Quick commerce platform Blinkit has removed its widely advertised “10-minute delivery” claim across platforms, following concerns raised by the Union labour ministry over the safety and working conditions of gig workers. The company has replaced the promise with a broader positioning that focuses on product range and doorstep delivery rather than speed.
According to PTI, Blinkit has changed its tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep”. The shift comes after meetings between the government and major quick-commerce firms to address the risks associated with ultra-fast delivery timelines.
Gig Workers Welcome the Move
Gig workers across cities welcomed the removal of the 10-minute delivery claim, saying strict time-bound targets often created pressure to take risks on the road. Riders have repeatedly flagged concerns that delivery deadlines encouraged unsafe driving, affecting both their health and public safety.
On December 31, 2025, several gig workers staged protests demanding safer working conditions and an end to delivery models that prioritised speed over rider welfare. The protests brought renewed attention to the challenges faced by delivery partners in India’s rapidly growing quick-commerce sector.
Government Intervention
The issue gained momentum after Union Labour Minister Mansukh Mandaviya held discussions with representatives of Blinkit, Zepto, Swiggy and Zomato. Following the meetings, platforms were encouraged to remove delivery-time assurances from advertisements and digital platforms, with the stated aim of improving safety, security and welfare measures for gig workers.
Sources said the government raised concerns that ultra-fast delivery commitments could unintentionally push riders towards unsafe behaviour, even if such timelines were not directly visible to delivery partners on their apps.
Other Platforms May Follow
After Blinkit’s move, other quick-commerce platforms are also expected to review their delivery-time claims. While some platforms still displayed “10-minute delivery” promises on app store listings at the time of reporting, industry sources indicated that similar changes could be rolled out in the coming weeks.
Blinkit CEO’s Stand
Earlier, Blinkit CEO Deepinder Goyal had defended the 10-minute delivery model, stating that delivery partners are not shown customer-facing time commitments on their apps. In a post on X, Goyal said there is no countdown timer for riders and that faster deliveries are achieved mainly because stores are located closer to customers.
Despite this clarification, the company’s decision to remove the claim signals a shift in how quick-commerce firms present speed-driven services to consumers.
A Shift in the Quick-Commerce Narrative
The removal of the “10-minute delivery” promise marks a broader change in the sector’s messaging, moving away from extreme speed as a selling point. The focus is now expected to shift towards convenience, product availability and responsible delivery practices.
For gig workers, the change is being seen as a step towards safer working conditions. For consumers, it raises a key question: would they be willing to wait longer if it helps protect the people delivering their orders?
As government scrutiny continues, the quick-commerce industry may be forced to strike a more balanced approach between rapid growth and the safety of the workforce that powers it.
