Blinkit Removes 10-Minute Delivery Claim After Labour Ministry Intervention

Blinkit, owned by Eternal, has removed its ‘10-minute’ delivery claim across platforms following discussions between quick-commerce companies and the Union Ministry of Labour. The move comes amid growing concerns over the safety, earnings and working conditions of delivery partners, who argue that ultra-fast delivery targets push them to take risks on the road. Other platforms such as Swiggy and Zepto are also expected to follow suit.

The development follows nationwide strikes by gig workers and renewed calls for regulation, social security and fair wages in India’s rapidly expanding quick-commerce sector.

Key Takeaways: Blinkit 10-Minute Delivery Policy Shift

• Blinkit removes its ‘10-minute’ delivery branding after government intervention
• Swiggy, Zepto and other platforms are expected to revise similar claims
• Labour Ministry raises safety and working condition concerns for delivery partners
• Gig workers cite risky road behaviour, unstable income and lack of social security
• Government moves to bring gig workers under the Code on Social Security

Why Blinkit Dropped the 10-Minute Delivery Promise

Blinkit has removed its ‘10-minute’ delivery claim from all platforms following a meeting between representatives of quick-commerce companies and Union Labour Minister Mansukh Mandaviya. The discussions focused on concerns raised by delivery partners regarding ultra-fast delivery timelines and their impact on safety and earnings.

The platform has updated its tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep”. Other quick-commerce platforms such as Swiggy and Zepto are also expected to make similar changes to their branding on platforms including Google Play Store and Apple’s App Store.

According to reports, the Labour Ministry urged companies to prioritise improved safety, job security and better working conditions for gig workers.

How Quick Commerce Works in India

Quick commerce refers to the rapid delivery of goods, typically within 10 to 30 minutes, ordered online. Demand for such services expanded significantly during the Covid-19 pandemic, as consumers increasingly expected products to be delivered within half an hour.

Platforms such as Blinkit, Swiggy Instamart and Zepto have invested heavily in “dark stores” — warehouses stocked like retail stores but not open to the public. These dark stores enable faster order processing by being located close to residential areas.

Real-estate broker Savills Plc projects that the number of dark stores in India will grow to 7,500 by 2030 from around 2,500, driven by rising demand for quick-commerce apps in smaller cities.

Delivery partners typically collect orders from these stores and deliver them using two-wheelers, including motorcycles and electric e-scooters.

Impact on Traditional Retail and Consumers

A survey by Datum Intelligence found that quick commerce has reduced consumer spending at kirana stores by around $1.28 billion. According to the Indian Express, 46 per cent of respondents reported a partial or major shift in their expenditure towards quick-commerce platforms.

Over 20 million people in India are estimated to place orders on quick-commerce platforms every year. Blinkit accounts for more than 40 per cent of the quick-commerce market share, making it the largest player in the segment.

As per ThePrint, as many as 23.5 million people are expected to enter India’s gig economy by 2030, marking a threefold rise over a decade.

Worker Safety Concerns and Nationwide Strikes

Delivery workers have argued that 10-minute delivery targets pressure them to take risks on the road while also restricting their ability to earn fairly. With unstable income and low base pay, riders say they are forced to travel hundreds of kilometres daily. Rising fuel costs, they add, leave them with minimal earnings.

Workers have also raised concerns over the lack of social security benefits and adequate legal protection, despite the high risk of accidents and injuries associated with meeting tight delivery deadlines.

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These issues led to nationwide strikes on Christmas Day and New Year’s Eve 2025. Over 200,000 delivery partners reportedly refused to deliver food and grocery orders on December 31, demanding fair pay, safety and dignity at work.

Union Demands and Calls for Regulation

During the strikes, workers demanded a ban on 10-minute deliveries. In a letter to Union Labour Minister Mansukh Mandaviya, the Indian Federation of App-based Transport Workers (IFAT) called for fair and transparent wages, regulation of platform companies under labour codes, and recognition of delivery partners’ right to organise and collectively bargain.

“The government must intervene immediately. Regulate platform companies, stop worker victimisation, and ensure fair wages, safety, and social protection. The gig economy cannot be built on the broken bodies and silenced voices of workers,” Shaik Salauddin, co-founder and national general secretary of IFAT, was quoted as saying by the Indian Express.

Companies Respond to Safety Criticism

Eternal Group CEO Deepinder Goyal addressed the controversy, defending the ultra-fast delivery model. In a post on X, he stated that delivery partners do not see customer-facing delivery timers on their apps and are not directly pressured to meet the 10-minute promise.

“Faster deliveries happen because our stores are located close to customers, not because riders are asked to speed,” he wrote, adding that the system is designed to prioritise efficiency over risk.

Political Reaction and Welfare Measures

AAP MP Raghav Chadha welcomed the Centre’s move after Blinkit revised its branding. In a post on X, he said the removal of the ‘10-minute delivery’ branding was a necessary step to reduce pressure on riders, noting that visible timers and branding create constant and dangerous stress for delivery workers.

Earlier this year, the government notified the Code on Social Security, bringing gig and platform workers under a formal welfare framework. This enables their registration on a national database and provides access to health, disability, accident insurance and old-age support schemes.

A Shift in India’s Quick-Commerce Model

The removal of the 10-minute delivery claim marks a significant shift in India’s quick-commerce landscape, as the government and platforms respond to growing concerns over worker safety, earnings and regulation. With labour reforms and welfare measures taking shape, the focus is increasingly on balancing consumer convenience with the rights and protection of millions of gig workers powering the sector.

With inputs from agencies.

Spiritual Strength Amid Modern Stress

The developments around quick-commerce deliveries have also highlighted the growing stress faced by workers in a fast-paced, performance-driven environment. In such times of uncertainty, pressure and imbalance, spiritual perspective becomes relevant to many. It reflects the belief that beyond systems, policies and markets, inner strength and patience play a role in enduring challenges. 

According to spiritual teachings shared by Tatvdarshi Saint Rampal Ji Maharaj, the world’s increasing stress points toward the need for true spiritual understanding. He explains that the Supreme God is the only Complete Power capable of providing real support and stability in human life. As per His Knowledge, the Complete Supreme God is Kabir Sahib, and in the present time, Tatvdarshi Saint Rampal Ji Maharaj Ji is imparting this spiritual understanding to society in a peaceful and non-coercive manner.

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