Quick commerce platform Blinkit has reportedly removed its widely used 10-minute delivery claim from its branding and customer-facing platforms following directions from the Union Ministry of Labour, according to multiple media reports.
Shift in messaging, timelines remain visible
Sources cited in reports said Blinkit has replaced its earlier 10-minute delivery tagline with messaging that emphasises the breadth of products delivered to customers’ doorsteps. However, delivery estimates of as low as 8 minutes continue to be displayed in select locations on the app and website, indicating that ultra-fast delivery operations remain active on the ground.
Labour ministry raises worker safety concerns
The change follows a meeting between Union Labour Minister Mansukh Mandaviya and senior executives from platform companies including Zomato, Swiggy, and Zepto. Discussions centred on delivery timelines, working conditions, and the safety of gig workers operating under time-based targets.
According to reports, the ministry advised platforms to avoid fixed delivery time commitments that could exert pressure on delivery partners and compromise their wellbeing.
Protests add urgency to policy push
The intervention comes in the backdrop of a nationwide gig worker protest on New Year’s Eve, during which delivery partners across platforms flagged concerns around income stability, safety risks, and performance pressure linked to aggressive delivery promises.
Wider impact on quick commerce branding
Ultra-fast delivery has been a key differentiator for India’s quick commerce sector, but it has also drawn increasing regulatory scrutiny as the industry scales. Government sources told Economic Times that other platforms such as Swiggy Instamart, BigBasket, and Flipkart Minutes may also review delivery-time-related branding, though no official announcements have been made so far.
The development signals a possible shift in how India’s quick commerce players balance speed-led growth with worker safety and regulatory expectations.
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