Indian quick commerce companies, including major players like Blinkit, Zepto, Zomato, and Swiggy, are poised to re-evaluate their aggressive 10-minute delivery strategies. This significant shift comes after Union Labour Minister Mansukh Mandaviya reportedly persuaded prominent delivery aggregators to abandon this mandate, a development reported by news agency ANI on Tuesday, January 13, 2026. The move is primarily driven by the government's aim to foster safer and improved working conditions for the burgeoning gig economy workforce. Blinkit has already taken swift action, removing the 10-minute delivery promise from its company branding, with other quick commerce platforms expected to follow suit in the coming days.

Minister Mandaviya's intervention included a meeting with key quick commerce platforms in India, where he directed them to address concerns related to challenging delivery timelines, specifically focusing on the 10-minute aspect. As part of its strategic overhaul, Blinkit has reportedly updated its brand messaging. Its former main tagline, “10,000 plus products delivered in 10 minutes”, has been replaced with the new slogan, “30,000 plus products delivered at your doorstep”, according to sources close to the development.

This governmental push and corporate response occur nearly two weeks after the Gig and Platform Service Workers Union (GIPSWU) called for a nationwide strike on New Year’s Eve. The union's objective was to demand enhanced rights, welfare, and dignity for gig and platform workers across the country. Although the strike's overall effectiveness was debated, partly due to companies offering incentives to workers on the day, it successfully amplified public and ministerial discourse surrounding the precarious working conditions faced by gig workers.

The plight of gig workers has also resonated in political circles. Rajya Sabha member Raghav Chadha, in a recent Parliament session, shed light on the “pain and misery” endured by the Indian gig working sector, particularly when contending with harsh weather conditions. Chadha specifically called upon the Indian government to implement regulations for quick commerce service providers, emphasizing the critical need for social security benefits for these workers.

Furthermore, preceding these recent events, new Union government labour codes, which came into immediate effect on Friday, November 21, 2025, have already introduced significant mandates for online food delivery, e-commerce, and quick-commerce companies. These regulations require companies such as Swiggy, Zomato, Amazon, and Flipkart to allocate between 1% and 2% of their annual turnover—capped at 5% of the total amount paid or payable to gig and platform workers—towards their welfare. This legislative framework, designed to rationalize India’s 29 existing labour laws, aims to provide gig workers with essential benefits, including retirement savings via provident fund contributions, coverage under the Employees' State Insurance Corporation, and other crucial insurance and social security provisions.