Major quick commerce companies have dropped the “10-minute delivery” promise following the Centre’s intervention over concerns related to the safety of delivery partners. Union Labour Minister Mansukh Mandaviya has raised issues around aggressive delivery timelines and has held discussions with companies including Blinkit, Zepto, Swiggy and Zomato to address the matter.
The development has come after Mandaviya has met officials from the platforms and has asked them to eliminate strict delivery time commitments, as per media reports. He has emphasised that rigid delivery promises could place undue pressure on riders and compromise their safety while on duty.
During the meetings, the minister has highlighted that marketing campaigns built around ultra-fast deliveries could encourage risky behaviour among gig workers. Following these discussions, the companies have assured the government that they have agreed to remove delivery-time commitments from advertisements, branding material and social media platforms, signalling a shift in how quick commerce services have been positioned.
