Blinkit has quietly removed its long-promoted “10-minute delivery” claim across platforms, signaling a shift in how quick-commerce services present themselves. The Eternal-owned company has changed its tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep,” moving away from ultra-fast delivery messaging.
The change comes after the Union Ministry of Labour stepped in to review the working conditions of gig workers, particularly delivery partners who face intense pressure to meet aggressive timelines. The ministry has asked quick-commerce companies to focus more on worker safety, job security, and improved working conditions rather than speed-driven targets.
This development follows a nationwide strike by delivery workers on New Year’s Eve 2025, where gig workers protested against physical exhaustion, road safety risks, and unstable incomes linked to unrealistic delivery expectations. Many workers said the constant race against time forced them to take risks on the road while still struggling to earn consistently.
Delivery partners interviewed during the protests revealed that meeting 10-minute deadlines often meant skipping breaks, speeding in traffic, and dealing with stress that affected both health and safety. These concerns have added pressure on companies and regulators to rethink the quick-commerce model.
While Blinkit has removed the 10-minute delivery claim from its apps and promotional materials, rival platforms such as Zepto, Swiggy Instamart, and BigBasket continue to highlight similar promises on app stores. However, reports suggest that these companies may also be asked to revise their messaging as government scrutiny around gig worker welfare intensifies.
