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Quick-commerce platform Blinkit has removed its widely used “10-minute delivery” claim from its branding across platforms, signalling a shift in how speed-led services are marketed amid rising concerns over gig worker welfare.
Owned by Eternal, Blinkit has updated its tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep.” The change follows discussions held between quick-commerce companies and the Union Ministry of Labour, which has been engaging with platforms to address issues related to rider safety, job security and working conditions.
Industry sources indicate that rival platforms such as Swiggy Instamart and Zepto may also reconsider their ultra-fast delivery positioning in the wake of the ministry’s intervention. As of now, the 10-minute delivery promise remains visible on the Google Play Store and Apple App Store listings for Zepto, Instamart and BigBasket, while Blinkit has removed all such references.
The spotlight on delivery timelines intensified after gig workers staged a nationwide strike on New Year’s Eve 2025, protesting the physical strain, safety risks and income uncertainty associated with meeting aggressive delivery targets. The protest brought renewed attention to the human cost behind ultra-fast commerce models.
Responding to criticism earlier, Eternal Group CEO Deepinder Goyal had maintained that the 10-minute delivery promise does not translate into unsafe practices on the ground. In a post on X, he stated that delivery partners are not shown customer-facing time commitments or countdown timers on their apps.
“Quick commerce’s 10-minute promise does not put pressure on gig workers and does not lead to unsafe driving,” Goyal wrote, adding that faster deliveries are largely enabled by dense networks of nearby stores rather than increased speed on the road.
Blinkit’s decision to step away from the 10-minute delivery messaging marks a notable shift in the sector’s branding approach, as quick-commerce firms balance growth ambitions with regulatory scrutiny and worker welfare concerns.
(Source: PTI)
