Quick-commerce platform Blinkit has quietly removed its widely advertised “10-minute delivery” claim from all platforms, amid growing scrutiny over the impact of ultra-fast delivery timelines on gig workers’ safety and welfare. Other aggregators, like Zepto and Swiggy-owned Instamart, are also expected to follow suit in the coming days, according to media reports.
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 after Union Ministry of Labour, during discussions with quick commerce companies, raised concerns about delivery riders facing unsafe working conditions while meeting aggressive deadlines.
The labour ministry has been engaging with platforms to push for better safety standards, income security, and overall working conditions for gig workers, prompting companies to rethink how speed is marketed.
Worker Protests and Government Intervention
The issue gained national attention after gig workers staged a strike on New Year’s Eve 2025, protesting what they said was intense pressure linked to ultra-fast delivery promises. Workers flagged concerns over health risks, road safety, and unstable earnings.
Following this, the government stepped in to examine whether branding around “10-minute delivery” indirectly encouraged risky behaviour, even if companies claimed otherwise. While Blinkit has now removed the time-based promise, rival platforms such as Zepto, Swiggy Instamart, and BigBasket were still displaying similar branding on app stores at the time of writing.
Notably, Blinkit’s app listings on both Google Play Store and Apple’s App Store no longer mention the 10-minute delivery claim.
Raghav Chadha calls removal of 10-minute delivery promise a ‘victory’ for rider safety
AAP MP Raghav Chadha on Tuesday hailed the decision by quick commerce platforms to remove their 10-minute delivery claims, calling it a victory for gig workers’ safety and dignity. Reacting to the development, Chadha said, “Satyamev Jayate. Together, we have won,” in a post on X.
He said the move was long overdue and directly linked to concerns raised about the intense pressure faced by delivery riders. According to Chadha, branding that highlights ultra-fast delivery timelines puts riders at risk by pushing them to meet unrealistic expectations.
“This is a much-needed step because when ’10 minutes’ is printed on a rider’s t-shirt, jacket or bag and a timer runs on the customer’s screen, the pressure is real, constant, and dangerous. This step will help ensure the safety of the delivery riders and everyone who shares our roads,” he added.
What Companies Say About Delivery Pressure
Responding to criticism earlier, Eternal Group CEO Deepinder Goyal defended the model, saying that delivery speed does not translate into pressure on riders.
In a post on X, he wrote, “Quick commerce’s 10-minute promise DOES NOT put pressure on gig workers, and it DOESN’T lead to unsafe driving. Why? The most common concern is that faster delivery promises translate into pressure on delivery partners to drive unsafely. That isn’t how the system operates.
Firstly, delivery partners are not shown customer-facing time promises. There is no ’10-minute timer’ or countdown in the delivery app. 10-minute or faster deliveries are primarily due to our stores being closer to customers and not by higher speeds on the road,”
Despite these assurances, Blinkit’s decision suggests a shift in strategy—moving away from speed-centric messaging to avoid regulatory friction and worker backlash.