In a major development affecting India’s quick-commerce landscape, Blinkit has removed its signature “10-minute delivery” claim from all its platforms following a directive from the Union Ministry of Labour and Employment. This change spurred by concerns about gig workers’ safety and working conditions signals a shift in how ultra-fast delivery services will operate and market themselves. Other major players like Swiggy’s Instamart and Zepto may follow Blinkit’s lead amid rising pressure from regulators and worker groups.
Author : Aashiya Jain | EQmint | Finance News
When Blinkit burst onto the scene with promises of groceries and essentials arriving in just 10 minutes, it didn’t take long for consumers to embrace the convenience. What once felt like a futuristic perk quickly became a defining feature of India’s quick-commerce boom. But behind the convenience lay a growing debate about whether such lightning-fast delivery timelines might be coming at too high a cost particularly for the riders making those deliveries. Today, that debate seems to have reached a turning point.
What Changed and Why
On January 13, 2026, Blinkit owned by Eternal and affiliated with Zomato officially removed the “10-minute delivery” promise from its advertising, app descriptions, and brand communication across all platforms. This move came after the Indian government, led by Union Labour Minister Mansukh Mandaviya, intervened and asked quick-commerce companies to do away with rigid delivery-time commitments in the interest of rider safety and well-being.
The government’s concern revolves around the possibility that strict deadlines even if they’re not always enforced in practice can create intense pressure on delivery personnel. Rushing to beat a clock can encourage unsafe driving behaviour, increased stress, and compromised health outcomes for workers who are already part of a highly demanding gig economy.
Blinkit’s new messaging has removed references to the 10-minute guarantee, shifting its tagline to highlight the breadth of products it delivers rather than the speed of delivery. According to industry observers, the altered language now reads as something like “30,000+ products delivered to your doorstep” without mentioning the specific time frame.
A Shift in the Quick-Commerce Era
For many Indians, the 10-minute delivery promise symbolised innovation a sign that the convenience economy had finally mastered speed. But beneath the shine, union leaders and labour advocates argued that 10-minute targets could inadvertently push riders into dangerous situations, especially when combined with low pay, tight incentives, and unpredictable urban traffic.
In late December 2025, reports emerged of a strike involving more than 200,000 gig workers from platforms such as Blinkit, Swiggy, Zepto, Instamart, Amazon, and Flipkart. They were demanding better pay, social security, and notably an end to 10-minute delivery expectations that they said forced them to compromise safety. This strike reignited public and regulatory scrutiny on the quick-commerce model.
The backlash didn’t come out of nowhere. Political leaders like AAP’s Raghav Chadha had been vocal about ending ultra-fast delivery deadlines, saying such promises are “cruelty” towards gig workers who are under constant pressure to meet unrealistic timelines or risk penalties, lower earnings, and rating drops.
In this light, Blinkit’s pullback can be seen as more than a marketing tweak it’s part of a broader acknowledgment that the industry needs to evolve in ways that balance convenience with fair and safe working conditions.
What This Means for Consumers and Companies
So what will change for customers who have grown accustomed to ordering groceries and essentials at lightning speed?
For now, delivery times themselves may not instantly slow down. Consumers could still get orders in around the same time, since delivery speeds are influenced by factors like proximity to dark stores and local logistics setups.
However, the branding and marketing promise of “guaranteed 10-minute delivery” is no longer being used by Blinkit. This reduces the psychological pressure on riders who once felt they had to hit a precise deadline.
Other quick-commerce players including Zepto, Swiggy’s Instamart, and others are reportedly considering similar changes. While some platforms may already display short estimated arrival times on their apps, the industry is expected to move away from rigid time branding if government recommendations stay in force.
From a business perspective, the move reflects a growing maturity in how rapid-delivery services balance brand promises with ethical concerns. Consumers want speed that much is clear but not at the expense of worker safety or humane working conditions.
A Step Toward a Healthier Gig Economy
Blinkit’s decision and the government’s role in nudging this shift might mark the beginning of a more thoughtful phase in India’s booming quick-commerce ecosystem. The aim is not to slow down progress, but to ensure that workers who power these services are protected and respected in the process.
As this change rolls out, gig workers, customers, and companies alike will be watching closely. If anything, today’s development reinforces an important reality: innovation must go hand in hand with responsibility and care for the people who make it possible.
For more such information : EQmint
Resource Link : ET
