Raghav Chaddha welcomes removal of ‘10-minute delivery’ branding, calls it win for rider safety

New Delhi: AAP MP Raghav Chaddha on Tuesday welcomed the removal of “10-minute delivery” branding from quick-commerce platforms, calling it a major step towards protecting the safety and dignity of gig workers after sustained pressure from unions and government intervention.

In a post on X, Chaddha described the move as a “timely, decisive and compassionate” action by the Central government, saying ultra-fast delivery promises created constant and dangerous pressure on delivery riders.

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“Satyamev Jayate. Together, we have won,” he wrote, thanking the Centre for enforcing the change. Chaddha said when “10 minutes” is printed on delivery bags, jackets and T-shirts and a countdown timer runs on customers’ screens, the pressure on riders becomes “real, constant and dangerous”.

The decision follows the intervention of Union Labour Minister Mansukh Mandaviya, who held discussions with senior officials from leading quick-commerce and food delivery platforms, including Blinkit, Zepto, Swiggy and Zomato.

The talks came amid protests by gig worker unions, during which more than one lakh delivery partners went on strike, demanding the immediate withdrawal of 10- to 20-minute delivery promises, citing risks to worker safety. Mandaviya urged the platforms to remove strict delivery time limits from their branding and advertisements, a proposal to which the companies assured compliance.

After the meeting, Blinkit agreed to do away with the 10-minute delivery system and acted swiftly on the directive. The platform has since updated its branding, replacing the earlier tagline “10,000+ products delivered in 10 minutes” with “30,000+ products delivered at your doorstep”. Other aggregators, including Zepto, Swiggy and Zomato, have also assured the government that they will remove delivery deadlines from brand advertisements on social media in the coming days.

Chaddha said he had spoken to hundreds of delivery partners over recent months, many of whom described being overworked, underpaid and forced to take risks to meet “unrealistic” timelines. He thanked citizens who supported the campaign, saying they stood “on the side of human life, safety and dignity”.

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Addressing gig workers directly, the AAP leader said, “You’re not alone, we’re all with you,” adding that the removal of strict delivery timelines would help ensure safer roads and improved working conditions in the rapidly growing quick-commerce sector.