End of the ’10-Minute’ Era: Blinkit, Swiggy, and Zepto Drop Speed Claims After Govt Intervention
By State Correspondents News Desk | New Delhi
In a landmark move for India’s gig economy, major quick-commerce giants including Blinkit, Swiggy Instamart, and Zepto have officially begun scrubbing “10-minute delivery” promises from their advertising and app interfaces. The decision follows a stern directive from the Union Ministry of Labour and Employment, aimed at curbing the hazardous pressure on delivery partners.
Why the Sudden Shift?
The intervention, led by Labour Minister Mansukh Mandaviya, comes after a series of nationwide strikes and mounting reports of road accidents involving delivery riders racing against strict deadlines. Government officials argued that the “10-minute” marketing tag was inherently unsafe, forcing riders to navigate heavy traffic at dangerous speeds to avoid penalties.
| Platform | Old Claim | New Status (Jan 2026) |
|---|---|---|
| Blinkit | 10 Minutes | Removed / “Ultra Fast” |
| Swiggy Instamart | 10 Minutes | Adjusted branding |
| Zepto | 10 Minutes | Transitioning to median times |
Impact on Customers and Gig Workers
While the speed of fulfillment remains high due to dark-store density, the Central Consumer Protection Authority (CCPA) has requested median delivery data from these firms. If actual delivery times consistently exceed 14 minutes, companies will be mandated to advertise “15-minute” or “20-minute” slots instead. Meanwhile, Zomato has initiated mandatory road safety and helmet compliance training for its fleet to align with the new safety standards.
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