Quick commerce platforms remove '10-minute delivery' branding

Zepto, Swiggy, and Blinkit removed '10-minute delivery' branding and claims from their platforms and marketing after intervention by the Union Labour Ministry over delivery-worker well-being and safety concerns.
Quick commerce platforms remove '10-minute delivery' branding
A What happened
Zepto and Swiggy changed the branding of their quick commerce operations to stop promoting '10-minute' service. Blinkit removed the '10-minute' claim from all its platforms effective Tuesday and changed its tagline to “30,000+ products delivered at your doorstep.” Union Labour Minister Mansukh Mandaviya persuaded major delivery aggregators in a closed-door meeting last week to remove the 10-minute delivery deadline from branding and advertising, citing pressure on delivery workers and safety risks. The government intervention came after nationwide strikes by gig worker unions on December 25 and 31 demanding the scrapping of 10-minute options.

Key insights

  • 1

    Labour Ministry linked delivery-time branding to worker safety: Mansukh Mandaviya said '10-minute delivery' claims put undue pressure on delivery workers and compromised safety, and he told companies to remove the promise from branding and advertising.

  • 2

    Gig worker groups said app incentives and allocation systems increased risk without higher pay: The Gig Workers Association said incentives, ratings, and order allocation created constant pressure, and said multi-order deliveries could be paid the same as single orders, citing a Rs 19.30 payment for two orders.

  • 3

    Gig worker groups sought ongoing government-stakeholder dialogue: The Gig Workers Association sought a permanent institutional mechanism for collective dialogue between stakeholders and the government.

Takeaways

Major quick commerce platforms in India rolled back '10-minute delivery' branding as the Union Labour Ministry pressed companies to reduce pressure and safety risks for delivery workers.

Topics

Work & Education Careers & Work World & Politics Policy & Regulation Business & Markets Retail & E-commerce

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