After Blinkit, Swiggy Instamart and Zepto drop ‘10-minute delivery’ claim

After Blinkit quietly dropped its much publicised “10 minute delivery” promise, rival quick commerce platforms Swiggy Instamart and Zepto are now facing growing pressure to follow suit, as the Centre continues to raise concerns over the safety and working conditions of gig workers .

Blinkit recently changed its branding across platforms, removing references to ultra fast delivery timelines after discussions between quick commerce companies and the Union Ministry of Labour . The ministry has been examining whether aggressive delivery promises indirectly push delivery partners to take risks on the road and work under unsafe pressure.

Attention on the sector intensified after delivery workers staged a nationwide New Year’s Eve 2025 strike. Workers said the race to meet tight delivery targets caused physical strain, safety risks and income instability, arguing that speed based branding created unrealistic expectations among customers.

With Blinkit stepping back from the 10 minute claim, focus has now shifted to Swiggy Instamart and Zepto, which continue to highlight rapid delivery on app stores and promotional material. Industry sources say both companies may be asked to revise their messaging as government scrutiny deepens.

While company executives maintain that faster deliveries are enabled by store proximity rather than rider pressure, regulators remain cautious, stressing that marketing claims themselves can create indirect pressure on workers, prompting a rethink of how speed is promoted in the quick commerce space.