10 Minute Delivery Controversy: The central government has taken a major initiative regarding delivery within 10 minutes. As part of this initiative, Blinkit is removing the 10-minute delivery feature.

Following a strong initiative by Union Labor and Employment Minister Mansukh Mandaviya, quick commerce company Blinkit has completely removed the "10-minute delivery" claim from all its brand platforms. This decision was taken with the safety and improved working conditions of delivery workers in mind.

The claim was withdrawn after strict advice from the central government.

Union Labor Minister Mansukh Mandaviya held a meeting with officials from Blinkit, Zepto, Swiggy, and Zomato. He advised these companies to remove strict delivery time limits so that delivery partners' lives are not put at risk and they can work safely.

At the meeting, all companies assured the government that they would remove strict delivery time commitments from their brand advertising, social media, and other platforms. Blinkit has implemented this change immediately, with others following suit soon.

Why did quick commerce platforms take this decision?

Over the past few weeks, gig workers' unions have staged large-scale protests and strikes, calling the 10-20-minute ultra-fast delivery model unsafe, as it forces delivery partners to drive at high speeds, increasing the risk of accidents. The unions also staged a strike on New Year's Eve (December 31, 2025) and submitted a memorandum to the Labor Minister.

The government took these concerns seriously and engaged in discussions with companies. This move is a major relief for delivery workers, who risk their lives on the roads every day. This change marks a turning point in the quick commerce industry, where speed was once the primary attraction, but now worker safety is being prioritized.

What will change now?

Companies will no longer use fixed time commitments in their promotions. This means they won't promise delivery within 10 minutes. However, this doesn't mean delivery speed will slow down; rather, the focus will be on ensuring safe delivery without unnecessary stress.

How did 10-minute delivery come into vogue?

During the coronavirus pandemic in India, the demand for faster delivery of essential goods increased, and this is where the quick delivery model came into vogue. At that time, even delivery within half an hour was considered a big deal. This model spread rapidly, and claims began to be made that everything from medicines to daily necessities could be delivered within 10 minutes.