New Delhi

Following Blinkit, major quick commerce players Zepto, Swiggy Instamart and Flipkart Minutes have dropped their ‘10-minute’ delivery branding amid concerns raised by the government and labour rights groups over the safety and welfare of delivery partners.

The move comes after Union Labour Minister Mansukh Mandaviya, during a meeting last week, urged quick commerce companies to prioritise worker safety by doing away with rigid delivery timelines.

Concerns had been raised that ultra-fast delivery promises place undue pressure on riders, increasing the risk of road accidents and compromising safety.

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Quick commerce companies could not be immediately contacted for comments.