New Delhi, Jan 14: The Central Government has stepped in on fast-moving quick commerce platforms, directing major companies like Blinkit, Zepto, Swiggy, and Zomato to remove their "10-minute delivery" claims from advertising and branding.

The move comes amid growing concerns about the safety of delivery workers, especially those operating under strict time limits.

In recent discussions, Union Labour Minister Mansukh Mandaviya urged company executives to reconsider ultra-fast delivery timelines that could pressure workers into risky behaviour on the roads.

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Government sources confirmed that Blinkit has already changed its tagline from "10,000 plus products delivered in 10 minutes" to "30,000 plus products delivered at your doorstep," with other firms expected to follow suit.

The 10-minute delivery model has faced mounting criticism from worker groups and lawmakers, who argue that the race for speed comes at a human cost. Aam Aadmi Party (AAP) MP Raghav Chadha noted that such timelines can push riders to overspeed, ignore traffic signals, and compromise safety to meet unrealistic deadlines -- often under threat of lower ratings or reduced incentives. Critics say these expectations harm worker welfare and increase the risk of accidents and stress.

On December 25, unions representing gig workers staged a protest demanding better pay and social security benefits. They warned of a nationwide strike on December 31 if their demands were not met, with one key demand being the removal of time-based delivery targets.

In response, Swiggy and Zomato announced increased incentives for deliveries. However, unions cautioned that further action would follow if their broader demands remained unaddressed.

Compiled by: Aditi Majhi