Major quick-commerce companies operating in India, including Walmart's Flipkart (specifically Flipkart Minutes/Grocery), Swiggy (Instamart), Blinkit (owned by Zomato's Eternal group), and Zepto, have begun removing or have agreed to remove their '10-minute delivery' claims from branding and advertisements. This significant shift comes after direct intervention from the Indian government, led by Union Labour and Employment Minister Mansukh Mandaviya. The government's push was primarily motivated by growing concerns regarding the safety and welfare of gig workers, highlighting the implicit pressure that aggressive delivery timelines place on them, potentially leading to rash driving and increased accident risks. The move follows nationwide strikes by gig workers in December 2025, who protested against unsafe working conditions, low pay, and the psychological strain of meeting ultra-fast delivery targets. While some company executives, like Deepinder Goyal of Eternal group, maintained that delivery partners are not shown customer-facing timers and are not penalized for delays, the government argued that the marketing promise itself creates undue pressure. Blinkit was among the first to revise its tagline from '10,000+ products delivered in 10 minutes' to '30,000+ products delivered at your doorstep,' with other platforms expected to follow suit. While the explicit '10-minute' branding is being phased out, quick-commerce operations will likely continue to aim for fast deliveries, but without the stringent, publicly advertised time commitment, signaling a move towards more responsible business practices in India's booming quick-commerce sector.