Leading quick commerce firms such as Swiggy, Blinkit, and Zepto have dropped the tagline promoting “10-minute” delivery after a strike and an intervention from the government, but experts point to a nuance to term the move merely “optics-driven” with little change out in the field.
On Christmas and New Year’s Eve in 2025, gig workers held strikes to draw attention to what they say are unsafe delivery demands made of them and the lack of adequate health, safety, and income protections in the event of accidents. Later, Raghav Chadha also lived a day as a delivery partner to challenge the 10-minute delivery promise. He called the campaign “be visible for the invisible.
Days later, Raghav Chadha thanked the central government for taking timely, decisive, and compassionate intervention in enforcing the removal of the “10-minute delivery” branding from quick-commerce platforms.
Chadha has been one of the most vocal political voices against ultra-fast delivery targets, repeatedly calling them “cruel” and unrealistic. He argued that such promises force delivery partners to take risks, often at the cost of their lives. Despite the government’s order, the companies are under no legal obligation to not offer the fast delivery services. In at least one area of Delhi, Blinkit showed delivery within eight minutes on Wednesday.
Blinkit, which once marketed itself aggressively on ultra-fast delivery, has now stepped back from the promise that defined India’s quick commerce boom. It quietly altered its tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep.”
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