Eternal-owned quick-commerce platform Blinkit has quietly removed its popular “10-minute delivery” promise across platforms amid rising concerns over the welfare and safety of gig workers. The company has changed its tagline from “10000+ products delivered in 10 minutes” to “30000+ products delivered at your doorstep.”
The move follows discussions between quick-commerce companies and the Union Ministry of Labour which has been reviewing the working conditions of delivery partners facing pressure to meet ultra-fast delivery deadlines. The ministry has urged companies to ensure greater safety, job security and better working conditions for gig workers.
The branding change comes weeks after delivery workers staged a nationwide strike on New Year’s Eve 2025 protesting the physical strain, safety risks and income instability caused by aggressive delivery timelines. Workers said the race to meet 10-minute targets was pushing them to take risks on the road while also limiting their ability to earn fairly.
While Blinkit has removed the claim from its apps and promotional material, rival platforms such as Zepto, Swiggy Instamart and BigBasket were still displaying similar branding on the Google Play Store and Apple’s App Store, though industry insiders say they may also be forced to revise their messaging following government intervention.
Responding to the controversy earlier, Eternal Group CEO Deepinder Goyal defended the ultra-fast delivery model saying it does not encourage unsafe driving. In a post on X, Goyal said delivery partners are not shown customer-facing delivery timers on their apps and are not under direct pressure to meet the 10-minute promise.
“Faster deliveries happen because our stores are located close to customers, not because riders are asked to speed,” he wrote, adding that the system is designed to prioritise efficiency over risk.
Despite these assurances, regulators remain concerned that the branding itself may create unrealistic expectations and indirect pressure on workers, encouraging the government to push for changes in how quick-commerce services market their speed.
© IE Online Media Services Pvt Ltd
.