Blinkit, the quick commerce platform owned by Eternal Group, has officially removed its long-standing "10-minute delivery" claim from all its platforms. This significant move comes amid growing pressure from the government and rising concerns about the safety and welfare of delivery workers.
Government Intervention Leads to Change
The Union Ministry of Labour recently held discussions with quick commerce companies about the potential risks associated with ultra-fast delivery timelines. These talks focused on the immense pressure such tight deadlines could place on gig workers, potentially compromising their safety on the roads.
Following these meetings, led by Union Minister Mansukh Mandaviya, companies agreed to remove time-bound delivery assurances from their advertisements and social media channels. The primary goal is to create safer working conditions and improve overall welfare measures for delivery partners across the industry.
A Shift in Branding Strategy
Blinkit has now revised its core marketing message. The company changed its tagline from "10,000+ products delivered in 10 minutes" to the more general "30,000+ products delivered at your doorstep." This represents a clear strategic shift away from promoting speed as its main selling point.
According to reports from news agency PTI, other major players in the quick commerce space, including Swiggy and Zepto, might soon follow Blinkit's lead. They could also drop similar delivery-time commitments from their own platforms in the coming weeks.
Worker Protests Highlight Concerns
The issue gained national attention after gig workers organized a widespread strike on New Year's Eve in 2025. Delivery riders across the country protested against the 10-minute delivery model, which they argued endangered their health and safety.
These protests, supported by various worker unions, highlighted multiple concerns. Riders expressed worries about road accidents, physical exhaustion, and inadequate income structures. The unions specifically demanded the removal of ultra-fast delivery promises that they believed forced workers into risky behavior.
Mixed Implementation Across Platforms
While Blinkit has completely removed the 10-minute claim from its own branding materials, the promise remains visible on some app stores for other platforms. Services like Zepto, Instamart, and BigBasket still displayed the fast delivery assurance at the time of reporting.
Eternal Group CEO Deepinder Goyal has defended the company's previous approach. In a recent post on social media platform X, he stated that the 10-minute promise did not actually push riders into unsafe practices. Goyal explained that delivery partners do not see customer-facing time commitments on their apps.
"There is no '10-minute timer' or countdown in the delivery app," Goyal clarified. He emphasized that faster deliveries are achieved primarily because dark stores are located closer to customers, not because riders are expected to speed through traffic.
The government's intervention marks a turning point for India's rapidly growing quick commerce sector. As companies adjust their marketing strategies, the focus appears to be shifting from speed at all costs to more sustainable operations that prioritize worker welfare alongside customer convenience.
