Quick-commerce firm Blinkit has removed its widely advertised “10-minute delivery” claim from its platforms, signalling a shift in industry messaging amid growing scrutiny over the working conditions and safety of delivery partners.
Owned by Eternal Group, Blinkit has revised its tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep”.
The change comes against the backdrop of discussions between the Union Ministry of Labour and quick-commerce companies, where concerns were raised about the pressure such time-bound delivery promises could place on gig workers.
Sources indicated that other players in the sector, including Swiggy, Instamart and Zepto, may also review their branding following the ministry’s intervention, which focused on ensuring better safety, security and working conditions for delivery personnel.
While the 10-minute delivery pitch remains visible for some platforms on app stores, Blinkit has already removed the claim from its listings.
The issue gained prominence after gig workers staged a nationwide strike on New Year’s Eve in 2025, protesting tight delivery timelines and highlighting concerns related to health, road safety and earnings.
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Eternal Group chief executive officer Deepinder Goyal has, however, maintained that the 10-minute promise does not translate into unsafe practices.
In a recent post on X, he said delivery partners are not shown customer-facing time commitments or countdown timers on their apps, and that faster deliveries are largely enabled by the proximity of dark stores to customers rather than by increased speed on the road.
Despite such assurances, the latest move by Blinkit suggests a recalibration by quick-commerce firms as regulatory attention on gig worker welfare intensifies.
