In a recent move, Blinkit announced it will be dropping its popular ’10-minute delivery’ branding, sparking discussions about whether this change will alter customer experiences or the lives of gig workers. While the decision aims to reset consumer expectations, industry insiders and gig workers’ unions suggest it may not lead to significant changes in delivery times or worker conditions.
Historically, Blinkit — along with platforms like Zepto and Instamart — popularized the rapid delivery model, making instant shopping a part of everyday life. The brand became synonymous with quick service, transforming shopping habits for essentials like milk, water, and even gifts. However, experts argue that the myth of the 10-minute delivery largely depends on the location of dark stores—hyperlocal warehouses strategically placed within neighborhoods—rather than the speed of delivery personnel.
Deepinder Goyal, founder of Zomato, explained that the rapid delivery was primarily enabled by the density of dark stores rather than the pace of riders. “Our 10-minute promise is about store density, not reckless driving,” he stated. Most deliveries involve a rider picking up items within minutes, then traveling an average of under 2 kilometers at around 15 km/hr, which challenges the notion that delivery partners are rushing at dangerous speeds.
The recent strike by gig workers’ unions, including the Gig & Platform Service Workers Union (GIPSWU), and subsequent government intervention, prompted Blinkit to drop the branding. The unions criticized quick commerce companies for treating gig workers poorly, demanding fair wages, reasonable working hours, social security benefits, and protection against arbitrary deactivation of IDs.
Despite the branding change, industry experts and workers say it’s unlikely to significantly impact delivery times or working conditions. Delivery times still depend heavily on proximity to dark stores; for example, deliveries from stores a kilometer or more away often take 15-20 minutes. The rush seen on the roads is largely driven by gig workers’ desperation to maximize earnings, often at the expense of safety.
Union representatives emphasize that gig workers earn around Rs 25,000 a month after working 12-14 hours daily, often less due to opaque deductions. They argue that the current rate-fixation ignores rising fuel costs, vehicle maintenance, and waiting times, pushing workers into debt and poverty. Additionally, workers face arbitrary account deactivations without due process, further destabilizing their livelihoods.
While removing the ’10-minute’ label may lessen consumer expectations, experts believe it will not fundamentally change how quick commerce operates or improve gig workers’ conditions. The myth of instant delivery persists, and real change for workers and consumers will require addressing systemic issues beyond branding strategies.
