Blinkit drops ‘10-Minute Delivery’ branding after government push and worker safety concerns

The quick commerce platform has quietly removed its ultra-fast delivery promise from public messaging amid government discussions, worker protests, and growing scrutiny over gig worker safety.

Quick commerce platform Blinkit has quietly dropped its widely known “10-minute delivery” branding, signalling a shift in how it publicly communicates delivery timelines. On Tuesday afternoon, the phrase was no longer visible when users opened the Blinkit app, marking a clear change in messaging.

The development follows government intervention and sustained concerns over the safety of gig workers operating under tight delivery deadlines. In recent weeks, the Centre has been engaging with food delivery and quick commerce companies after worker unions warned that ultra-short delivery promises could push riders into unsafe working conditions.

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Sources said Blinkit will now remove all references to “10-minute delivery” across its brand communication. This includes advertisements, promotional material, and social media messaging. The move reflects a broader effort to step away from fixed delivery time commitments that may be perceived as encouraging risky behaviour on the road.

Importantly, the change does not necessarily mean that deliveries will take longer. Instead, companies are expected to avoid publicly highlighting strict timelines, while internal systems may continue to operate as before.

The timing of the shift is significant. In late December, delivery workers across platforms staged strikes on December 25 and December 31, raising concerns over intense delivery pressure, falling earnings, poor working conditions, and limited access to social security. Nationwide strike calls brought renewed focus on the human cost of ultra-fast delivery models.

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While customer deliveries continued largely uninterrupted across many cities on New Year’s Eve, the protests reignited debate on whether speed-driven models compromise worker safety.

Earlier, platform founders, including Zomato CEO Deepinder Goyal, had defended fast delivery systems, stating they were based on logistics design rather than speed pressure and that delivery partners were insured. However, the government’s involvement now indicates a more cautious approach toward public-facing delivery promises.