1. What has happened?

1.1 Major delivery platforms such as Blinkit, Zepto, Zomato and Swiggy have decided to remove the 10-minute delivery model from their applications.
1.2 This decision came after an intervention by Union Labour Minister Mansukh Mandaviya.
1.3 Government sources indicated that Blinkit has already removed the 10-minute delivery promise from its branding, and other platforms are expected to follow.

2. Why did the issue arise?

2.1 Gig and platform workers went on a one-day strike on December 31 to highlight unsafe working conditions.
2.2 One of their key demands was to end 10-minute delivery mandates, citing frequent accidents, health issues and extreme stress.
2.3 Workers’ unions argued that the delivery model put tremendous pressure on riders to rush, often at the cost of safety.

3. Government’s intervention

3.1 The Union Labour Minister raised the issue in a meeting with platform aggregators last week.
3.2 According to officials, the Minister urged companies to stop promoting ultra-fast delivery branding, keeping in mind the health and welfare of delivery workers.
3.3 Following this appeal, platforms agreed to revise their branding and delivery commitments.

4. How companies justified 10-minute delivery

4.1 Delivery platforms told the Minister that 10-minute delivery was enabled through multiple warehouses located across cities.
4.2 They claimed that the model did not rely on forcing delivery workers to rush.
4.3 However, the government emphasised that branding and public messaging around speed still created unsafe expectations for workers.

5. Changes made by delivery platforms

5.1 Blinkit informed the Labour Ministry that it had revised its principal tagline.
5.2 The branding was changed from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep”.
5.3 This signals a shift away from time-bound delivery guarantees to a focus on availability and convenience.