The Indian government, through the Union Labour Ministry, has stepped in to address the controversial '10-minute delivery' claims made by quick commerce platforms like Blinkit, Zepto, and Swiggy. Union Labour Minister Mansukh Mandaviya held discussions with senior executives from these companies, along with Zomato, urging them to stop mandating and promoting such rigid delivery timelines in their branding and marketing. This intervention comes amid growing concerns over the safety, welfare, and stressful working conditions faced by gig workers who are pressured to meet aggressive delivery targets. Several news reports confirm that Blinkit has already begun revising its public messaging, changing its tagline from '10,000+ products delivered in 10 minutes' to '30,000+ products delivered at your doorstep' or 'India's last-min delivery app.' Other platforms, including Zepto and Swiggy Instamart, have reportedly agreed to follow suit and remove the '10-minute delivery' claims from their advertisements and communication. However, it's crucial to note that the government's directive is primarily focused on the *branding* and *advertising* of ultra-fast deliveries, rather than an outright ban on the quick delivery model itself. The underlying infrastructure of dark stores and efficient logistics that enable fast deliveries may continue, but without the explicit, high-pressure '10-minute' promise. The move follows a nationwide strike by gig workers on New Year's Eve, demanding better pay, social security benefits, and an end to unrealistic delivery expectations. The issue was also raised in Parliament by AAP MP Raghav Chadha, highlighting the risks of time-bound deliveries on worker safety. This government intervention signifies a significant step towards ensuring a more responsible approach to customer convenience that prioritizes the health and safety of delivery partners in India's booming gig economy.