New Delhi, January 2026 — The Indian government has officially urged quick-commerce companies like Blinkit, Zepto, Swiggy Instamart, and Zomato to stop promoting 10-minute delivery services, citing serious concerns over delivery rider safety and unrealistic work expectations.Why the Government Stepped In.
The Ministry of Labour, led by Union Minister Mansukh Mandaviya, held meetings with top executives from major quick-commerce platforms. The message was clear: prioritize the safety and well-being of gig workers over ultra-fast delivery promises.
Key Concerns:- Rider Safety: Delivery partners were under pressure to meet tight deadlines, often leading to traffic violations and accidents.- Mental Stress: Unrealistic expectations created a high-stress work environment for gig workers.- Lack of Protections: Many riders lacked adequate insurance, training, and support.
How Companies Are Responding
Blinkit has already removing all “10-minute delivery” branding from its app and website.Zepto and Swiggy Instamart are shifting to “fast and safe” delivery models, focusing on 15–30 minute windows.Zomato is reviewing its quick-commerce strategy and may follow suit.
What to Expect: 15–30 minute delivery windows. Improved app messaging (no more countdown clocks)-Better-trained and safer delivery riders.
