Blinkit, a quick commerce platform owned by Eternal, has pulled its ’10-minute delivery’ claim from all platforms due to concerns about the safety and welfare of delivery workers. According to news agency PTI, the company has revised its tagline from ‘10,000+ products delivered in 10 minutes’ to ‘30,000+ products delivered at your doorstep’, signaling a shift away from time-bound delivery branding.
‘Remove 10-Minute Delivery Option’: Gig Workers Launch Nationwide Strike On New Year’s Eve
Quick commerce firms and the Union Ministry of Labour discussed the impact of tight delivery timelines on gig workers, which led to the move. The labour ministry has engaged with platforms to push for safer working conditions, better security, and improved welfare measures for delivery partners. According to PTI, other players such as Swiggy and Zepto may also follow Blinkit’s lead in dropping similar delivery-time commitments. It gained prominence after gig workers staged a nationwide strike on New Year’s Eve in 2025, protesting the 10-minute delivery model.
The strike highlighted concerns related to riders’ health, road safety, and income, and was backed by worker unions seeking the removal of ultra-fast delivery promises. Blinkit has removed the claim from its branding, but the promise of ’10-minute delivery’ is still visible on app stores for platforms such as Zepto, Instamart, and BigBasket.
Deepinder Goyal, the CEO of Eternal Group, has stated that the 10-minute promise does not encourage riders to engage in unsafe behavior.
Earlier, in a post on X, he said delivery partners are not showing customer-facing time commitments on their apps. Goyal explained that the delivery app does not have a ’10-minute timer’ or countdown, and faster deliveries are mainly achieved by stores located closer to customers, not by riders being expected to speed.
The government intervention followed meetings led by Union minister Mansukh Mandaviya, after which companies agreed to remove delivery-time assurances from advertisements and social media, with the stated aim of improving the safety and working conditions of gig workers.