Eternal founder Deepinder Goyal, addressed concerns over Blinkit’s 10-minute delivery promise in a detailed Twitter thread, emphasizing that the system relies on operational density rather than pressuring delivery partners to drive faster.
“Our 10 minute delivery promise is enabled by the density of stores around your homes. It’s not enabled by asking delivery partners to drive fast. Delivery partners don’t even have a timer on their app to indicate what was the original time promised to the customer.”
Goyal outlined how Blinkit’s delivery model works, highlighting the efficiency of its order-picking and short-distance delivery strategy.
“After you place your order on Blinkit, it is picked and packed within 2.5 minutes. And then the rider drives an average of under 2kms in about 8 minutes. That’s an average of 15kmph.”
Explaining the 10-Minute Delivery Perception
The CEO acknowledged that the 10-minute promise can appear risky to outsiders, given the complexity involved. He explained that the speed is not achieved by overburdening riders but through meticulous system design and optimized store placement.
“I understand why everybody thinks why 10 minutes must be risking lives, because it is indeed hard to imagine the sheer complexity of the system design which enables quick deliveries.”
Goyal also highlighted the perspective of gig workers themselves, emphasizing that millions of Indians voluntarily choose platform work and sometimes prefer it over traditional jobs.
“Also, if you’ve ever wanted to know why millions of Indians voluntarily take up platform work and sometimes even prefer it to regular jobs, JUST ASK any rider partner when you get your next food or grocery order.
You will be humbled by how rational and honest they will be with you.”
Commitment to System Improvements
While defending the system, Goyal admitted that no model is perfect and pledged continued efforts to improve rider safety and delivery efficiency. He cautioned against misconceptions fueled by social media narratives.
“Having said that, no system is perfect, and we are all for making it better than today. However, it is far from what it is being portrayed on social media by people who don’t understand how our system works and why.
If I were outside the system, I would also believe that gig workers are being exploited, but that’s not true.”
Blinkit’s CEO stressed that understanding the logistics, order-processing timelines, and rider choices is essential to accurately evaluating the 10-minute delivery promise and the welfare of the workforce behind it.
(Disclaimer: The content in this article is based on a viral social media discussion and is intended for informational and entertainment purposes only. The financial figures and strategies mentioned are personal to the user and have not been independently verified. )