ products delivered in 10 minutes’ with the more measured ‘30,000+ products delivered at your doorstep.’
The ministry’s move follows nationwide strikes by gig workers on 31 December 2025, who protested against unsafe delivery targets, road hazards, and the lack of social protection.
While platforms will no longer advertise rigid time promises, their operational models remain unchanged. Companies clarified that delivery speed continues to rely on the proximity of “dark stores” and efficient logistics — not rider haste. Orders may still arrive within minutes, but without the pressure of public countdowns.
The change aligns with the rollout of the Code on Social Security (2020), which mandates that digital platforms contribute 1–2% of gig worker payments to a national social security fund — a provision implemented in November 2025.
Industry analysts believe the impact on consumer behavior will be minimal. “This is largely a cosmetic or optics-driven shift,” said one market expert. “Customers are already accustomed to the convenience of quick delivery, and companies will continue to leverage dense warehouse networks to meet that expectation — just without advertising it.”
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Naresh Khanna – 10 February 2025
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