Blinkit to Drop ‘10-Minute Delivery’ Branding After Government Intervention

Blinkit is poised to eliminate all references to its signature "10-minute delivery" branding across advertisements, promotional campaigns, and social media channels, according to sources familiar with the matter. The decision follows direct intervention by the Union government, prompted by mounting concerns over the safety and working conditions of gig workers in the quick commerce sector. This shift represents a significant departure from the ultra-fast delivery model that has defined the company's market identity.

The change stems from recent nationwide strikes by delivery workers on December 25 and December 31, during which unions highlighted excessive pressure from tight delivery timelines, reduced earnings, and inadequate social security provisions. Although operations continued largely uninterrupted in many cities, the protests intensified scrutiny on platforms promising rapid deliveries. Union Labour Minister Mansukh Mandaviya played a pivotal role by convening meetings with senior officials from Blinkit, Zepto, Swiggy, and Zomato to address these grievances.

In these discussions, the minister urged the companies to remove fixed delivery time commitments from their public messaging and marketing materials. Sources indicated that such promises, even when supported by proximity-based store networks and algorithmic systems, could inadvertently encourage risky riding behaviour among delivery personnel. All participating platforms reportedly assured the government of compliance, agreeing to excise specific time-based claims from brand communications.

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While the removal of the "10-minute" tagline does not necessarily imply slower actual delivery times, it marks a deliberate pivot away from time-specific guarantees in consumer-facing promotions. Industry leaders, including Zomato CEO Deepinder Goyal, have previously defended rapid delivery frameworks as products of efficient design rather than forced speed, noting insurance coverage for partners. Nevertheless, the government's proactive engagement signals a broader regulatory push to prioritise worker safety over competitive marketing claims.

The development occurs as draft rules under new labour codes continue to evolve, with gig worker protections remaining a focal point of official deliberations. By aligning with governmental directives, quick commerce platforms aim to mitigate regulatory risks while navigating intense sectoral competition. Ongoing dialogues between the authorities and industry stakeholders suggest that further measures to safeguard delivery personnel may emerge in the near term.

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