Gig workers in major cities like Bengaluru, Mumbai and Delhi have voiced strong concerns after quick-commerce platforms such as Blinkit, Zepto and Swiggy Instamart removed their “10-minute delivery” promise from branding and services following a government directive. Workers say that while the ultra-fast delivery slogan was demanding, its removal could also mean a drop in earnings for many who depended on bonuses tied to rapid deliveries.
Why 10-Minute Delivery Was Controversial
The “10-minute” delivery claim became synonymous with ultra-fast grocery and essentials delivery in India’s booming quick-commerce sector. It put enormous pressure on gig workers to complete deliveries within a very short time window, often leading to dangerous road conditions, stress and long hours. Workers have repeatedly protested against this model, saying it compromised their safety and well-being.
Government Intervention And Industry Shift
Responding to safety concerns raised by workers and labour advocates, the Union Labour Ministry intervened and asked major platforms to drop the “10-minute delivery” slogan from their apps, advertisements and marketing. Blinkit was the first to comply, updating its tagline to focus on larger product sets rather than a strict time guarantee. Zepto and Swiggy are also making similar changes.
Officials have said the change is intended to prioritise worker safety and reduce unsafe delivery practicesacknowledging that rigid time-based claims could indirectly penalise delivery partners. However, the shift has had mixed reactions from industry watchers, who note that the change affects branding more than actual delivery times.
Workers Worry About Income Impact
Gig workers, while welcoming the removal of unrealistic deadlines, are worried about their earnings. Many partners earned higher payouts or incentives precisely by meeting tight delivery windows — often with extra pay tied to speed. With the slogan gone and delivery times no longer tied to a specific time frame, workers expect fewer bonus opportunities, which could reduce their total incomeespecially in peak hours and busy city routes.
Some riders fear that without speed-linked incentives, platforms may restructure pay models in ways that favour employers and diminish hourly earnings. These concerns have been voiced in protests and informal discussions among delivery partners nationwide.
Supporters Say Safety Should Come First
Supporters of the change — including some consumers and worker advocates — argue that safer delivery practices should be prioritised over ultra-fast speed claims. Many customers say they are willing to accept longer delivery times if it means riders are not forced into risky behaviour to meet impossible deadlines.
A Broader Gig Economy Debate
The debate over 10-minute delivery reflects wider tensions in India’s gig economy, where independent workers juggle inconsistent pay, lack of benefits and safety risks. Many unions, including groups representing delivery workers, have long called for better pay structures, minimum wage protections and social security benefits, arguing that current models favour platform profits over worker welfare.
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