Three major quick-commerce platforms have removed explicit "10-minute" delivery promises from their branding following sustained pressure from the Union Labour and Employment Ministry over gig worker safety concerns. Blinkit, Swiggy's Instamart, and Zepto have updated their app descriptions on both Google Play Store and Apple App Store to move away from time-bound delivery commitments.

Platform Rebranding Changes

The platforms have adopted new positioning strategies that emphasize product range and convenience over speed-based promises:

Blinkit's transformation represents the most significant shift, replacing its long-standing tagline with broader positioning that highlights its expanded product catalog while removing specific time commitments. The company has increased its advertised product range from 10,000 to 30,000 items while focusing on doorstep convenience rather than delivery speed.

Government Intervention and Worker Safety

The changes follow a series of meetings between Union Labour and Employment Minister Mansukh Mandaviya and quick-commerce platform representatives. The Labour Ministry expressed concerns that aggressive delivery timelines place excessive pressure on gig workers, forcing riders to rush and potentially compromising their safety on Indian roads.

Officials opted for voluntary compliance rather than imposing formal legal restrictions, asking platforms to reduce aggressive time-based promotions. The approach has resulted in industry-wide adoption of more flexible delivery messaging without regulatory mandates.

Industry Response and Worker Advocacy

Labour advocates and unions have welcomed the voluntary compliance, viewing it as progress toward improved working conditions for delivery partners. Worker representatives argue that prominent "10 minutes" displays on delivery bags and app interfaces create unrealistic customer expectations and heighten stress levels for gig workers.

The platforms' decision to voluntarily modify their branding demonstrates responsiveness to government concerns while maintaining their quick-delivery business models. The shift represents a balance between operational efficiency and worker welfare considerations in India's rapidly growing quick-commerce sector.

A nationwide survey by LocalCircles reveals that 74% of quick commerce users support the Union government's move to restrict advertising of fixed 10-minute delivery promises, marking a significant shift in consumer sentiment toward ultra-fast delivery services. The findings come as platforms like Blinkit have already removed their widely promoted 10-minute delivery branding following government directives and large-scale gig worker strikes.

Consumer Support for Government Intervention

Of the 49,130 respondents surveyed by LocalCircles, nearly three in four supported the government's advisory to quick commerce platforms to stop marketing rigid delivery timelines. Only 17% opposed the move, while the rest remained undecided.

The support reflects growing awareness among users about the human and safety costs of extreme speed delivery, with many citing concerns around reckless riding, unsafe roads, and delivery partners being pressured to race against marketing-led timelines.

Shift Away from Speed-First Mentality

Perhaps most striking is that 38% of quick commerce consumers indicated they do not want anything delivered within 10 minutes at all. This represents a clear departure from the early days of quick commerce when shorter delivery times were viewed as a competitive advantage.

Among the 62% still open to ultra-fast delivery, preferences were sharply focused on necessity rather than convenience. Medicines emerged as the single most critical use case, with 100% of this group considering 10-minute delivery important for pharmaceutical products.

Government Directive Follows Worker Protests

The consumer survey data comes after coordinated strikes by over one lakh gig workers across 22 cities during Christmas and New Year's Eve. The protests, organized by unions including the Indian Federation of App-Based Transport Workers (IFAT) and the Telangana Gig and Platform Workers Union (TWGPU), highlighted concerns about working conditions and delivery pressure.

Sheikh Salauddin, general secretary of IFAT, described the branding removal as a victory for gig workers, stating that delivery platforms should compete on discounts and service quality rather than unrealistic delivery speeds.

Operational Reality Unchanged

Despite the branding changes, the operational infrastructure remains intact. Quick-commerce delivery speed primarily depends on dense networks of dark stores strategically located within residential neighborhoods, where orders are automatically routed to the nearest facility for picking and packing within two to three minutes.

Actual delivery times continue to vary significantly based on distance from dark stores, with locations showing deliveries ranging from under 10 minutes for stores 500-700 meters away to 15-20 minutes for distances of 1.5-2 kilometers.

Broader Industry Recalibration

The survey underscores a broader recalibration in India's quick commerce ecosystem. While the government's advisory does not ban fast delivery, it signals a shift away from rigid, headline-grabbing timelines toward more sustainable practices that balance consumer convenience with worker welfare and road safety concerns.