Story by Harshit Uttam I Updated : 17 January 2026
Quick commerce giants Swiggy Instamart, Blinkit, and Zepto have dropped their “10‑minute” delivery tagline after a government directive triggered by a nationwide gig workers’ strike. While social media debates the move, many delivery partners told HT.com they were unaware of the change.
Zepto, Blinkit, Instamart: Gig workers speak out.
An 18‑year‑old Zepto worker in NCR, balancing Class 12 studies, told HT.com he had received no communication about the removal of the 10‑minute delivery promise. He added that riders are still expected to reach within 10 minutes, despite no official memo confirming any change.
A 24‑year‑old Swiggy Instamart rider, Verma, said he maintains fast deliveries since delays affect his incentives. He told HT.com that neither the company nor his team leader had informed him of any change, adding, “Nothing has been communicated.”
A Blinkit delivery partner from Bihar, working in Delhi for five years, told HT.com he personally never faced pressure to deliver within 10 minutes, though he knew riders who did.
An anonymous delivery rider told HT.com that while customers see the delivery time on their app, riders themselves receive no such updates. He noted that his manager never pressured him to meet the 10‑minute target and added he has not been informed of any recent changes.
How much do they earn in a day?
Gig workers revealed that they often endure 14‑hour shifts to complete over 30 orders. Yet, after deducting fuel costs, their daily earnings average only ₹700–₹800.
Deepinder Goyal: No rider pressure in 10‑minute delivery model.
The strike included not only quick‑commerce riders but also those from food delivery platforms such as Zomato and Swiggy.
In a podcast with Raj Shamani, Deepinder Goyal, founder of Eternal (Zomato’s parent company), addressed the 10‑minute delivery model and responded to gig workers’ claims of exploitative working conditions.
According to him, delivery partners at Blinkit and Zomato are not bound by fixed timelines. The 10‑minute delivery model, he explained, is driven by store density rather than riders speeding, with over 400 Blinkit outlets spread across Delhi NCR.
He explained that with stores located on nearly every corner, average packing takes about 1 minute 40 seconds, and riders can cover a kilometre in eight minutes. He emphasized that the delivery countdown visible to customers does not translate into pressure for riders, as the goals are structured to remain comfortable and stress‑free.
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