New Delhi,  13 Jan

Quick-commerce platform Blinkit, owned by Eternal, has removed its “10-minute delivery” claim from its branding following discussions with the Union Ministry of Labour on delivery workers’ welfare.

The company has updated its tagline from “10,000+ products delivered in 10 minutes” to “30,000+ products delivered at your doorstep” across platforms. The move comes amid concerns that ultra-fast delivery promises could adversely impact the safety, health and working conditions of gig workers.

Sources said other quick-commerce players, including Swiggy and Zepto, may also consider similar changes following the ministry’s intervention aimed at improving security and working conditions for delivery partners.

The issue gained wider attention after gig workers staged a nationwide strike on New Year’s Eve in 2025, citing pressure linked to tight delivery timelines and concerns over income and safety.

While 10-minute delivery branding continues to appear on app stores for platforms such as Instamart and BigBasket, Blinkit’s listings no longer carry the claim.

Responding to the criticism, Eternal Group CEO Deepinder Goyal said in a post on X that the 10-minute promise does not pressure delivery partners or encourage unsafe driving, as riders are not shown customer-facing delivery timers.

He added that faster deliveries are enabled by stores being located closer to customers, rather than higher speeds on the road