Blinkit and Zepto logos.
Credit: Reuters File Photo
Union Labour Minister Mansukh Mandaviya asked delivery aggregators to remove the mandatory 10-minute deadline.
This comes after many flagged the risks delivery partners face while rushing to complete their deadlines.
Mandaviya held discussions with officials from Blinkit, Zepto, Swiggy and Zomato among other to address the concerns.
Blinkit has already acted on this direction and done away with 10-minute deadline. It has revised the tag-line from "10,000+ products delivered in 10 minutes" to "30,000+ products delivered at your doorstep".
Other firms are expected to remove the 10-minute deadline soon.
The move came after gig workers across the country went on a strike in December demanding better renumeration and working conditions.
The move follows discussions the labour ministry held with the quick commerce platforms to ensure greater safety, security and improved working conditions for gig workers.
In a recent post on X, Eternal Group CEO Deepinder Goyal had claimed that the 10-minute delivery promise does not pressure riders or lead to unsafe driving, as they are not shown the 10-minute timer on the app.
"Quick commerce’s 10-minute promise DOES NOT put pressure on gig workers, and it DOESN’T lead to unsafe driving. Why? The most common concern is that faster delivery promises translate into pressure on delivery partners to drive unsafely. That isn’t how the system operates.
"Firstly, delivery partners are not shown customer-facing time promises. There is no '10-minute timer' or countdown in the delivery app. 10-minute or faster deliveries are primarily due to our stores being closer to customers and not by higher speeds on the road," Goyal had stated in the post.
Eternal owns quick commerce firm Blinkit.
(With PTI inputs)