Blinkit drops ‘10-minute delivery’ claim amid labour ministry push on gig worker safety

Quick-commerce firm Blinkit , owned by Eternal Group, has removed its popular ‘10-minute delivery’ branding from its platforms amid rising concerns over the welfare and safety of delivery workers, and following discussions with the Union Ministry of Labour .

The company has revised its tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep” , signalling a shift away from speed-centric messaging.

Officials aware of the developments said other quick-commerce platforms such as Swiggy Instamart and Zepto may also follow suit, as the labour ministry has been engaging with platforms to ensure better safety, security and working conditions for gig workers.

The move comes against the backdrop of increasing scrutiny of “ultra-fast delivery” promises, which critics argue can translate into unsafe road behaviour and workplace stress for delivery partners trying to meet strict timelines.

The concerns gained prominence after gig workers held a nationwide strike on New Year’s Eve 2025 , raising issues related to health, safety and earnings.

While Blinkit has pulled down the branding, the ‘10-minute delivery’ messaging was still visible on app-store listings for Zepto, Swiggy Instamart and BigBasket as of Tuesday, the report said.

In response to the debate, Eternal Group CEO Deepinder Goyal recently posted on X that the 10-minute promise does not pressure riders or lead to unsafe driving. He argued that delivery partners are not shown customer-facing time commitments , and that there is no countdown timer displayed in the delivery app.

He said faster deliveries are enabled primarily by stores being located closer to customers , rather than by riders driving faster on the roads.

Blinkit is one of the leading players in India’s growing quick-commerce market, where competition has intensified around delivery speeds and last-mile logistics.