For years, the “10-minute delivery” promise was the ultimate badge of honor for Indian quick commerce platforms. However, that era officially came to an end on January 13, 2026. Following a series of interventions by Union Labour Minister Mansukh Mandaviya, major aggregators including Blinkit, Zepto, Zomato, and Swiggy have agreed to remove fixed, ultra-fast delivery deadlines from their branding and operational mandates.
Why Was the 10-Minute Deadline Scrapped?
The move follows a period of intense scrutiny over the “true cost” of instant gratification. The decision was driven by three primary factors:
- Government Intervention: Minister Mandaviya held a high-level meeting with platform CEOs, urging them to prioritize the safety and mental well-being of delivery partners over marketing gimmicks.
- Gig Worker Strikes: On New Year’s Eve 2025, over 200,000 riders went on a flash strike, demanding an end to the “10-minute pressure” which they claimed led to increased road accidents and penalties for minor delays.
- Regulatory Compliance: The newly implemented Code on Social Security (2020), which came into full effect in November 2025, has placed greater responsibility on platforms to ensure “fair and safe” working conditions for platform workers.
Branding Shift: From “Speed” to “Selection”
Blinkit has been the first to pivot its core messaging. The company has officially retired its famous tagline and updated its brand identity to focus on the depth of its inventory rather than the speed of its wheels.
| Platform | Old Tagline/Promise | New Focus / Branding |
| Blinkit | “10,000+ products in 10 minutes” | “30,000+ products delivered at your doorstep” |
| Zepto | “10-minute delivery” | Flexible timelines based on distance and traffic |
| Swiggy Instamart | “Delivered in 10-15 minutes” | Priority on rider safety and order accuracy |
The Impact on Consumers and Riders
While customers might have to wait an extra 5 to 10 minutes for their groceries, the industry believes the trade-off is necessary for long-term sustainability.
- For Riders: The removal of the “deadline” means an end to arbitrary rating drops and monetary penalties for “late” deliveries caused by traffic or weather.
- For Platforms: This “controlled reset” allows companies to optimize their dark store logistics without the extreme overhead of maintaining a massive, hyper-active rider fleet just to shave off 120 seconds.
- For Road Safety: Traffic authorities in major metros like Bengaluru, Delhi, and Mumbai have welcomed the move, noting that “delivery speed” was a major contributor to wrong-side driving and signal jumping.
Conclusion
The removal of the 10-minute deadline marks the maturation of India’s quick commerce sector. By shifting the focus from reckless speed to reliable service, Blinkit, Swiggy, and Zepto are moving toward a more ethical and sustainable business model that balances consumer demand with worker dignity.
