Blinkit Drops 10-Minute Delivery Claim

Govt intervention pushes quick-commerce firms to prioritise rider safety over speed

January 13, 2026: Blinkit has removed its popular “10-minute delivery” claim from all brand platforms following a strong advisory from Union Labour and Employment Minister Mansukh Mandaviya. The decision came after a high-level meeting with major quick-commerce players including Zepto, Swiggy and Zomato, amid concerns that rigid delivery timelines place unsafe pressure on gig workers. While Blinkit has already implemented the change, other platforms have assured the Centre that they will soon revise their advertisements, social media messaging and public-facing communication.

According to officials, the minister made it clear that delivery speed should not compromise worker safety, urging companies to move away from fixed-time guarantees that could encourage rash driving. All firms present reportedly agreed to alter their branding strategies, retaining fast delivery services but avoiding language that suggests an absolute or non-negotiable delivery deadline. The government’s stance underscored that innovation in commerce must align with responsible labour practices.

The move follows sustained protests by gig worker unions, who have warned that ultra-fast delivery models increase accident risks and mental stress for riders. Unions had staged a strike on December 31, 2025, and submitted a memorandum highlighting hazardous working conditions. With the government stepping in, the focus is now expected to shift from aggressive speed-based marketing to safer, more sustainable delivery practices, marking a potential turning point for India’s quick-commerce industry.