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India’s quick commerce industry has undergone a significant shift in its marketing approach, with leading platforms removing explicit 10 minute delivery promises from their branding. This development follows intervention by Union Labour Minister Mansukh Mandaviya and marks a pivotal moment in the ongoing debate about gig worker welfare in the rapidly expanding delivery sector.
Government Intervention Drives Change
Following discussions with government authorities, major platforms including Blinkit, Zepto, and Swiggy Instamart have modified their marketing communications. Blinkit, owned by Zomato’s parent company Eternal, has replaced its previous tagline emphasizing 10 minute deliveries with messaging that highlights product variety and doorstep convenience. Similarly, other platforms have adjusted their public facing communications to reduce emphasis on ultra fast delivery timelines.
The modifications come after concerns were raised about the pressure such branding places on delivery partners. When countdown timers appear on customer applications and delivery promises are printed on riders’ uniforms and equipment, workers face constant pressure to meet unrealistic deadlines, often at the expense of their safety and wellbeing.
Political and Social Response
Aam Aadmi Party Rajya Sabha Member of Parliament Raghav Chadha publicly commended the decision, describing it as a necessary step toward protecting delivery workers. Chadha emphasized that the branding changes would help reduce dangerous pressure on riders and improve overall road safety. He acknowledged the role of citizens and advocacy groups who supported calls for better working conditions in the gig economy.
Context and Implications
This development follows labor unrest in the sector, with delivery workers organizing a nationwide strike on December 31, 2024, to protest working conditions and compensation structures. The strike highlighted growing dissatisfaction among gig workers who form the backbone of India’s booming quick commerce industry.
Industry observers note that while the branding has changed, the fundamental business operations remain largely unchanged. Delivery timelines continue to be displayed within applications, and the competitive pressure to maintain fast service persists. Nevertheless, the removal of prominent 10-minute claims represents acknowledgment of worker safety concerns and regulatory expectations.
As India’s quick commerce sector continues to expand, this development may signal a broader recalibration of how platforms balance customer convenience with worker welfare and safety standards.
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