Blinkit has quietly removed its long-standing “10-minute delivery” claim from its app and promotional channels after government concerns about gig-worker safety, signalling a regulatory push to balance ultra-fast service with rider welfare and safer on-demand delivery practices.
Government presses platforms on worker safety
The change follows discussions between the central labour ministry and major quick-commerce companies, during which officials warned that rigid, time-bound delivery promises can create incentives for unsafe driving, fatigue and higher accident risk among delivery personnel.
Union Labour Minister Mansukh Mandaviya urged platforms to move away from fixed delivery guarantees and to prioritise the wellbeing of gig workers. The campaign forms part of broader talks around social security, insurance provisions and safer working conditions for delivery partners across the sector.
Branding shift and operational implications
Blinkit replaced its 10-minute messaging across the app, ads and social media, refocusing communications on product range, convenience and overall reliability rather than a strict time promise. The platform continues to prioritise fast fulfilment, but without the explicit ultra-fast guarantee.
Industry observers say the move could prompt rivals such as Zepto and Swiggy Instamart to reassess promotional language and adopt estimated delivery windows or emphasise service quality instead of guaranteed short timelines. That change would give companies greater operational flexibility to manage demand surges, traffic variability and rider availability without compromising safety.
Reaction from delivery partners and labour advocates
Delivery executives in several cities have long complained that speed-linked incentives, while boosting earnings, also increased stress and pressured risky behaviour during peak hours, poor weather and heavy traffic. Labour advocates say removing the 10-minute branding is a step toward a more humane and sustainable gig-work environment and could reduce pressure on riders.
Impact on consumers and the quick-commerce market
For consumers in dense urban centres, service levels are unlikely to change substantially since fast fulfilment remains a commercial priority. However, the absence of a hard promise encourages more realistic expectations and underscores responsible business conduct.
As India’s quick-commerce sector matures, stakeholders appear to be recalibrating from speed-centric marketing toward models that better balance convenience, worker safety and regulatory compliance—potentially setting a precedent for industry-wide practice.
