Eternal-owned quick-commerce platform Blinkit has removed its widely used “10-minute” delivery claim across all its platforms with effect from Tuesday, following intervention by the Union Ministry of Labour, according to official sources.
The company has revised its principal tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep”. Other major quick-commerce operators, including Swiggy and Zepto, are also expected to review their delivery claims, as the Labour Ministry has advised platforms to factor in the well-being and safety of delivery workers.
Labour Ministry officials indicated that meetings were held with leading platforms, including Blinkit, Zepto, Zomato and Swiggy, to address concerns surrounding delivery timelines and their impact on gig workers. According to sources familiar with the discussions, Union Labour Minister Mansukh Mandaviya urged major delivery aggregators to discontinue the use of fixed ultra-fast delivery deadlines.
The intervention is aimed at improving safety, security and working conditions for gig workers, particularly delivery partners who are often under pressure to meet stringent timelines. Officials said the ministry’s position was that delivery models should not incentivise unsafe practices or compromise worker welfare.
The issue had gained national attention following a nationwide strike by gig workers on New Year’s Eve in 2025, which was linked to the pressures associated with the “10-minute” delivery promise. The protests highlighted concerns related to road safety, health risks and income stability for delivery personnel, prompting closer scrutiny by the central government.
The Labour Ministry is understood to be continuing its engagement with quick-commerce platforms as part of broader efforts to improve conditions in the gig economy, including the regulation of work practices and delivery expectations.
