“Ten Minute” Delivery Branding Dropped After Govt Intervention; Raghav Chadha Declares It a Win for Rider Safety

The quick commerce industry has been growing rapidly in India, with a projected market size of $5.5 billion by 2025. However, concerns over worker exploitation, environmental impact, and competition with local stores have led to increased regulatory scrutiny.

Companies like Blinkit, Zepto, Swiggy, and Zomato are dropping their “10-minute delivery” branding after the Indian government’s intervention. Union Labour Minister Mansukh Mandaviya urged these platforms to prioritize rider safety and remove the promise, specifying concerns over gig workers’ well-being. Blinkit has already revised its tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep.”

This move follows a nationwide strike by gig workers on December 31, 2025, demanding better pay and conditions, while simultaneously trying to put an end to hazardous delivery promises. Unions and worker collectives welcomed the government’s move, calling it a step towards dignity and safety for gig workers.

AAP Rajya Sabha MP Raghav Chadha met Himanshu, a Blinkit delivery rider whose payslip showed ₹763 earned for 18 hours of work and 28 deliveries, which went viral on social media. Chadha invited the rider to his residence for lunch as part of his efforts to understand the working conditions of gig workers.

In culmination of this, he decides to step into the role of a delivery rider for a day. By experiencing the job firsthand, he highlights the physical strain, time pressure and safety risks faced by gig workers while meeting strict delivery deadlines.

On Tuesday, via X, Chadha welcomed the removal of the “10-minute delivery” branding from quick-commerce platforms, saying “Satyamev Jayate” as he termed the move a victory for rider safety. He thanked the Central Government for its timely intervention, stating that ultra-fast delivery promises place constant and dangerous pressure on gig workers. Chadha said the decision would help protect delivery riders, ensure road safety, and uphold the dignity of gig workers who are often overworked and underpaid.

Thus, this marks a significant step towards prioritising human safety over speed in India’s quick-commerce sector. It reflects growing recognition of the risks faced by gig workers and the need for fairer, safer working conditions, expressing the need for dignity, safety and justice for workers, which must remain central and steadfast to the country’s economic growth.